sponsorium-report-june-communityThe figure that has started to carry the most weight in corporate community investment departments around the world may be the one tied to measurement and evaluation. Return On Objectives (ROO) is the quantitative analysis of qualitative data. Groups seeking funding from Brazil, coincidentally the host nation for this month’s World Cup, are meeting a higher level of brand objectives than from anywhere else. Causes requiring support that are important in Brazil are most likely important in other regions as well, but it could be that the groups in Brazil are best equipped to present them and are targeting brands (in all countries) that may have a history for supporting similar projects.

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