As we approach the festive season, many business owners like to donate to an organisation that aligns with their values. In Australia, the summer season can also bring severe weather events with fundraisers popping up to support those affected.
So how do you choose the right cause for your business to support
and how much should you contribute?
The best approach is to have a plan before the time of wanting to donate. There are plenty of organisations worthy of support, and responding rather than reacting will lead to a more meaningful connection. Choosing a cause that truly aligns with your business can also lead to greater opportunities and benefits.
Before donating, there are a few questions to ask yourself:
Which industry am I in?
Do you make a sustainable product? Do you work with people in the disability sector? Do you have a physical store? Consider which causes align with the sector or location you work in. You may like to support a cause that contributes to sustainable manufacturing, employment for people with a disability or a non-profit in your neighbourhood. The alignment can also highlight key features of your products, such as if they are locally made or sourced.
For larger organisations looking for a deeper partnership, the principles of shared value are worth exploring. Shared value is where you partner with an organisation in a way that supports them and helps drive the growth of your business. This approach has the benefit of being more likely to lead to ongoing and more valuable support for the organisation, rather than the one-off contribution.
What do my customers care about?
Supporting a cause that your customers care about can reinforce their decision to shop with you. If you have a children’s clothing brand, you may choose an organisation that supports early childhood development. If you are in the technology space, you may like to support the inclusion of more women in the sector. Customer loyalty is incredibly difficult to retain so supporting a cause that aligns with their values can give them an additional reason to keep coming back.
What do my employees care about?
Your employees can be a great source of inspiration for the type of causes they believe your business could get behind. If you are in a retail business, employee support can help drive sales during a promotion period. If you’re a service business, you can arrange a volunteer day for your staff which not only helps the cause but is great for team bonding and morale.
Do I have a personal experience I am comfortable sharing?
Have you had an experience that has impacted your life and you are comfortable talking about? If your life has been touched by an issue, an organisation that supports it may be a good option. Customers buy from the people behind the business just as much as the business itself. Sometimes demonstrating authenticity in your business can be difficult to do. Supporting a cause you are close to can give you a starting point to share your story.
How much can I afford to give?
For new businesses, your budget may not yet stretch to a financial contribution. Instead, you could offer your expertise, a team volunteer day or in-kind product or services. Alternatively, you could also consider a smaller ongoing contribution that is more affordable year-round. This could be a $1 addition at the shopping cart check-out or a percentage of the sale of one of your more premium products. Your donation doesn’t have to be large but building it into your business means it could lead to a sizable contribution over time.
What about the issues that pop up?
During the pandemic, I have been particularly concerned for people who have fallen through the cracks of government support such as international students or those on temporary visas. If contributing to an organisation is something you feel compelled to do, then go for it. Sometimes reacting is the right thing to do and you can still take the time to look for a cause to support in the long term.
So what is the benefit of taking the time to consider a cause for my business?
There are plenty of worthwhile causes and non-profits to support. In addition, many business owners frequently receive requests for support and it can be overwhelming and sometimes guilt-inducing to say ‘no’. Having a cause that you have considered and are making a regular commitment to can make it easier to say “thank you for your request, we already have an organisation we regularly support”.
And how can this help my business?
Customers have a choice where they spend their money. While you may offer a great product with great service, at an affordable price, your competition may be slightly more convenient or cheaper, which can win out on a busy day. Partnering with a cause not only helps that organisation but adds another strength to your brand and can keep customers coming back.
If you need help identifying the right cause for your business to partner with then get in touch.
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