Sponsored Council Communications

Councils across the UK are under increasing financial pressure, struggling to raise enough revenue to cover the rising costs of social care and other essential services. As a result, many are turning to cost-cutting measures including reducing physical communications to residents, such as printed bin collection schedules.

While this is a logical way to save money, there’s another approach that could both reduce costs and generate new income: sponsored communications.

Take bin schedules, for example. Most households stick them on the fridge and refer to them at least once a week. As advertising real estate, especially for local businesses, this is incredibly valuable.

Councils could offer local companies the chance to sponsor these communications. The top 80% of the page would carry the usual Council content (like the bin schedule), while the bottom 20% would feature branding or messaging from the sponsor.

In return, the advertiser would cover all printing and postage costs and pay a fee to the Council for the advertising rights. Since many companies already invest in direct mail marketing, the cost difference would be minimal, making this an attractive commercial opportunity.

From a sustainability perspective, all materials could be printed on recycled paper or card with eco-friendly inks. Participating businesses could also commit to reducing their other direct-mail campaigns, ensuring no net increase in paper use.

Residents would be informed that the sponsorship helps the Council continue providing important information at zero cost to taxpayers. The revenue could be directed into a dedicated fund to address local needs, such as repairing potholes or improving waste services.

In fact, strong demand from advertisers might even lead Councils to increase physical correspondence, strengthening engagement with residents while generating additional income.

Of course, not every communication would be suitable for this model (a Council Tax bill probably isn’t ideal for sponsorship!), but wherever Councils send printed materials that residents are likely to keep and reference – bin schedules, recycling guides, community safety notices – this model could provide a valuable, untapped revenue stream.