Devoted to small businesses and those who run them

Sponsoring a community event can be a great way to boost your business brand locally.

Whether you do this to support the community or as a strategic marketing approach (or both) here are some basic tips.

1. Before you agree, make sure the community organization or event is a natural fit with your business brand or your business clientele.

Example: An accountant might sponsor a prestigious golf tournament even though golf isn't his business. The client group he is targeting may be the same ones likely to be involved in the golf tournament or its organization.

2. Determine exactly what is expected of you in terms of goods, services or financial contributions.

3. Do you need to make a speech on the day? How many people will be in attendance? 

4. Determine exactly what you get in return.

5. Discuss and finalize key dates, timelines and details.

6. Find out who the other sponsors are so there are no conflicts of interest e.g. your competitor being the other key sponsor. 

7. Check with the organizer before the day to see if they need anything more from you. Things can fall apart if not well organized and you don't want your name associated with a debacle.

8. If you are very busy, appoint a key contact person from your office to be the liaison between the organizers and you, so you're in the loop without having to attend to the details.

9. Don't be afraid to negotiate e.g. costs. 

10. Anything else?

• Do you have other tips for small businesses wanting to sponsor community organizations or events?