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Maximize the Impact of Your Corporate Sponsorships

Social Media

Financial services companies are some of the most generous entities in existence. Here’s how to ensure that both you and the charities, nonprofits, etc., that you’re supporting gain the maximum amount of exposure and awareness for their causes.

Utilizing social media before, during and after corporate sponsorships events will help to gain the attention of the audiences that both you and the nonprofit organizations would like to reach. You can easily highlight your involvement by showcasing the work you and the nonprofit organization are doing through the systematic process detailed below. The organization will benefit from the added publicity that you are creating on their behalf, while you demonstrate your generosity and engagement.

Amplify your efforts by following these tips for before the event, during it and afterwards.

Before the Event

In advance of the event, compile a list of the social media account handles of:

  • the host organization;
  • speakers or dignitaries;
  • other sponsors; and
  • the venue (where the event is being held).

These social media account handles will be used during the event to engage with both individuals who are attending the event and people who can’t but are passionate about the cause. Additionally, they will be used to showcase highlights from the speakers as well as the event organizers. Both groups will feel appreciated and will most likely share your posts with their networks as well.

Following the event, the social media account handles can be used to provide key takeaways from the speakers and thank everyone involved for attending and/or speaking.

Create or Utilize the Event Hashtag

A hashtag can create great public awareness of an event and the people involved by boosting engagement with social media posts.The hashtag should be creative and should represent the event positively. 

A hashtag should be utilized during and after the event. It also has the ability to connect you as an individual to the event for future inquiries.

Read more commentary by Spencer X Smith here

Post on Social Media Using This Template

Here’s a sample post: “We’re thrilled to join @sponsor A and @sponsor B in supporting @event with @guestspeaker. Looking forward to seeing you there! #eventhashtag.” Be sure to include a link to the URL of the event itself.


Instead of simply hoping people will see your sponsorship, let’s make sure they do. Using social media ad platforms, advertise your posts to audiences interested in the organization, cause, team etc.

Platforms for posting can include Twitter, Instagram, Facebook, LinkedIn, etc. When posting, make sure you include the date of the event and scheduled time frame. Also, before posting, consider creating an advertising budget and analyzing your audience. By gaining a deeper understanding of who should see your post, you can set an audience in the social media ad manager programs. 

During the Event

Take photos and videos of your staff, clients and business partners attending the event. While the event is happening, post the content on social media while tagging the handles from the sample above.

Tagging people who are at the event increases the probability that your social media posts will be viewed by others because they are likely to share your posts with their audiences.

After the Event

Using the script from the sample above, post facts about the event (attendance, money raised, significant news, etc.) Consider adding an advertising component to promote this post to the target audience as well.

Share “thank you” posts on social media to help ensure that the people responsible for organizing and running the event feel appreciated. Engaging with those who were also at the event is a good way to reach new audiences, and liking, retweeting and other engagement with posts (utilizing the hashtags) associates you with the event.      

Both you and your company spend significant time and money participating in and promoting your involvement in sponsorship events. Social media is a fantastic means to amplify that message with a small investment of time, and if you choose to advertise, with a nominal promotion budget. Start taking advantage of the power of social media to promote worthwhile causes today.

Spencer X Smith is the founder of He’s a former 401(k) wholesaler, and now teaches financial services professionals how to use social media for business development. This column originally appeared in the Fall issue of  NAPA Net the Magazine.