Sponsoring an animal charity through your business is an excellent way to give back to your local community while promoting your brand. By partnering with a local organisation, you can help support animals in need, raise awareness about the important work that the charity does, AND bring positive attention to your business.
Large animal charities in bigger cities get lots of sponsorship and also have a higher local demand for animal adoption. It is often the smaller local charities that really need your support and are willing to market you on social media as a thankyou. These charities will often rescue from rural and regional areas where the pounds are overflowing and local demand for pets is not high enough to cope.
Today we’ll explore the benefits of sponsoring an animal charity through your business, and offer some tips on how to get started.
How does sponsoring an animal charity help my business?
Donating time, resources or funds to any kind of charity can be a great way to demonstrate your company’s commitment to social responsibility. Consumers today are increasingly concerned with the ethical and social impact of the companies they do business with. By aligning your brand with a respected animal charity, you can show you care about more than just profits, and you’re willing to take action to support causes that are important to your customers.
Animal charities often have strong and engaged communities of supporters. By partnering with one, you can tap into this community and reach a new audience of potential customers. This can help to increase brand awareness, drive sales, and create new business opportunities.
Another benefit to sponsoring an animal charity is the positive impact it can have on your staff. Many employees today want to work for companies that share their values and are committed to making a difference in the world. Charity is a great way to create a sense of purpose and meaning for your employees, which can lead to greater job satisfaction, engagement, and better work.
So, how do you get started?
Here’s our simple five-step guide to sponsoring an animal charity as a business:
1. Define your sponsorship goals
When considering sponsoring an animal charity, it’s crucial to have a clear understanding of your sponsorship goals. This means identifying what you hope to achieve through your partnership with the charity. Are you looking at increasing brand awareness, driving sales, making a positive impact in your community, or something else entirely?
Creating this definition ensures that your partnership with the charity aligns with your overall business objectives. For example, if your primary goal is to increase brand awareness, you may want to sponsor a charity that has a large social media following, or has events that attract your target audience. If your focus is on community impact, you might choose to sponsor a charity with a local presence that works directly with animals in your area.
By setting clear sponsorship goals, you can also measure the success of your partnership with the charity. For instance, if your goal is to drive sales, you can track the number of sales generated during the sponsorship period to determine the impact of the partnership.
2. Identify a charity that aligns with your brand’s values
Choosing to sponsor an animal charity is a great and worthwhile business decision. However, before committing your support, it’s important to carefully evaluate different organisations to pick the ideal one to sponsor.
First, create a list of charities that share your values and align with your brand’s mission and purpose. This will ensure your support is focused on a cause that resonates with you and is consistent with your brand identity. When evaluating potential charities, do your due diligence and investigate their reputation, track record of success, and impact on the lives of animals.
You can review financial statements and other public records to ensure they are using their resources effectively and efficiently. Also carefully consider the scope of the charity’s work. Some charities focus on specific types of animals or issues, such as wildlife conservation or animal rescue. Others may have a broader focus, such as animal rights or animal welfare.
Remember that you want to gain marketing from your sponsorship. It’s great if you’re donating funds just to be kind, but that isn’t helping your business. Below, we’ll talk more about promoting your sponsorship, but there are some early decisions to make. When evaluating potential charities to partner with, look at ones that are local to your business and have a similar target audience to you. For example, an animal shelter that usually caters to families will be the perfect partner for a business that also caters to families in that area!
3. Choose a sponsorship package
Animal charities typically offer sponsorship packages to accommodate various budgets and requirements. These packages may offer event sponsorship, logo placement on the charity’s website and social media channels, recognition in the charity’s marketing materials, etc.
It’s important to choose a sponsorship package that aligns with your goals and budget. For instance, if your goal is to increase brand visibility, opt for a package that includes ad placement. If your goal is to create a positive impact in your community, you may prefer a package that clearly shows where the money goes.
By selecting the appropriate sponsorship package, you can ensure that your investment is well-spent and that you’re maximising the potential benefits of your partnership with the charity.
4. Get your employees involved
Encouraging employees to volunteer their time or expertise to the charity, or organising team-building events around the sponsorship, can help to build employee engagement.
By participating in these activities, employees can develop a sense of purpose and meaning in the workplace, which leads to increased job satisfaction and loyalty. It also allows them to showcase their skills and talents in a different setting, which can be a valuable experience for personal and professional growth.
In addition to benefiting the charity, involving employees in the sponsorship promotes a positive image of your company in the community. It shows that you and your team are committed to making a difference and supporting causes that align with your values.
5. Promote your sponsorship
Once you’ve committed to sponsoring an animal charity, it’s essential to promote the sponsorship through your marketing channels. This can help increase brand awareness, generate positive PR, and attract new customers who are interested in supporting animal charities.
First, share the news on your website. You can create a dedicated page or blog post that highlights the partnership and showcases the animal charity’s mission and accomplishments. This page can also include information on how customers can get involved and support the charity, such as making a donation or volunteering their time.
Also leverage your social media channels. Share updates and posts about the sponsorship, highlighting the animal charity’s work and the impact of your partnership. You can encourage your followers to support the charity and share the news with their own networks.
Email (or physical) newsletters are another valuable marketing tool for promoting your sponsorship. Include a section in your newsletter that highlights the partnership and encourages readers to get involved. You can share success stories from the animal charity and showcase the impact of your investment over time.
To take your marketing efforts a step further, consider hosting a fundraising event or campaign to support the animal charity. You can use this event to generate buzz and promote your sponsorship, while also raising funds for the charity. Promote the event through your marketing channels and encourage your customers and employees to participate.
Sponsoring an animal charity through your business can have a range of benefits, both for your brand and for the animals in need. By aligning your brand with a local animal charity, you can demonstrate your company’s commitment to social responsibility, reach a new audience of potential customers, and create a sense of purpose and meaning for your employees.