09-05-2015, 09:44 AM
1) Sponsorship and why companies do it:
a) To directly connect with new customers in order to make money.
b) To generate publicity in a market place thereby indirectly reaching new customers from whom you can make money.
Do not confuse sponsorship with
2) Philanthropy (which I believe CS has benefited from in the past).
With philanthropy the giver has no expectation of a return. Such contributions are motivated by personal interest or belief that it is doing something for the greater good e.g. kids off street, promote certain values etc.
When you approach someone asking for their money you need to know which of the above levers you are pulling in your attempt to extract some cash from them
a) To directly connect with new customers in order to make money.
b) To generate publicity in a market place thereby indirectly reaching new customers from whom you can make money.
Do not confuse sponsorship with
2) Philanthropy (which I believe CS has benefited from in the past).
With philanthropy the giver has no expectation of a return. Such contributions are motivated by personal interest or belief that it is doing something for the greater good e.g. kids off street, promote certain values etc.
When you approach someone asking for their money you need to know which of the above levers you are pulling in your attempt to extract some cash from them