Chapter 17 - Advertising and Public Relations

One hand washes the other when seeking sponsorships...

BGCA's BE GREAT advertising slogan

     When any non-profit organization approaches a company for a sponsorship, that company is faced with a decision to make. A sponsorship is an investment, and before the company sponsors an organization they look at how the business decision will be a benefit. Let's say an organization asks a local business for a $1000.00 sponsorship. That business needs to know if the investment will be more profitable as a result, instead of taking that money and creating an ad in the paper. In essence, the organization asking for the sponsorship needs to promote the local business so they feel it was a good investment. This is when the advertising sector for that non-profit needs to step up, and one of the best in the market right now is the Boys and Girls Clubs of America.

    When any Boys and Girls Clubs of America hosts an event, they need capital - so they look for sponsors. Through hard work and great promotion, many clubs across the nation build great relationships with their sponsors that give much needed help. A powerful advertising slogan the BGCA uses worldwide is "BE GREAT". - two powerful words that the organization teaches their youths to strive for everyday. Many companies like seeing that positive attitude when sponsoring an organization, that's why the BGCA has so many sponsors. Microsoft, Taco Bell, Tupperware Brand, H&M, The MLB, and The NBA, just to name a few, are all are long-time sponsors of the BGCA. Every time one of these companies sponsors an event, The BGCA adds the company logo to all ads pertaining to the event, gives a recognition speech for the company's contributions, and volunteers to help that company in any events they may hold. This is called cause-related marketing - here are a few companies showcased in BGCA ads...

The BGCA helps a long-time sponsor, H&M, attract more customers to their store by using their strong brand name and slogan. A percent of every H&M sale is then used to help the BGCA. 

Tupperware sponsors the BGCA's annual Youth of the Year event, and in return, The BGCA promotes Tupperware brand (flyers, program pamphlets, commercials, etc.).

     The BGCA's prestigious Youth of the Year event is like the Super Bowl of all BGCA events, and it gets a lot of media coverage. If people aren't at the event watching it, than they can read it on newspapers for weeks after the event is over. By Tupperware sponsoring an event geared towards promoting volunteer service, leadership, and character of our youths, it gives Tupperware a positive rep and a motive for customers to choose their product over competitors. In this situation it is a win / win for everyone, The BGCA, Tupperware, and the consumer. That is how powerful the Boys and Girls Clubs of America are in cause-related marketing. In this industry, one hand has to wash the other - and the BGCA's hands are quite clean.