How to attract sponsorshipHow to attract sponsorship
This section gives basic information for putting together applications to companies.
To make an effective appeal to industry you must have a basic understanding of why firms give. This enables you to put forward good reasons why they should support your work. Remember, some of the larger businesses in the borough will receive in the region of 100 applications a week. You need to make a good case for yours to be successful. A company will not be particularly impressed with a general plea to ‘put something back into the community’. It will want something more substantial. You should be able to demonstrate a clear link with the company, be it geographical, product, employee contact, or some other connection.
The relationship between companies and the communities in which they operate is becoming more complex. Increasingly companies are expected, and are judged on their efforts, to get involved with the community and make a contribution over and above their role of providing goods and services, creating wealth, generating jobs and paying taxes.
Traditionally many have made an additional voluntary, usually charitable, contribution, and many are recognising the importance of such contributions as a natural part of the business process.
In addition to financial contributions, however, most companies offer types of non-cash support - staff secondments, product and service donations. Many also use commercial activities such as cause-related marketing promotions to benefit the community.
The World Business Council for Sustainable Development in its publication "Making Good Business Sense" by Lord Holme and Richard Watts, used the following definition of Corporate Social Responsibility. This definition demonstrates the driving force of many companies to give:
"Corporate Social Responsibility is the continuing commitment by business to behave ethically and contribute to economic development while improving the quality of life of the workforce and their families as well as of the local community and society at large."
Reigate & Banstead Borough Council
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