We value three things for sponsorship ROI: community impact, network impact, direct results. Our company sponsors many events that are purely about giving back to the communities we serve. If a high portion of our dollars go directly to the cause, or it is tied to a specific event/activity, we feel good about our investment. If we have the opportunity to improve a relationship with someone we do business with, it also adds to our hopeful future returns. Finally, if we can track business directly back to a sponsorship, that can justify contributing to the cause again in the future.