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Marketing
Brand building tactics for the 21st century; Community sponsorships are good business not benevolence
Corporate Massage and Canadian Liver Foundation collaborate to connect
Ottawa communities with health and wellness information and services
OTTAWA - The Canadian Liver Foundation's Ottawa Chapter fundraiser, Stroll for Liver will be getting a nice pat on the back from its friends at Corporate Massage Therapy this June 8th, 2008. Literally.
Ottawa-based business, Corporate Massage Therapy, has pledged support of
$20,000 worth of services to the neighbourhood branch of the Canadian Liver
Foundation's national walk which raises funds for liver research and awareness
programs. Corporate Massage Therapy is the leading innovator in creating
convenient pro-active and rehabilitative healthcare solutions servicing
clients in Ottawa, Toronto and Montreal. "We are focused on community outreach
in hopes of fostering health education. We are donating gift certificates to
be used as incentives to donate to the Ottawa Stroll for Liver," says Jean-Guy
M. Francoeur, Managing Director, Corporate Massage Therapy. "Donors who pledge
or donate $50 or more get a Corporate Massage Therapy gift certificate for $50
that they can redeem for any massage treatment. The donor also receives a
charitable tax receipt from the Canadian Liver Foundation."
"Last year we created a new brand message, 'LIVERight' which is
reflective of our proactive approach to health. We're actively seeking
partners and sponsors who share this vision. Like Corporate Massage, we
believe that a healthy workforce in a supportive community is the best
business investment you can make with the most appealing ROI," says Annette
Martin, Acting Regional Manager, Eastern Ontario, Canadian Liver Foundation.
"I'm obviously biased, but building business through community
sponsorship with organizations that share your values and goals seems like
common sense," says Anna Withrow, Director of Business Development for the
Canadian Liver Foundation. "A company's commitment to social issues affects
consumers' decisions on where to work, where to shop and what to buy. I think
more people would like to be able to support their local community - they want
to see the impact of their contribution and naturally, there are benefits to
increasing its strength. This is where an organization like Canadian Liver
Foundation is a very appealing cause - we're an established national charity,
but our local chapters provide our grassroots outreach. Nothing is just a
number here - every dollar makes a difference, every volunteer is vital, every
patient with liver disease represents a family and a community that need our
hope and help."
Lots of hope and help are required. One in ten Canadians will be affected
by a liver or biliary tract disease in their lifetime and there is one
hepatologist for every 60,000 Canadians with liver disease. Awareness and
prevention programs are necessary to avert the long waiting lists this
situation creates.
Both the Canadian Liver Foundation and Corporate Massage Therapy advise
organizations to consider the following in their sponsorship plan:
- determine the focus of the program you are supporting and make sure it
marries with your organization's corporate values
- ensure that you can secure the resources to promote the program
internally and externally
- determine the barometer for successful implementation of the program
- document a program evaluation plan and commit to timelines for its
evaluation
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