Using sponsorship to motivate and engage employees


Every business right now needs their people to be even more motivated and even more productive because times are tough – especially in this current environment.

It takes more than just a good brand name to build your business. It takes people. And not average people. It takes people who share the same motivation to make a positive difference and contribution to the lives and experiences of others.

Once there is alignment – having great people on the team just makes good businesses better. All the big brands are realising the profound benefits of aligning company values with their people.

And the value a business gives to its people directly correlates with its profits. It goes without saying that an engaged group of people will have increased productivity and sales as well as improved quality and service.

So how do we achieve this connection with our people? Valuing your people is actually about understanding what motivates them to act.

We must understand what motivates ourselves and our people if we are to be successful. It won't work if you think you can motivate them. In the same way, I'm realistic enough to know I can't motivate you in 10 minutes. It's just not possible. And if I do, it might last two hours, two minutes, two hours, two days at most.

What you need to do is encourage self-motivation by building new programs in your people that make motivation last – creating non-stop motivation not just now and then, but every day.

When we are motivated, we:

• Tackle problems easily

• We have more energy, we get more done and so have more time

• We are more successful at what we do

• We attract other like-minded people

• And we're reaching new goals because our self-esteem is healthy and strong.


The number 1 way to motivate your people is to unite behind a shared purpose.


Sponsor a cause that gets everyone feeling good. The number one way to motivate your people so your business thrives is to give them a reason to be passionate about a cause.


Successful businesses need a healthy society. And a healthy society needs successful businesses to meet their aspirations. It's that simple, you can't have one without the other.

So why do we do we want to give our people meaning and purpose?

1.Give your work meaning and give your workers something to attach to that will motivate them beyond the extrinsic rewards of their day to day. When they are intrinsically motivated by the desire to make a difference to the lives of families and communities the impact on productivity will be immense.

2.Start thinking of sponsorship in ways most appropriate to your business strategy – rather than as a generic vanilla pre-requisite. The prevailing approaches to sponsorship are so fragmented and so disconnected from business and strategy that it obscures many of the greatest opportunities for businesses to benefit society.

3.Sponsorship can be much more than a cost, a constraint or a charitable deed – it can be a source of opportunity, innovation and competitive advantage.

Sponsor an event, organisation or cause and make it meaningful. Manifest the purpose so people can see it, hear it, taste it, touch it, feel it and sense it. Then live and breathe it, in every facet of your business.

For all your sponsorship needs, visit us at

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