It’s the time of year when our thoughts turn to giving. This can be true for our professional lives as well as our personal lives. How? By having your business support a non profit. More than a charity, this type of support is a way for your business to give and receive.

There are many different ways a business can set up a sponsorship – paying for a local sports team’s kit, helping organize a charity event, the possibilities are endless. For example, we support the North Charleston Chamber of Commerce, Greater Business Networking and the Palmetto Adoption Fund in a variety of ways.

We combined what we know with advice from the Better Business Bureau and The People Network to share how sponsoring non profit organizations and events can be good for your business.

1) Raises brand awareness

This goes without saying. Businesses sponsor events because it puts their brand in the spotlight for the event, generating positive PR and raising brand awareness for a short period of time. Sponsoring a local softball team, monthly event or individual can raise brand awareness to a larger audience for a longer period of time, as your brand will be associated with the organization on more than one day of the year.

2) Promotes an emotional connection

You’ve heard it before: people often spend with their heart. Seeing your business connected to a non profit shows people that you care enough to get involved at the community level. As a result, your business becomes more appealing, building credibility, increasing trust and promoting a positive image.

3) Provides media exposure

Many non profit organizations do everything they can to drive media to their events – and they’re usually quite good at it. As a result, your business will be exposed to more consumers, simply by taking part in the event. For example, the BBB’s Top 10 Scams is seen by millions across Canada thanks to heavy media coverage.

4) Giveaway promotional materials

Most non profits have no problem with your business giving away any ‘swag,’ ‘freebies’ or promotional materials to enhance the experience with your brand. This allows you to increase awareness of your products/services. You can even use the event as an opportunity to test market a product before investing in a larger marketing campaign.

5) Captures a wider demographic

All kinds of good people show up to support a good cause, including those who may otherwise not show any interest in your business. Your involvement with a non profit can provide plenty of opportunities to network with those that you would otherwise not have the chance to meet.

6) Provides a different type of ROI

Sponsorship does not lead to direct financial reward; that is not the point of it. The return is this: you get to support a worthwhile individual or cause while boosting your business’ profile at the same time. In other words, it’s a win-win.