Five Reasons to Boost Your Company’s Corporate Social Responsibility Image Through Sponsorships

In a busy marketplace, it can prove challenging for businesses to identify and illustrate everything that sets them apart from their competitors. While virtually every company has a clear business plan, operational processes, and target audience at its core, not all emphasize community involvement. However, in recent years, an increasing number of companies have realized the broad range of benefits of having a solid Corporate Social Responsibility (CSR) plan in place. CSR is a company’s commitment to giving back by supporting nonprofits, investing in community initiatives, and using its resources to create positive social impact beyond its business goals. Beyond the positive brand image CSR projects to stakeholders, employees, and customers, aligning one’s company to a worthy cause enhances that nonprofit’s visibility and much-needed funds to pursue its mission. It also promotes a purpose-driven culture throughout company ranks, which has proven to be an effective tool in attracting and retaining top talent. While there are many ways to support a nonprofit, sponsorship of a major fundraising event can arguably provide the most visibility while offering the best “return on investment.”

You’ll Be in Good Company

Looking for inspiration? You don’t have to look far to find several top-tier, global corporations that serve as shining examples of CSR in action.

Patagonia

Founded in 1973, California-based Patagonia is an outdoor apparel company that proudly proclaims it’s “in business to save our home planet.” Beyond the outstanding quality of its graphic tees, jackets, duffle bags, hiking shorts, and more, it is recognized worldwide for its environmental activism, which includes contributions of more than $230 million to environmental organizations. Through its “1% for the Planet” initiative, 1% of its sales are donated to the preservation and restoration of natural environments.

TOMS

Launched in 2006, TOMS’ business model is intimately woven into its CSR initiatives. Beyond fashionable shoes for every walk of life, the company launched as a groundbreaking One-for-One® giving movement – pioneering the union of profit and purpose. Having donated more than 100 million shoes and positively impacted over 105 million lives, that model has evolved over the last 19 years. Still, every TOMS purchase helps support children’s education, health, and well-being, giving kids everywhere the gift of better tomorrows. In 2024 alone, 69% of its Impact Grants – ranging from $10k to $100k – were targeted to Mental Health, 21% to Access to Opportunities, and 10% to Ending Gun Violence.

Hewlett Packard

Another shining example of a business model that is woven with a CSR thread, Hewlett-Packard, aka HP, pursues sustainability in its designs as well as through outreach. 100% of its 2022/2023 PCs and displays achieved EPEAT U.S. Gold. Standing for “Electronic Product Environmental Assessment” tool, it’s a premier global ecolabel for electronics and technology products that meet rigorous environmental impact criteria. Additionally, 100% of HP PCs and displays launched in 2022/23 contained recycled materials. Beyond the focus on environmental impact in its products, HP also pursues climate action through the energy efficiency of its products, while striving for zero waste in its operations. Companywide, it also supports human rights and digital equality through the HP Foundation.

Hasbro

With a mission to create joy and community through the magic of play, Hasbro is a leading games, IP, and toy company with such recognizable brands as Nerf, Play-Doh, and Monopoly under its umbrella. Beyond the role it plays in the lives of children and adults, Hasbro has been recognized as one of the 50 Most Community-Minded Companies in the U.S. by the Civic 50 and a Brand that Matters by Fast Company. Its main focuses include planet, play, people, and principles. Through intentionality, it has sought to reduce its carbon footprint, improve social connection and accessibility through its products, nurture an inclusive culture, and advocate for AI governance and an International Day of Play. Its philanthropic efforts in 2023 alone comprised $15M in total philanthropic support, impacting 3.9 million children and adults, and included 719k toys and games donated.

Because companies are often on the lookout for nonprofits that align with their values, 360MatchPro has compiled a list of 50 companies that nonprofits may want to approach for sponsorship opportunities. Included among them are AT&T, Bank of America, Coca-Cola, Dick’s Sporting Goods, Home Depot, Kroger, Target, Trader Joe’s, Walmart, Wells Fargo, and more.

Wearing Your Heart on Your Sleeve is Never a Bad Thing

While some individuals and corporations prefer to be quiet about their philanthropic giving, there are five key reasons to “wear your heart on your sleeve” and enhance your Corporate Social Responsibility image…

1) Project a Positive Brand Image to Investors and Suppliers

By aligning your company with a worthy cause that aligns with your corporate values – like a restaurant chain that partners with No Kid Hungry, you’ll demonstrate to your stakeholders that you’re a company that cares. A well-chosen cause and a demonstrated passion to back it will equate to an emotional investment that stretches beyond dollars. Your investors may experience a renewed or deepened belief in your company on the whole, and your suppliers may clamor to be involved in your outreach efforts. Caring can be contagious.

2) Promote a Positive Brand Image to Customers

A recent Nielsen study illustrates that CSR influences purchasing decisions. 88% of consumers want companies to help address social and environmental issues. Forbes backs the belief that when companies share consumers’ priorities, they are more likely to foster brand loyalty, with 77% of customers preferring to support brands that align with their own values and concerns.

3) Shine a Much-Needed Spotlight on a Worthy Cause

While it may feel self-serving to tout your philanthropic support for a nonprofit, if done correctly, your support could far surpass the dollars you donate. Although ExpertNonprofits.com recommends that nonprofits allocate 5-10% of their budgets to marketing and advertising, most lean into free or low-cost marketing options to try and get their message to the masses. By aligning with a company backed by investors, suppliers, dedicated employees, and a solid customer base, nonprofits are afforded an opportunity to supercharge the concept of word-of-mouth. As a company, you can promote your relationship with that nonprofit in a wide variety of communications, including email marketing, social media, and even advertising.

4) Generate Funds to Support a Nonprofit’s Mission

Whether making a donation, supplying a grant, hosting a company-wide fundraiser, or sponsoring an event, the dollars you generate will directly support your chosen nonprofit’s mission. Again, this is an opportunity to gain buy-in from all involved through donation matching, fundraising rewards, and personal involvement – whether attending or volunteering for the event you’re sponsoring.

5) Promote a Purpose-Driven Culture to Retain and Attract Employees

Last but not least, another compelling reason to “wear your heart on your sleeve” and boost your company’s Corporate Social Responsibility image is an opportunity to inspire warm fuzzies among your current and prospective employees. According to a Gallup poll, 76% of employees prefer to work for companies with robust CSR programs. Forbes backs that belief, sharing that employee engagement increases by 33% in companies with active CSR initiatives. Purpose-driven companies attract and retain motivated teams. More than that, a recent LinkedIn study revealed that 85% of employees are more likely to recommend companies with strong CSR efforts. Making philanthropic giving and volunteerism not only a PART of your company, but central to your company’s culture, wields the influence to enrich your employees’ work life and perception of the company for which they work. That’s a powerful thing.

Why Sponsorship is a Great Place to Start

Most nonprofit organizations offer sponsorship packages for their most prominent events. Besides the opportunity to “do the right thing,” a well-honed sponsorship package may offer incredible return-on-investment on those sponsorship dollars.

For example, in preparation for its annual Tailgate to Tackle Homelessness Benefit Gala, Metro Atlanta-based nonprofit Rainbow Village tied certain perks to the various levels of sponsorship. Its highest sponsorship level, the Hall of Fame Sponsor, receives ten event tickets at VIP table with company logo, logo placement prominently featured on all event promotion, on-site branding on outdoor billboards prior to the event and indoor billboards at the event, opportunity to have their company featured in press releases, stage recognition during the event, mention in at least six social media posts, featured in a blog post, featured in monthly e-blast, and listing on the event program.

With thousands of social media followers, website visitors, and e-blast subscribers, plus hundreds of attendees at the event, the Hall of Fame Sponsor will receive significant visibility from its support of Rainbow Village. Beyond being touted in the nonprofit’s marketing outreach, to maximize their impact, the Hall of Fame Sponsor should “shout it from the mountaintops” that they are supporting a nonprofit with a mission to bring Help, Hope, Housing, and Healing to families experiencing homelessness through their own marketing channels. While much of that is measurable, what isn’t is the way their employees will feel while attending the event, nor the way their customer base will feel while reading posts about their involvement. There’s no way to know for sure how their efforts to build awareness about Rainbow Village will contribute to additional event ticket sales or direct donations.

Sponsorship offers a great way to truly connect with an organization, and once you do, you can explore opportunities to become more involved. You could host a team building/community give-back event on the nonprofit’s campus, you could hold a donations drive around a specific time of year – like back-to-school or the holidays, or you could create a donation-matching opportunity for your employees, giving them a chance to make a difference in the lives of others.

Finding the Ideal Nonprofit with Which to Align

If your company has yet to connect with a nonprofit or your current relationship feels one-sided, it’s high time to start the search for an organization that tugs at the heartstrings of all involved. You may look for an organization that makes sense for your company’s purpose. For instance, a home builder may opt to align with a nonprofit organization that builds homes for the unhoused, or a clothing company may form ties to a nonprofit organization that supplies pajamas to foster children. Of course, your purpose and theirs may have nothing to do with one another. It may be a relationship that makes sense because your headquarters and theirs are in the same city.

Whatever the reason behind your selection – and no one says you have to select just one – make sure you do your due diligence. Use the IRS Tax Exempt Organization Search tool to check their 501(c)3 status. Visit their website to view their Impact Reports. And, request a tour of their headquarters to learn more about their mission in action. That last one is an excellent way to get an authentic feel for an organization, identify needs, and discover ways you can partner – beyond sponsorship of a key event.

Beyond a Google search to find a nonprofit near you, ask colleagues, friends, and family members if they’ve heard about a charity they believe in. Even better, create an opportunity for your team members to submit nonprofits for your consideration. Once you narrow down the list, create an anonymous poll where all employees can weigh in on their pick, then celebrate that choice and begin outlining ways to contribute to the success of that nonprofit.

In conclusion, it’s clear that aligning with a nonprofit is a wise move for any company. It can prove to be the start of a mutually beneficial relationship that includes improved visibility for the nonprofit and an enhanced CSR image for your company. If you’re unsure that a nonprofit is the right fit for you, starting with a sponsorship offers an excellent opportunity to dip your toe into their mission without becoming fully committed. From there, you can decide whether to go all in or have that sponsorship serve as a “one and done” scenario before you continue your search for the ideal nonprofit partnership to carry your company – and a cause you believe in – into the future.

Sources:

https://www.patagonia.com/actionworks/about