Whether your business is large or small, it is part of the community and has the opportunity to make a positive impact on the surrounding neighborhood. There are a variety of ways to give service, such as donating volunteer hours, providing monetary support, hosting events, offering teaching opportunities, and sponsoring charities. It’s pretty clear that supporting your local neighborhood can be done, but why should you do it? One answer is that even a small contribution to your community provides three important benefits above and beyond a boost in your public image.
Demonstrate Social Responsibility
Consumers prefer to do business with companies that have similar values and that support positive causes. This is especially true for millennials. At least one report shows that young consumers switch from one company to another because of positive or negative business practices. Boycotts, social media ratings, and consumer surveys all act as evidence of this behavior. Take your business into local neighborhoods and make a visible presence while volunteering, supporting, donating, and hosting.
Develop a Relationship with Community Members
The local community leadership and clientele appreciate it when businesses are involved in neighborhood events. For example, holding a booth at a farmer’s market is a great way to network and attract local interest in your business. This one act can build your reputation among other businesses and the consumers within the area. These days, a lot of business is done over the phone or through the computer, but face-to-face interactions have a lot of impact. Grab hold of every chance to get your business, your employees, and yourself involved with real people in your community.
Improve Company Morale
It’s no secret that happy employees can be 20 percent more productive than their unhappy peers. With this in mind, consider the fact that employees tend to be happier when they are involved in giving back. Employees tend to feel better about themselves and have a positive feeling about their job, increasing their feelings of loyalty to the business. When businesses embrace the decision to give back to their communities, positive cultures tend to develop within the workplace, and it’s easy to see that this will extend to the customers and peers who interact with your employees.
Giving Back Is Good for Your Business Growth
For example, Ehsan Bayat, a leading business executive and philanthropist in Afghanistan, supports entrepreneurs to strengthen economic development in his community. He acknowledges, “Our role as business leaders is to work with, and support entrepreneurs with our knowledge, our capital, and our networks” to create strong regions that support business development. Supporting new non-competing businesses is a successful way to promote your own business while strengthening ties to the community. Additionally, The Bayat Foundation sponsors cultural preservation, education, and healthcare initiatives – all issues that are valued by the surrounding community and by global consumers.
Tips for Successfully Giving Back
- Make Regular Appearances Throughout the Year
Of course, consistent involvement in the community is a great way to keep your company at the forefront of people’s minds. Watch out for every opportunity to become involved in the activities and events going on around your business.
- Identify Goals You Have in Common with Your Neighbors
Consider addressing issues such as economic development, education, human rights, hunger, poverty, and the environment. Pay attention to those issues that are most important to your customers and those that align with your company goals. This can be particularly effective when you work with local partnerships.
- Create a Link That Makes Sense in Your Customers’ Minds
Boost the impact of your involvement by creating a direct link between your business and the issues you embrace. For example, a restaurant could offer free meals to an after-school program, or a counseling center may hand out stress balls while supporting a mental health event.
- Share Your Stories on Social Media
Your customers want to know that your company is involved in making the world a better place. When you have your strategy to give back in place, make sure that your customers know what you’re doing. Share some stories on your website or post pictures of events on social media sites. Millennial customers are especially interested in transparency and want to know what you’re doing and where, so don’t be shy about spreading the news of your good work.
- Be Creative About Giving Back
Many businesses today understand the value of working with the community. Look for ways to stand out from other companies. Just make sure you’re in compliance with zoning laws and other regulations.
- Keep Things Upbeat and Positive
If your employees aren’t happy or connected with your chosen service, you probably shouldn’t expect the same results as if they did feel a connection. Collaborate with employees to choose issues and events that are meaningful.
Here are a few more examples of ways your business can be a little more hands-on:
- Offer a scholarship fund
- Participate in school or clothing drives
- Set up collection jars
- Sit with animals in a shelter
- Sponsor a sports team
- Enter a float in the parade
- Write notes to young hospital patients
- Run a food drive
- Hold a contest
- Offer space for meetings or events
- Schedule team volunteer opportunities
What are some of the ways you’ve participated in your community? Do you have any great stories to share about connecting with business peers and customers in your neighborhood?
