Making cause-related sponsorship effective

Geoffrey Precourt

Geoffrey Precourt, Warc's U.S. Editor, reports from the American Marketing Association (AMA) Webinar.

Making cause-related sponsorship effective

Geoffrey Precourt

For marketers with an eye on sponsorships, non-profit cause-related associations have the most powerful appeal to American audiences.

"There's real value in authenticity," Dan Kowitz, vice president of IEG Sponsorship Consulting, told an American Marketing Association (AMA) Webinar.

"Whether it's airlines supplying actual flights for the [Make-A-Wish Foundation] or any number of companies that supply old and refurbished laptops to schools, or water going to Haiti, there's a lot of good that can come from that. I think that the important part is that you get out there and tell the story…. Talk...

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