Making Your Law Firm’s Sponsorship Dollars Work for You
How often have you found yourself going to a sponsored lunch – that you didn’t really want to attend – as a seat-filler? As you look across the hotel ballroom, you see other tables that are maybe half-filled. Sometimes the attendees are so embarrassed by the empty seats that they remove their company sign from the table.
Is this any way to enhance your law firm's public reputation? Certainly not. Here are some thoughts to consider as you decide whether to approve that next luncheon sponsorship:
Does the request to purchase the table come from a firm client or is the money benefitting the attorney’s child’s school? If the request is from a client, you need to consider the revenue that the client brings to the firm. Would it be harmful to the relationship to NOT purchase a table?
Once you write a check, you have to decide who should attend. Invitations to client events should be much sought after and not given out as an afterthought. Your firm needs to create a culture among associates and senior staff that it’s an honor and an opportunity to have lunch with a client.
- Some events are “command performances” in that you and your firm can’t afford NOT to be there. It might be the United Way or the largest cultural organization in your given community. In that case, research the organization’s board membership and determine who are the current and prospective clients. Invite them to sit at your table.
Whatever you do, don’t be so free and easy with the checkbook. The money you spend for that next lunch should lead to new business, or increase your current business. And it should certainly enhance your public reputation.