It’s the holiday season, a time of giving. This time of year, it’s not uncommon for equine businesses that are heavily involved in their community to be approached for sponsorships, donations, or volunteer time. First off, good on you for staying connected locally, such that this opportunity has presented itself. Sponsorship, donation, and volunteer opportunities are a great way to benefit both your business and the cause you are supporting.
This level of awareness of your business and the associated goodwill can do wonders for your reputation (and it generally makes us feel good, being able to give back in this way, too). Our resources (time & money), however, are finite. So while each situation is unique, you will need to evaluate each ask against your own business, values, and goal objectives.
Below is some guidance on how to maximize the impact of sponsorship, donation, and volunteer efforts for your business while aligning with what you are passionate about. This guide will help you navigate sponsorships, donations, and volunteer opportunities so you can make informed decisions that benefit your horse program and your community.
Understanding Sponsorships, Donations, and Volunteering
Sponsorships
Low on time commitment but high on financial investment, sponsorships are a great way to build business within your community. Examples include sponsoring an event, a team, a conference, media programming (such as podcasts or videos), publications, a cause, a venue, or an influencer.
Donations
Typically less visible than a sponsorship but more so than volunteering, donations are more middle-of-the-road, quantified in any mix of products or quantifiable services. Examples include donations of services (like a package of riding lessons), products, money, and supplies.
Volunteering
The opposite of sponsorships, high on time commitment and low on financial investment. Volunteering requires giving your/your employees' time. Examples of volunteering opportunities include championing for a cause, helping at an event, and supporting a nonprofit organization.
Evaluating Sponsorship, Donation, or Volunteer Opportunities
When presented with an opportunity to sponsor, donate, or volunteer, evaluate it for fit (again, time and money are finite, so this is an important step in ensuring the opportunity is mutually beneficial).
Aligning with Objectives
Brand Awareness
Lead Generation
Brand Alignment
Community Engagement
New Market Penetration
Connection with Collaborators
Audience Fit
Demographic Fit
Geographic Reach
Psychographic Fit (shared values and lifestyle)
Marketing and Visibility Potential
Brand Placement
Event Activation (involvement in giveaways, contests, and interactive experiences)
Media Coverage
Social Media Exposure
Financial and ROI Analysis
Cost-Benefit Analysis (sponsorship, donation, or volunteer time cost vs. prospective opportunities for return)
Return on Investment (ROI) (potential leads, sales, and brand reach)
Incremental Revenue (direct new sales or customers)
Other Considerations
Identify prospective exclusivity and competitive advantage.
Discuss co-branding opportunities.
Address any potential risks to your brand, like controversial events and topics.
Provide a clear breakdown of payment terms and cancellation policies.
Consider strategic partnership and data sharing opportunities (be mindful of privacy commitments, though).
A strong business case for sponsorships, donations, and volunteering demonstrates the value of the partnership from both a strategic and financial standpoint. It provides a clear roadmap of how the opportunity aligns with your business goals, maximizes visibility and engagement, and delivers measurable results. When evaluating the business case, it’s important to balance qualitative benefits (such as brand alignment and community engagement) with quantitative metrics (such as ROI and sales growth).
One important note - only financial donations can be accounted for to reduce your tax liability. Time cannot be quantified for tax purposes (so for example, if you donate a lesson package worth $200 you cannot take a $200 deductible in your taxes because the actual deliverable is your time, not a tangible asset worth $200). This shouldn’t stop you, though, as there are significant considerations of value when sponsoring, donating, and volunteering. It is, however, something to be aware of as next year’s tax season comes around.
Sponsorships, donations, and volunteering are powerful tools to support your horse program’s growth while giving back to your community. Want help determining if a sponsorship, donation, or volunteer opportunity is right for you and your business? Perhaps you’ve already committed but aren’t sure of the best way to prepare and maximize on the opportunity. Set up some time with me today and let’s work on it together!
Hugs and Happy Riding!
Kristin
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Learn more about author Kristin Bowers.
Blog posts from Equestripreneur are not meant to replace individual professional advice, which will best inform personal circumstances.
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