With the current economic situation and the financial issues of the market, it is vital that companies find new ways to differentiate themselves against their competitors and increase brand awareness amongst their target audience. There are a number of ways to do this, but one of the best ways to increase brand awareness is through partnerships – specifically partnerships in relation to charitable work and activities.
Brands have been involved with charities as part of their corporate social responsibility positioning for decades. However, a recent occurrence that is increasing is linking brand support of charities through marketing campaigns and sponsorship activation. Associating charitable support through sponsorship rights is an effective way to create an emotive response alongside the goodwill already built through their sponsorship activation.
Increasing your brand loyalty and forming a partnership with a charity is a business deal rather than a charitable donation. Companies choose to support a charity in order to align their PR activity with a cause-related issue that enables them to build or increase their reputation amongst their target market.
The first quarter of 2023 has definitely been difficult, with many of us (family, friends, colleagues and staff) facing more challenges than others from these weather events, however resilience, compassion and kindness is a great way to deal with these challenges.
On the 18th May Partner & Director Scott Birley of Coalface Consulting has put together a Grocery NZ Invitational Charity Golf Day at Huapai Golf Club. Scott has reached out to the FMCG community who have come together to support two fantastic charities.
Heart Kids NZ: The only national organisation in Aotearoa New Zealand dedicated to providing lifelong care and support for children, teens, adults and whānau impacted by childhood heart conditions: www.heartkids.org.nz
Sports Foundation: Supporting the health and wellbeing of kids in sport who sadly suffer the loss of a mother or father: www.sportsfoundation.co.nz
All proceeds raised on the day go back to Heart Kids New Zealand and the Sports Foundation.
The evening’s auction and dinner will be one of the highlights of this charity event along with hearing stories from the guest speakers.
Tom Abercrombie- Breakers Basketball Captain and Heart Kids NZ Ambassador
Monica Falkner- Mystics Netball
Ian Foster – All Blacks Coach
Some of the awesome items that will be up for auction are:
- 2022 signed and framed black ferns world cup winning jersey
- Cairns Getaway for 7 nights
- Signed and framed Rugby World Cup 8 winning captains
There are a few spots left for teams or individuals who would like to be involved and your kindness will resonate with the local communities throughout New Zealand and show support to those kiwi kids in need.
This article was supplied by Partner & Director Scott Birley of Coalface Consulting. For further information or to get involved contact michael@sportsfoundation.co.nz
