Business leaders continually look for ways to market their business, generate product awareness, increase sales and, ultimately, improve their bottom line. One way that is often overlooked or underestimated is by affiliating with a charity. Supporting a charity not only provides badly needed assistance to a good cause but also shines a positive light on the company.
Studies show that charitable involvement not only enhances corporate image and reputation, it can increase sales, raise
customer loyalty and retention, and act as a means to attract top-notch employees. A study by Walker Research, a firm that specializes in marketing and business development for emerging technology companies, found that when price and quality are equal, 76 percent of consumers said they would switch to brands or retailers that support a good cause. The bottom line is that charitable support is a win/win for both the supporting company and the receiving nonprofit.
In addition, employees who volunteer time with a charity have the opportunity to network with other professionals and community members. While cash donations are important, volunteering, that is, hands on involvement with time and energy, can be equally beneficial. One young executive found himself rubbing elbows with the very CEO with whom he had been trying, unsuccessfully, to get an appointment.
In addition, supporting a good cause builds community trust, but only if the company practices what it preaches. For example, if your company supports Sierra Club, America’s oldest, largest and most effective environmental organization, make sure you follow Sierra Club’s environmental recommendations. Be sure your company resides in a “green building,” has a strong recycling program in place, and if a manufacturing concern, produces a product without polluting the environment. In this case, actions speak as loudly as big-buck donations.
Bottom line? Choose a nonprofit you care about since nothing rings truer than a sincere passion for the charity of choice.Sincere, enthusiastic involvement will go a long way toward helping your community and your business. But if you’re still looking to find charity you and your employees can stand behind, visit www.give.org, the website of the Better Business Bureau Wise Giving Alliance. The Alliance reports on charitable organizations that are the subject of donor inquiries. These reports include an evaluation of the charity or nonprofit.
Once a charity has been selected, don’t waste time getting involved. Write the check, offer to sponsor events, chair a committee and host meetings. The sooner the better. Your company’s commitment will not only enhance its community standing, it will more than likely contribute to its bottom line. Best of all, it will help you help your community and people in need. It doesn’t get much better than that.
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