Slight Increase in Corporate Giving Found in Year-End Review of CSR Data with Annual Projections

Several Emerging Sectors Identified for 2014 in Sponsorship and Community Investment Data
Jan 2, 2014 2:00 PM ET

MONTREAL, January 2, 2014 /3BL Media/ – The New Year begins with a head start for brands able to benchmark their community investment activity, which through data reviewed in the annual version of the SPONSORIUM Report, sees year end averages for donated amounts up just 1.2% over last year. The Report compares data over the last five years, where the Health sector has seen the biggest increases (63%). Over 50,000 activities were tracked in 2013.

The Report also has a Sponsorship version, and both of which are published monthly by SPONSORIUM International, the world’s leading Sponsorship and Community Investment management software provider. With the Winter Olympic games approaching in February, data that dissects the breakdown of sponsor participation and average fees for Winter Olympic sports are shared. A clear trend is evident showing steep increases in rights fees for sports such as Ice Hockey and Skiing in the years leading up to the Games.

The SPONSORIUM Report publishes data and insights globally, as well as regionally for many countries including the United States and Canada, Europe, Asia Pacific and the Middle East, to improve benchmarking ability in the Sponsorship and Community Investment industries.

Additional highlights from these special editions of the report include the overall market landscape of the sectors that makeup Community Investment. Activities based in Education dropped 5% over 2012, but noted increases in Community Events, Health, and Military support offset it.

The report also offers unique drilled-down sections on the Environment, which correlates the financial amount donated by corporate brands alongside how well the strategic objectives of these brands were met via these Environmental activities. Donations of $100,000-plus returned, on average, 51% against brand objectives, while average donation amounts were down significantly.  

Experts from the field, either in Sponsorship and Marketing or Community Investment and Corporate Citizenship are often quoted in the Report to provide additional reaction to the data SPONSORIUM aggregates.

January’s Report uses data collected from throughout the year – over 50,000 opportunities and partnerships in all taking place (in 2013), in 145 different countries. The data is collected from the PerforMind™ software, which over 250 brands around the world rely on to track and evaluate their own Sponsorship, CSR and Community Investment activities.

"There is no more powerful instrument for brands who want to benchmark their own activities than the real data examined by The SPONSORIUM Report. As the calendar changes, it is imperative for them to look and learn from the past year while working to create greater impact in the year ahead,” said Paul Pednault, Founder and President of SPONSORIUM.

“The January edition, both for Sponsorship as well as Community Investment, is special, as it examines a full year of actual data. Benchmarking and making accurate projections, such as really identifying the next emerging sectors can only be achieved by relying on real-time data,” said Seth Leeds, Editor of the SPONSORIUM Report.

The SPONSORIUM Report publishes monthly, and is available for free download via the website or found in the Reports & Statistics area of the PerforMind™ software.


SPONSORIUM provides online Sponsorship and Community Investment Management software to brands in more than 50 countries. The PerforMind™ system allows corporations to efficiently and consistently evaluate, manage and report on upcoming and current partnerships. SPONSORIUM empowers industry professionals to dedicate their time to improving partnerships and enriching communities through value-added tasks. “Freeing their hands, inspiring their heads,” as Founder Paul Pednault puts it.

SPONSORIUM is independent from consulting. It is privately funded, product-oriented and focuses on knowledge transfer. SPONSORIUM has invested more than any other in research and development and offers the ultimate online management software for engaging in sponsorship and corporate citizenship. Its PerforMind™ tool has been peer reviewed and improved since 2002.