Have you ever looked for exciting nonprofit events for product sampling and brand activation and found one with your ideal target audience, only to discover that a competitor already snagged an exclusive category sponsorship?
Don’t fret, there are usually other ways you can reach the same event’s audience. Repetition breeds familiarity and trust, and there are many low and no-cost ways to help your target customers get to that loyal comfort zone with you.
In-kind product donations, a.k.a. sending products to events for attendees to sample, is a well-known marketing and CSR practice that not only spreads brand awareness but also boosts your brand’s reputation. Founders of brands like Stone Brewing, Hint Water, and Kind Bar have been outspoken about using this strategy to generate growth and loyalty through charity and community events.
Leveraging the power of reciprocity, sampling removes the barriers and financial risk of trying something new for your prospective customers. When your products are at an event that supports a cause they care about, this alignment can enhance their positive feelings about your brand even more.
Let’s explore some event activation strategies so your brand can reach target consumers at highly desirable events without a paid sponsorship.
Why engage in CSR?
Corporate social responsibility, or CSR, is the idea that businesses have an obligation to devote some of their resources towards charitable causes to make the world a better place.
While it initially might not seem productive to “donate,” there are many benefits for you as a donor company as well as the beneficiary in a CSR partnership. Consider the following data from Harvard Business School:
77% of consumers are motivated to patronize socially-minded companies over competitors.
92% of employees working at socially-minded companies said they’d be more likely to recommend their workplace to those looking for a job.
90% of employees working at socially-minded companies say they’re more motivated, hard-working, and loyal.
Not only will you attract prospective customers with your charitable activity, but you’ll make your work environment more satisfying as well. Plus, you may be able to receive a tax deduction for your contributions, which reduces the financial barriers of donating.
What is event activation?
Event activation is a form of brand activation in which your business supplies products or gift certificates to an event for partnership and promotion. In turn, this shares your brand and increases your visibility among new audiences.
This tactic is especially useful as part of a CSR campaign because it allows you to build a charitable reputation while promoting your products and services. So, find nonprofit events that match your values and target market and offer to supply samples for their next event. For example, if you run a pet store, excellent nonprofit partners might be animal shelters or pet clubs and associations.
Unlike TV commercials or social media ads, events are all about socialization and connection, providing you the opportunity to personally connect with potential customers. So be sure to offer ways for attendees to stay in touch, such as signing up to receive special offers on the products they sampled.
Why donate in-kind gifts?
While nonprofits appreciate monetary donations, in-kind contributions can be just as, if not more, valuable to your partner. Some unique traits of in-kind gifts include:
Scalability. In-kind contributions can be more flexible and scalable than monetary gifts, which may need budgetary review. You could donate excess goods, products designated for marketing promotions, time, or experiences based on your resources and bandwidth.
Tax-deductibility. In-kind donations may be tax-deductible, so your business can minimize the financial impact.
More impact for less cost. Your products might be able to help nonprofits offset expenses, but cost you much less than the retail value. In these cases, something that your company may consider excess inventory or a product/service, such as tickets to a museum, that you have ample ability to provide will attribute a much higher value of generosity and support.
Donating in-kind gifts is an especially useful tactic for brands and services with broad target markets as they can support the nonprofit while spreading brand awareness. So, if your brand qualifies, this is an excellent opportunity to kill two birds with one stone!
Top Event Activation Strategies for Product-Based Brands
Why would a nonprofit consider accepting products from multiple companies for an event? Often, an event requires more variety and volume than one brand can provide. If one event is effectively closed to you due to sponsor preference, other events held by the same organization may not be covered by the same exclusivity clauses.
Before determining how you’ll present your products, it’s crucial to ensure you find the right events for your needs. Though the prospect of working a large gala fundraiser is tempting, you need to be realistic and consider your time and budget’s flexibility.
When budgets are tight and you don’t have as much product to give, the trick is finding other highly targeted opportunities like VIP appreciation events or happy hours. While these events are smaller, they’re potentially more personal, impactful, and affordable.
Now, let’s explore some event activation channels you can use to spread your brand awareness.
Gift Bags
Sponsor exclusivity may not extend to products included in gift bags. When providing products for an event’s gift bags, consider:
Pros: Everyone at the event gets your product.
Cons: You won’t directly interact with consumers, increasing the need for bouncebacks.
Gift bags are a smart option if you have products to send but are short on time or staff. This low-touch opportunity can establish some brand recognition without pulling too much from your human resources.
Vendor Booth
Regardless of what competitors are doing, you may still be able to purchase a vendor booth where you can interact with attendees and give away samples. Reach out to see if buying a booth is a viable option for your team. Consider:
Pros: People get to interact with your team, try your product, and give direct feedback.
Cons: You’ll have to consider the cost of the booth itself and staff time, especially if events last multiple days.
Vendor booths are the best option if you have the time, staff, and budget to make it happen.
Incentives
Fundraising campaigns and a-thons may use packages created with your products to reward participants who reach certain levels. When offering your products to be used as incentives, consider:
Pros: You receive extra promotion of your items as a coveted prize, lending your brand prestige. Links to your website and social media may be used/promoted as well.
Cons: Typically no direct interaction with attendees.
Try this strategy if you can offer universally-desirable, unique packages and want to save time.
Silent Auction or Raffle
If an event has a silent auction or raffle, this may be the easiest way to get brand exposure. Donating a larger basket or bundle, exceeding any competitor’s package if you can, can draw as much attention as a sponsor’s name on a program. Here’s what to expect from this strategy:
Pros: This is a very common need of nonprofits and schools that fundraise, so can be easily scalable to promote your brand and products and engage as many people at events as you want it's relatively easy to put together a package, such as a bundle of brand favorites or a gift certificate for a popular starter service.
Cons: There’s no direct interaction with attendees unless you attend the event yourself.
This strategy is best for brands looking for a quick, easy way to get in front of attendees, including new product launches One of the most successful companies to utilize this tactic, becoming the foremost brand in their industry, was Green Mountain Coffee Roasters, which established a national reputation for generosity and was able to introduce their Keurig machines, pods, and convenience into tens of thousands of households through donating to silent auctions alone.
Day-of Volunteering
If the event is in your community, consider gathering a team to volunteer together. Wear branded attire and talk up your own contributions such as gift bag items or auction or raffle prizes, when meeting attendees. Volunteering considerations include:
Pros: This strategy is scalable to involve as many or as few of your employees as you want. It also gives you an experience from an attendee’s perspective, so you can evaluate how much to sponsor or participate in future events. Plus, it involves your employees directly, offering them a sense of purpose.
Cons: This requires your employees and friends to participate, so it’s up to you to encourage them to volunteer.
This approach is best for causes that are universally liked by your employees. Creating fundraising teams for races and runs can also provide similar exposure.
Committee Volunteering
Allowing your team to join event planning committees as company-paid volunteering can give you the inside scoop on opportunities you may not otherwise hear about, as well as form relationships that can benefit your brand in the future.
Pros: You’ll gain access to insider information and opportunities. Plus, you could get first rights of refusal for the promotion of your products.
Cons: It’s a more involved time commitment, depending on the event size, history, and your selected role.
Consider committee volunteering if you have highly dedicated team members willing to represent your company by taking on more involved roles in community partnerships.
Getting Started
Whether you’re new to partnering with nonprofits or looking for new collaborators, it can be daunting to find the perfect match for your business. But, with the help of event databases and platforms, it’s never been easier to connect with the right organizations.
A corporate giving platform like DonationMatch enables you to set parameters for finding events by size, location, audience demographics, and event type to identify and directly reach out to event organizers. In turn, you’ll save significant time, effort, and money.
To start your event activation strategy strong, use DonationMatch to find collaborators that align with your values and goals. Then, plan which event activation tactics work best for you, and start spreading the word about your brand. If you consistently apply these strategies to build and strengthen relationships with consumers through nonprofit partners, your brand will flourish along with your social impact.