Giving Back: Good for Your Community and Your Business

The holidays are a perfect time to consider how you can help the needy. No matter your business, there are ways you can give. You can organize a food drive, hold a fundraiser, match employee contributions, or donate your products/services.

Not only is contributing to a cause a great way help others, it also allows you to stand out in a crowded marketplace and drive sales. A 1999 study by Cone Communications and Roper found that when choosing between products of equal price and quality, 78% of adults said they’d be more likely to buy a product associated with a cause and more than 60% would switch brands or retailers to support a cause.

In addition, companies that associate themselves with a cause can build emotional bonds with customers. If you involve customers in the donation, for example, by contributing a percentage of your sales to a charity, customers may ask their friends and co-workers to contribute through doing business with you. 

Obviously, none of these great business benefits apply unless your prospects and customers learn about how you give. Your website can be one way to get the word out. You can:

• highlight a charitable event on your Home page
• display a press release or news item related to a cause
• share how you contribute on your About Us page
• take up an online collection through a special offer

Now is the time to plan how you can give back to your community throughout the year. However you decide to contribute, don't keep your light under a bushel, publicize your contribution on your website to promote both the cause and your business.