sponsorium-report-may-communityThe most common theme in years of reporting on Community Investment alignment with brand objectives, has been that the overall score of these activities is typically less than 50%. The airline industry is no different. Both percentages are slowly climbing as brands around the world have learned that they can better achieve their business goals by measuring partnerships in advance. Developing clear criteria that encompasses your brand strategy into your philanthropic review will improve the value of your Community Investment portfolio. There are many reasons why donations are still made, or partnerships still formed, in spite of lower than average scores. These likely will not change, but advance measurement allows for greater justification.

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