PrintIt's a fact: Consumers are more likely to buy from businesses associated with good causes. Large corporations spend fortunes on advertising that calls attention to their good deeds. But smaller businesses, particularly those with strong ties to their communities, don't need huge advertising budgets to get their good deeds noticed. Put simply, doing good deeds for others can be good for business.
So what good deeds can your business do? Plenty.
Here are some questions to consider when developing a philanthropic plan:
Is there a cause related to your business?
Sometimes there's a natural link between a business and a charity. A builder or contractor, for instance, could make a donation to Habitat for Humanity, an organization that makes it possible for low-income families to buy homes. A car dealership might make a positive connection with Mothers Against Drunk Driving or contribute to a local school's driver's education program. Likewise, it's logical for a restaurant or food and beverage store to donate to a local soup kitchen.
Is there a cause connected to your customers?
Do your clients love the outdoors? Consider making a contribution the Sierra Club, the National Wildlife Federation, or the National Audubon Society. If your customer base is comprise of primarily young families, sponsoring a Little League team or other youth organization might resonate with your audience.
You can also involve customers by donating a small portion of sales to charity.
Do you donate your money, your time, or your product?
Money isn't the only thing that you can donate to charity. Time, expertise and property are also worthy contributions. A computer company could donate equipment or instruction to local schools, libraries, or senior centers.
Schools, churches, and other organizations often hold charity auctions to raise funds. Contributing your company's product or service — a vacation package from a travel agent, a free consultation from a financial planner, or dinner for two from a restaurant — is an excellent way to spread your name in the community and create a positive image with customers.
Do your employees want to get involved?
Offer your employees the opportunity to get involved with company charity work. It's a great way to make a difference in the community and build your company culture at the same time. Better still, find out with what causes your employees are involved and look into supporting these organizations.
How do you get noticed?
This is the selfish part of selflessness. Some philanthropists prefer anonymity, but it's reasonable for businesses to expect some recognition for their good deeds.
There are several ways that this can happen. In return for sponsoring a youth sports team or a company walkathon, request that your company logo appear on the uniform or T-shirt. Donations of trees, benches, or playground equipment to park districts or towns are often recognized with a plaque or other marker. Donations to auctions or sponsorships of local events and performances are usually noted in event programs.
Send press releases to local media outlets. Make sure the release focuses on the results: who benefits from the contribution or project and how. The press doesn't want to hear about how great you are, but they might be interested in the beneficiaries of your charity work.
You can also share information on your charitable efforts in your place of business or on your Web site. If a photo or graphic is relevant — a Little League team photo, for example — post it.
