Strategic Connections: Maximize the Impact of Your Community Sponsorships

By Lauren Moran

We all know that the heart of community banking goes well beyond checking accounts and business loans. Sponsorships and donations are powerful tools for community banks to strengthen ties with local residents and businesses. These efforts not only demonstrate your bank’s commitment to the community but also offer marketing opportunities that can increase visibility, drive engagement, and build lasting relationships. While many of us are working with one- or two-person marketing teams and a limited advertising budget, it’s imperative we make the most of our community sponsorships and treat them as incredibly valuable extensions of our bank’s marketing efforts.

Here are some tried and true ways to make a splash with your community involvement.

Likes and Clicks and Shares, Oh My!
There is no shame in shouting from the rooftops about all the good your bank is doing. Announce your partnerships and local support by sending media and press releases. You never know when news outlets are going to be in the market for a “feel good” story. As they say, a picture is worth 1,000 words. Positive community interactions featuring photos of your staff members in action are social media gold. Share pictures and news of your community partnerships on your social platforms, tagging other participating organizations, including references or photos of any influential or well-known community members like business owners, social media influencers, or local government officials. Encourage featured staff and community members to share your posts with their own social networks. Get even more mileage out of your event photos by adding them to a blog post or featuring them in your annual report.

Become the Go-To Resource for What’s Happening in the Community
Host a community calendar on your bank’s website to highlight events you are sponsoring. Use a consistent format and share as much detail about the event or cause as possible. You can even feature which of your core values the event or cause aligns with. Not only will your calendar serve as a helpful tool for community members, but it will quickly ramp up website visits and engagement from non-customers and customers alike who are seeking information on local happenings. Your website will quickly become a trusted community resource and will gain visibility for your bank in the process. It’s a win-win!

Think Outside the Box and “Beyond the Banner”
We’re all used to seeing the typical “bronze,” “silver,” and “gold” level sponsorship categories that allow logo placement, program mentions, a logoed banner, etc., but if there’s anything bank marketers excel at, it’s getting creative. Think of ways to expound on the typical sponsorships your bank takes part in, finding ways you can have an in-person presence or leave a lasting impression. Bank volunteers are always encouraged and appreciated, but what about setting up a fun, bank-branded photo op, doing a surprise giveaway, hosting a unique contest or serving as an educational resource at an event? Even if these ideas are not offered in writing on a sponsorship request, fun additions to fundraising efforts are almost always welcome and can create memorable ties to your brand.

It Never Hurts to Ask … (For More)
Many organizations are surprisingly open-minded in allowing some creative freedoms when it comes to “enhancing” a sponsorship. For instance, did you agree to sponsor the high school football team with a digital ad on their live streaming platform? Ask if the school would also allow you to hang a custom banner at the football stadium as part of this sponsorship so you can capture in-person impressions too. Are you sponsoring the local library with an annual donation? Ask if you could come up with a fun theme and name for an area of the library to highlight your successful partnership. Not every organization will be comfortable allowing this type of “enhancement,” but you won’t know until you ask.

There are endless opportunities to maximize the impact of your organization’s sponsorships, donations and community involvement. Leverage local and social media, involve your staff, become a go-to resource and get creative!

Moran, marketing director at Wolf River Community Bank, is Chair of the 2024–2025 WBA Marketing Committee.