“I suspect that many corporations have begun to understand that they have an important role to play in the lives of their communities, and that allocating funds to support local groups helps them discharge that function and also burnish their image.” — David Rockefeller
During the holidays, we are constantly reminded of nonprofit organizations in our communities that need assistance. On a nationwide and global scale, we see big companies such as Pepsi giving good to causes.
Corporate giving is an old idea, but an important one. Most of us will agree that it is “good” to be charitable, to donate, to do something philanthropic. However, many small businesses fall into the narrow mindset of thinking of giving as parting with their hard earned money for no ROI.
It is important when thinking about corporate giving to remember your end objectives. You may not see a spike in sales, but you could be creating an opportunity to:
- Get people talking about your company
- Cultivate prospects and nurture major client relationships
- Talk about a new product or service
When you’ve decided that corporate giving is right for your business, here are the next steps:
1. Pick a cause you care about. What are your company values? What are your personal values? Pick something about which you can be passionate.
3. Stick with it. Just writing a check is bland and expected. Once you have an organization that aligns with your values and mission and the values of your consumers, be dedicated to that group. Get creative. Run campaigns. Partner with your nonprofit on something. Give repeatedly. Nourish the relationship you have created with that group and let them and the public know you are serious about getting involved.
4. Integrate. By combining your charitable donations with things like events, corporate sponsorships, employee volunteerism, marketing, advertising, and public relations dollars, your business will get a much bigger bang for its buck.
There are lots of fun, effective, and creative ways small businesses can give back. Helping a cause your customers and employees care about -– and one that is also relevant to your business -– can reap tangible and intangible benefits for your public image, your shareholders, and your community (via e-releases.com.)
This post was originally created for Consumer Pulse Marketing.