You might be reading that title and thinking ‘how selfish!’ In some ways you might be right, but in terms of how a small business can create a profitable environment, whilst also giving back to the local community, this is actually a very successful way forward!
We all know that if we can, we should do our best to help out charities which are close to our hearts. How much we give, and whether we actually give money or help out in some other way, is a personal choice. When a business aligns with a specific charity however, it actually works in favour of both parties, and gives a fantastic first impression of that business for new customers.
Firstly, the charity is getting a major boost of airtime, with more people sitting up and taking notice of their cause, as well as extra funds as a result. The business is showing its caring side, giving something back, whilst also boosting the morale of its workforce. It can be as simple as having a donation basket on your reception desk! Basically, both sides benefit and as a result, supporting a charity is a great way for a business of any size to increase its profits.
Of course, that doesn’t mean that you should pick any charity you can think of and go with it. It’s best to choose a charity which means something to your business, or a charity which is closely aligned with the work that you do. Customers need to know that you’re not just sat around your boardroom chairs thinking about profits, that you care about the local environment too.
For instance, if your business sells animal care products, such as pet foods, you might like to choose a charity which helps animals, such as the largest animal welfare charity in the UK (RSPCA). This will keep everything closely linked and your customers might also like to donate to the cause, because it’s also close to their hearts. Another example could be if you are a company who sells children’s clothes or toys; in that case you might like to work with a children’s hospital or orphanage.
Choosing a charity which is close to the work that you do makes sense, but there are also other charities, such as Cancer Research, which any type of business could link with easily.
Check out this video which explains why linking up with a local charity might be great for your business.
There are 4 main reasons why this could work for you:
- Charitable link-ups help everyone feel good about themselves and therefore increase morale within your workforce
- You will receive a huge marketing opportunity if you pick an event and a charity which are close to your business’ aims and products
- Possible tax benefits - You shouldn’t go into charitable endeavours with this as your sole aim, because it might not be the case for you, but there might be tax deductions possible for businesses who donate to local or national charities
- Customers will sit up and take notice, and as a result might choose you over a competitor
So, what is the next step? Brainstorming and identifying the charity you want to help. You can go local (ideal for small businesses), or you can go national. Ask your staff to head to a clear space and come up with some suggestions, helping them feel involved will create a higher level of morale. If you have office breakout furniture in a specific space, that’s even better, because a comfortable space breeds ideas!
From there, come up with an idea for an event or a charity drive which your customers will be able to get involved in. This can be as simple as setting up a stand on your bespoke reception desk which informs new visitors to the office about your charitable connection. You can then offer 10% of select purchases on certain days to go to the charity. If you prefer an event or a fundraiser, that’s a great way to market your business whilst also raising cash for the charity too!
As you can see, it’s about marketing, it’s about morale, it’s about creating the perfect impression, and it’s about helping a charity which is closely linked to your business. If you can do all of those things, you will actually find that your business profits increase. People like companies who do good things, and if you are the ones with charitable connections and your competitors aren’t, that means you have a unique selling point.
Business success isn’t all about sales and creating a space with designer office furniture for productivity, some of it is about thinking outside the box and perhaps helping others, who will in turn also help you.