Financing social marketing programs through sponsorship: implications for evaluation
Abstract
Purpose
The purpose of this paper is to report on research designed to assess the impact of sponsorship financing of social marketing initiatives on the evaluation of those social marketing programs.
Design/methodology/approach
The research utilizes an in-depth, multi-method case study of the Canadian Mental Health Association Calgary Region (CMHA-CR) who carried out a social marketing campaign concerning mental health behaviors that was largely financed by sponsors.
Findings
The sponsorship of the CMHA-CR social marketing program was complex with a total of 15 stakeholders involved as sponsors, partners and grantors. The research reveals that while there is considerable sharing of objectives among the stakeholders in this sponsorship, not all objectives are shared between sponsors and sponsees, and not all objectives are shared between the public and private sector sponsors of the program.
Practical implications
The research showed that because sponsors and sponsees share in many of the objectives of the social marketing campaign, the evaluation of the social marketing campaign, particularly its ability to achieve the social marketing-specific objectives, is of interest to all the stakeholder parties, and effective social marketing evaluation must also incorporate evaluation of the non-shared objectives of all sponsorship stakeholders.
Originality/value
Increasing social needs, accompanied by reduced government funding and increased competition amongst not-for-profit (NFP) organizations for that funding, are driving NFPs to seek innovative approaches to financing their social programs. The research reports initial findings critical in this environment, as well as raises issues and questions related to future research.
Keywords
Acknowledgements
The authors gratefully acknowledge the support of the Canadian Mental Health Association – Calgary Region for their generous assistance with and support of this research. In particular, the authors thank Rob Gray, Campaign Director as of June 2007 and Communications Manager previous to that; Judy Martin, Executive Director; Carmen Wyatt, Communications Manager as of June 2007; Bonnie Lee Morris, Fund Development Manager, and all at the Canadian Mental Health Association – Calgary Region. The cooperation of all campaign partners is also gratefully noted.
Citation
Madill, J., O'Reilly, N. and Nadeau, J. (2014), "Financing social marketing programs through sponsorship: implications for evaluation", Journal of Social Marketing, Vol. 4 No. 1, pp. 22-37. https://doi.org/10.1108/JSOCM-08-2011-0054
Publisher
:Emerald Group Publishing Limited
Copyright © 2014, Emerald Group Publishing Limited