Here’s the short version. If you want the long version we’ve included a number of resources below. Or you can always reach out and we would be more than happy to discuss the concept of co-advertising and whether your organization would be a good fit.
SPONSORSHIP IS MUTUALLY BENEFICIAL
Sponsorship can be hugely beneficial for nonprofits and for the companies that support them. Not only is the company helping to support an organization that is doing important work, but that support can promote a positive brand image for the sponsor company. In fact, the benevolent halo effect from these sponsorships can lead consumers to believe the sponsor company’s products are better performing. Couple that with consumers’ expectation that brands take a stand in supporting the issues they care about most, and you have some compelling reasons why companies should consider nonprofit sponsorship.
However, you can’t just sponsor a nonprofit and then say “Hey, we’re great and we sponsor this nonprofit…” in your advertising. In fact, doing so will diminish the affect of the benevolent halo effect.
HERE’S WHERE CO-ADVERTISING COMES IN
Co-advertising is when a company sponsors a brand building campaign focused on a nonprofit and then associates themselves with the campaign by adding a “sponsored by” or something similar, to the end of a commercial, to the bottom of an ad, or any other channel used to marketing the brand building campaign. The key here is that the campaign’s primary function is building the brand of the nonprofit. However, the company benefits by being associated with the nonprofit and by reach and impact of the campaign.
A million people see the campaign? That’s not only fantastic for the nonprofit, but that’s a million people that now associate the sponsor company with the good work that’s being done to tackle environmental and social issues.