Although the budget sources, decision-makers, goals and metrics are fundamentally different for corporate giving programs than they are for sponsorships, most nonprofits treat them similarly.
According to IEG’s ninth annual survey of nonprofit fund-raising professionals, 68 percent say their organizations view sponsorship no differently than philanthropy or simply as a category of funding for events and programs. Less than one-third (32 percent) recognize the need to treat sponsorship differently from donations given that it is designed to achieve marketing objectives.
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