Making cause-related sponsorship effective

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands