Sponsorship Strategy: Prioritizing Requests
In small towns across southwest Kansas, generosity runs deep. Whether you're running a boutique on Main Street, a growing ag business, or a service-based shop, you've probably been asked more than once to sponsor a ball team, donate to a fundraiser, or help cover event costs. Saying “yes” to everything isn’t realistic—but saying “no” without a plan can feel random, or even risky for relationships you value. That’s why we encourage business owners to create a Giving Schedule—a tool that helps turn community support into strategic growth, not just another expense.
It starts with knowing what causes match your mission. What matters to you, your employees, and your customers? Maybe it's education, youth activities, mental health, or arts and culture. Choose two or three focus areas and stick to them. This focus builds trust. According to a 2022 survey by MetLife and the U.S. Chamber of Commerce, 80% of small businesses have a mission that includes giving back. When you define what matters, you make it easier for your team to say “yes” to the right things and “not this time” to what doesn’t align.
Next, ask the right question when someone comes knocking: How have you supported our business? That might look like shopping local, sharing your posts, leaving a review, or offering some co-marketing exposure in return. Sponsorships should be mutual. If there’s no give-and-take, it’s probably not the partnership you're looking for.
Visibility is another piece of the puzzle. Southwest Kansas communities are proud of their events and organizations—but not all sponsorships offer the same value. Think about the audience you’ll reach. Will your name be on a banner for one afternoon, or featured throughout a sports season? Will you get tagged on social media or mentioned on a livestream? Are you one of five sponsors—or fifty? Local sponsorships can increase brand awareness by around 22% (Business Card Junction, June 2025), especially when they offer personal connections and repeat exposure.
To really bring structure to your giving, we recommend plotting out an Annual Giving Schedule. Identify the times of year when your chosen causes are most active—like spring sports leagues or back-to-school drives. Break your sponsorship budget into tiers. You might reserve 60% of your budget for big, mission-aligned events, 25% for community favorites, and 15% for small, rolling requests. Leave a little wiggle room for emergency fundraisers or unexpected needs. And don’t forget to track the outcomes. Companies that measure their sponsorship ROI are more likely to see those investments pay off.
When you align your sponsorships with your mission, you’ll notice the benefits go beyond brand exposure. You’ll build local trust and loyalty, strengthen your economic impact (studies show $0.68 of every dollar spent at a small business stays local, per Stellar Bank 2023), and improve employee morale—with 93% of employees saying they value working for a purpose-driven company (Porter Novelli, CSR stats). Not to mention, community involvement just feels good: 95% of small business owners say it’s personally important (NFIB 2024).
Still, there’s a line between generosity and distraction. If a request brings lots of visibility—even if it’s not directly reciprocal—it might still be worth it. But if there’s little visibility and no support in return, it’s probably time to pass.
If your sponsorship strategy feels all over the place—or if you’re simply getting too many asks—Power Brand Strategies is here to help. We can audit your past sponsorships, evaluate what’s working, and build a 12-month Giving Schedule that reflects your values, your budget, and your goals. We’ll even help you design visibility-optimized sponsorship packages, so every dollar does more.
Your generosity deserves more than good intentions. It deserves strategy. Let’s connect and turn your giving into lasting impact—for you and the community you love.
