Is your small business a good corporate citizen?
Many small business owners I know are so busy getting the
daily work done that they don’t have time to think about anything else, such as
getting involved in the community activities and charities.
Getting involved is smart business. Here in Central
Florida the Walt Disney World Resort and the Orlando Magic basketball franchise
pour a fortune into local charities and community events.
They don’t do it just to be nice guys.
They do it because they want to enhance their corporate
reputations.
They don’t want to
be seen as only making money in this community.
They want to be seen as giving something back to the
community. It makes them look better to the public. Many people – especially
young adults – consider the social responsibility of a company when deciding
where to spend their money.
Small businesses should take a page from that book. Figuring
out how to demonstrate that social responsibility can be tough. Having owned a
small business in the past I know that hardly a week goes by that someone drops
by asking your business to buy an advertisement in a club journal or an
advertising banner at the high school football stadium.
That’s one way to support community efforts. Though I
caution you not to expect that ad to make your cash register ring. Do it to
support the cause and think of it as a donation. To avoid being overrun with
groups that want you to buy ads. Set an annual budget for the total amount
you’re willing to spend on those ads. Once you’ve spent that money, that’s it.
And just tell the group, “I’m sorry, but we’ve exhausted our donation budget.”
Frankly I think there are better ways to support local
efforts. I think it’s a lot smarter to roll up your sleeves and get your hands
dirty as a volunteer working on a community project.
For one thing, community projects can be a lot of fun.
You might learn new skills. But the best thing is that you get to network and
meet new people. You tell them what you do, and don’t be surprised if a week
later they come walking through the door of your store to spend money.
They came there because they met you, and they know that
you care about the community.
Volunteering for community projects can be a great team
builder for you and your employees. It creates an opportunity to interact with
your team on a different level. And when you leave, you feel pretty good.
If you and your team are volunteering it’s important that
you invest some money in volunteer T- shirts that identify you as volunteers
and that say what company you’re with.
Whenever you make donations, or volunteer to support
community projects, make sure the organization sends you a thank-you note for
your files, and gives you credit in the group’s annual report, and on their
website. Maybe you can even get the group to put a hyperlink for your business
on their website.
When you support community causes, be sure to list those
groups on your company’s website.
You did something good and you deserve credit for it.
Remember, most people feel good about doing business with companies that give
something back.
In addition, heaven forbid your business gets some bad
publicity, being a good corporate citizen can buy you some goodwill in the
court of public opinion.
This
post was written by David D. Porter, owner and principal at www.DavidPorterCommunications.com, which produces the www.B2BFlorida.com website. David Porter Communications
provides video production and marketing services for small business in Orlando,
and throughout Central Florida.
