The backs of most event T-shirts look like the one on the left — a jumble of sponsor names and logos.
And that’s just how the event organizers like it.
The proliferation of community fund-raising events, such as runs, walks and golf outings, is good for all parties. The more sponsor money the better!
The sponsors, however, may be choosing to participate for reasons besides charity. Some, of course, are sincerely engaged in the cause. Some are playing the role of community citizen. Some may feel personal or political pressure. Some may be fulfilling employees’ interests. Regardless of their motivations, all donors should be profusely thanked and recognized for their generosity.
However, if one of their goals is to generate brand awareness, they are likely getting lost in the crowd.
Instead of making a nominal donation to multiple events, brands should consider moving to a less crowded venue — the front of the shirt.
Being the title sponsor of an event is consistent with recent trands in corporate giving; that is, giving larger amounts to fewer charities in order to make a greater overall impact. Take a page from Panera‘s book — own the event.