Why integrate sponsorship into the company’s strategy?
Posted: Sat Dec 21, 2024 4:58 am
So I gave 100, which only cost me 40, and I got 25 back. It still costs me 15, you might say. That's the principle, and the beauty of the philanthropic gesture ... but not only that.
Integrating patronage into the corporate strategy allows you to america cell phone number list act on more intangible levers, but with very real effects. Patronage is an opportunity for a company to demonstrate its values. This has an impact on its reputation and corporate culture .
3.1. Strengthening the company's reputation and its CSR through sponsorship
By supporting causes of general interest, companies improve their brand image and gain credibility with their customers and partners.
A strong commitment to sponsorship actions can thus help to differentiate oneself from the competition.
You've already seen it on a label, or heard it as a sales pitch: "1% of our profits are donated to...". This is an original addition to the list of 9 ideas for improving your company's reputation.
Sponsorship also contributes to the corporate social responsibility (CSR) strategy of the company. Let's be clear, it does not act as one. It is not by giving 5 per thousand of its turnover to plant trees that a petrochemical company (at random) builds a CSR and exonerates itself from its social responsibilities.
Otherwise it's called green washing or social washing , and it's guaranteed to cause bad reputation buzz .
However, sponsorship is an additional vector of the company's CSR strategy. It can even maximize the impact of a particular action, when it is aligned with the company's overall strategy.
3.2. Promote employee engagement and attract talent
Corporate sponsorship is also particularly effective in uniting employees around shared values. By involving employees in the governance of corporate sponsorship, or by mobilizing them through skills sponsorship, the company offers them the opportunity to express a commitment related to that which it asks of them at work.
Younger generations are particularly sensitive to the values and societal commitment of companies. A well-defined sponsorship policy can therefore be a major asset in the recruitment and retention strategy of talent.
According to the 2022 Admical barometer , 42% of companies see skills sponsorship as a way to unite employees, and 25% use it to attract talent. And 100,000 companies in France already practice sponsorship.
Corporate sponsorship is not limited to tax benefits (60%) and freebies in return (potentially 25%), it is also a powerful lever to strengthen the reputation and culture of the company. By integrating sponsorship into the corporate strategy, managers unite employees and attract talent, especially from the new generation.
By contributing to causes of general interest, they consolidate their social responsibility and their reputation with their customers. In short, it is not expensive to give (15%) to benefit from such competitive advantages. And do good, because that is the principle after all.
Integrating patronage into the corporate strategy allows you to america cell phone number list act on more intangible levers, but with very real effects. Patronage is an opportunity for a company to demonstrate its values. This has an impact on its reputation and corporate culture .
3.1. Strengthening the company's reputation and its CSR through sponsorship
By supporting causes of general interest, companies improve their brand image and gain credibility with their customers and partners.
A strong commitment to sponsorship actions can thus help to differentiate oneself from the competition.
You've already seen it on a label, or heard it as a sales pitch: "1% of our profits are donated to...". This is an original addition to the list of 9 ideas for improving your company's reputation.
Sponsorship also contributes to the corporate social responsibility (CSR) strategy of the company. Let's be clear, it does not act as one. It is not by giving 5 per thousand of its turnover to plant trees that a petrochemical company (at random) builds a CSR and exonerates itself from its social responsibilities.
Otherwise it's called green washing or social washing , and it's guaranteed to cause bad reputation buzz .
However, sponsorship is an additional vector of the company's CSR strategy. It can even maximize the impact of a particular action, when it is aligned with the company's overall strategy.
3.2. Promote employee engagement and attract talent
Corporate sponsorship is also particularly effective in uniting employees around shared values. By involving employees in the governance of corporate sponsorship, or by mobilizing them through skills sponsorship, the company offers them the opportunity to express a commitment related to that which it asks of them at work.
Younger generations are particularly sensitive to the values and societal commitment of companies. A well-defined sponsorship policy can therefore be a major asset in the recruitment and retention strategy of talent.
According to the 2022 Admical barometer , 42% of companies see skills sponsorship as a way to unite employees, and 25% use it to attract talent. And 100,000 companies in France already practice sponsorship.
Corporate sponsorship is not limited to tax benefits (60%) and freebies in return (potentially 25%), it is also a powerful lever to strengthen the reputation and culture of the company. By integrating sponsorship into the corporate strategy, managers unite employees and attract talent, especially from the new generation.
By contributing to causes of general interest, they consolidate their social responsibility and their reputation with their customers. In short, it is not expensive to give (15%) to benefit from such competitive advantages. And do good, because that is the principle after all.