Anisha Robinson Keeys | Understanding The Differences Between Corporate Sponsorship And Corporate Philanthropy
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Understanding The Differences Between Corporate Sponsorship And Corporate Philanthropy

Understanding The Differences Between Corporate Sponsorship And Corporate Philanthropy

Corporate philanthropy and corporate sponsorship are not the same.

Here are six distinctions:

  1. Corporate philanthropy is motivated by altruism. And supports a socially beneficial cause without financial or material reward to the corporation.
  2. Philanthropic gifts could include donations of money, goods, services, and time.
  3. Corporations seek to enhance their image and promote goodwill with stakeholders and the community.
  4. Corporate sponsorship is a mutual business proposition that offers value in exchange for money. Sometimes referred to as cause-related marketing, corporations get a return on their “investment,” enhance their profile, associate their brand with a cause, and or attract customers who support that cause.
  5. Sponsorship typically involves a contractual relationship between a corporation, nonprofit or a for-profit brand.
  6. Another distinction between the two is that some sponsorship costs are eligible for a write off as a full business expense, including: television and digital media placement, co-branded promotional products, and printing.

This is not an exact science. Increasingly, the line between philanthropy and sponsorship has blurred as some corporations create a hybrid between the two types of giving.

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