The Sponsorship Imperative: Getting to Engagement

No matter where you turn, engagement seems to be on everyone’s minds.  Marketing folks are focused on customer engagement, community engagement drives corporate giving programs, and HR teams are driving for employee engagement.  Sponsorship teams have a jump on almost everyone else when it comes to engagement.   The kind of high-touch sponsorships that many companies invest in — showing up at events and handing out swag, giving samples of products, hosting games and competitions, to name a few — are tailor-made to promote engagement.  And as we discussed in our previous blog post, The New Face of Sponsorship, many companies are expanding their reach, doing lots more grassroots, community-based sponsorships in lieu of (or in addition to) the big corporate sponsorships.  With all those additional sponsorships comes a big challenge.

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