Beware displeasing your Sponsors.
Sponsors have been withdrawing their support because the alignment of the brand with the sponsored is seen to be damaging to their brand.
Nestle has ended its sponsorship of IAAF Kids Athletics programme, as it fears the doping and corruption scandals engulfing the world athletics governing body could damage its reputation. The IAAF also lost Adidas’ support last month. Adidas' 11-year sponsorship deal, reportedly worth £23m, was due to run until 2019
“Sponsors have partnered with Fifa in order to build their brands, not have their reputations tarnished. The kind of activities that are alleged to have been going on could destroy billions of dollars of brand value. “
|Age UK took a knock on its alliance with Eon.|
Everything charities do hinges on public trust and the continued support through donating money, sponsoring people, volunteering and getting involved in lots of other ways.
It has become clear that none of the regulatory bodies — the government, the Charity Commission or even the trustees — were up to the job.
Betrayal of trust is bad at any time, and especially if it hits one
hard in the pocket as well as in the heart.
A staggering £37m was paid more than necessary by many struggling to keep warm in winter.
How do we make a success of selling sponsorship and fund raising ?
“When selecting a partner charity, we wanted our support to be more strategic – tackling issues that our staff care about, but making sure our sponsorship has the greatest impact possible,” Natalie Tickle at RSA Insurance Group.
“We wanted to support a charity that would be of interest and relevance to our business. The more relevant it is, the more engagement we have from staff at all levels,”
Inviting members of the organisation to experience the work that you do first hand is a great way to cement this relationship.
“As a corporate partner, KPMG uses its network, profile and role as a trusted advisor to business and government to campaign for businesses to become Living Wage Employers. Mike Kelly, KPMG’s head of living wage, was previously seconded to the Living Wage Foundation and provides us with a unique insight into the charity and the philosophy behind the extremely important cause it promotes.”
“In 2003 an Innocent marketing manager called Adam had an idea to get the general public to knit little hats for our smoothie bottles. That year Adam worked with Age UK (Age Concern) to knit 15,000 hats,” -Clemmie Nettlefold at Innocent.
“Now, 11 years on, we launch the Big Knit campaign every year and have popped more than 10.5 million hats on our bottles throughout Europe, helping to raise over £2.65 million to help keep older people warm in winter. The Big Knit has become one of the most recognisable charity corporate partnerships in the UK.”
“We’re not a business. We are a football club which was born out of community when a group of munitions workers formed a football team in Woolwich in 1886,” Kate Laurens of Arsenal football club.
Arsenal often focuses its charity work on helping the local community, and sees giving back as a key part of the club’s identity.
“The club realised its ability and responsibility to give back and reach people in a way that other organisations were unable to do”
“Early matchday programmes were sold in aid of Working Boys’ Homes and one of the first gestures from the club when Arsenal moved from Woolwich to Highbury was to put an endowment on a bed at the local hospital. Partnerships allow us to continue our tradition of giving and underpin the values of the club.”
“Corporate sponsorship allows both parties to enhance the authority, credibility and authenticity of what they are both saying,” says Murphy. “Businesses and charities can achieve more by working together to address social and environmental issues than by working alone.”
“Through our partnership with SSE, we are supporting the growth of social enterprises that address social needs in our communities and we are able to amplify the effect of our community investment programme,” -Natalie Tickle at RSA.
“Instead of making a one-off corporate charitable donation, we are investing in the leaders of these social enterprises, helping them achieve and sustain positive impact year on year.”