publication date: May 30, 2012
author/source: Janet Gadeski
Calgary sponsorship expert Brent Barootes
Group - Sponsorship SpecialistsTM
has just polled 2,000 Canadians about
whether sponsorship influences them to switch brands. "Almost 58% will shift
when the brand supports their favorite charity and 51% when the band aligns itself
with an arts organization," he says. By contrast, not even 40% will switch to a
brand that supports their favorite sport or sports organization.
That may surprise you, although the findings are consistent
with earlier research on the same topic. "So overall," Barootes states, "charities
provide the best brand alignment and cause marketing channels."
And that's despite the fact that
in general, sport delivers affinity, interactive and fan experiential marketing
much better than arts and charities, he points out.
"If the arts and charities could
better understand how to harness this opportunity and do it correctly instead
of unprofessionally and randomly, they could benefit tenfold over what they are
now doing," he believes.
The survey also shows that women are much more likely to
make or influence a brand shift around an association with the arts and
charities than men do for brands with sport affinities. Not many charities are
taking full advantage of that, he notes, although the Re/Max - Children's Miracle Network
alliance, which links
beautifully with the female influence in home buying, is a notable exception.
What it means for you
In most cases, Barootes continues, the arts and charities
fail to recognize the strength of the female buying position, the strength of
brand affinity to their organizations, and how that can deliver results for a
brand. Too often, they want immediate results instead of building a
relationship and nurturing a brand affinity program to yield bigger results
down the road.
It's puzzling to see that expectation even in charities that
are fully aware of the need to cultivate and steward major donors for optimal