WHY YOUR SMALL BUSINESS SHOULD GIVE BACK TO THE COMMUNITY

Congratulations! You own a small business that has survived the influx of corporate operations taking over your city. In the wake of Walmart, your mom and pop shop stood tall. It is important enough to the community that your business stays around — and now, it’s up to you to keep it that way.

There are a number of reasons why your small business should give back to the community in which it is located — other than the fact that business from the community is what is keeping it open. For one, it is humbling to any business owner or employee to take an honest look at those who are less fortunate than they are. Aside from general goodwill, it is good for your business and for your network. Here are a few ideas for what you can do to give back, and how it can help your business.

 

GIVING BACK INNATELY PROMOTES YOUR BUSINESS.

If you can get the word out about your giving back, it increases your appeal to customers — at least the ones with good hearts. Utilize social media, print media (many towns still have local papers), posters and any other type of forum that is available to you. Indicate in your promotions how you are giving back to the community — whether it is in the form of a drive, or a deal in which a percentage of proceeds of a certain product offering will go to a charity of your choosing.

 

CERTAIN CAMPAIGNS WILL ALLOW FOR MORE CUSTOMER TRAFFIC.

If your store is a drop-off point for a toy drive, a food drive, a coat drive or even a blood drive, customers will visit your store even if not for the purpose of making purchases. They are liable to at least window shop, which could prompt them to return at a later date.

 

“GIVE BACK” PROMOTIONS ARE POPULAR AROUND THE HOLIDAYS, BUT YOU CAN HOLD ONE AT ANY TIME OF YEAR.

Read up on awareness months, or frame your promotion in honor of a local veteran or heroic citizen.

 

JOIN A LOCAL COMMUNITY GROUP.

Many groups participate in “give back” projects — and they are great forums in which to network. You will have the chance to meet like-minded individuals with whom you can collaborate professionally, personally and philanthropically.

 

HOST AN EVENT FOR YOUR CUSTOMERS.

Customers are part of the community, regardless of socioeconomic status, and they deserve your appreciation. Invite them (via mail, email, social media — or a combination of all three, however you prefer to correspond with your most loyal consumers) to your place of business for a celebration. Serve refreshments of your choosing, make a toast and even give them access to special deals they would not receive on a “regular day.”

 

ORGANIZE AN EMPLOYEE VOLUNTEER DAY.

With a small business, it is in the name — you do not have many employees. However, even if there are just two or three of you available, volunteer at a soup kitchen. Take part in a build with Habitat For Humanity. Even chip in to split a donation to an area organization. Giving back as a group will not only fulfill the purpose of giving back, but it will also promote bonding and team dynamics.

 

COLLABORATIONS ON “GIVE BACK” PROJECTS NOT ONLY PROMOTE COMMERCE, BUT ALSO REINFORCE THE IDEA THAT LOCAL BUSINESSES WORK FOR AND NOT AGAINST EACH OTHER.

 

IF APPLICABLE, DONATE YOUR GOODS.

If your business is a food establishment, research your local food bank and find out the rules for how to donate food that does not get used. If your business is any type of retail store, goods that are not sold can be donated to a group home or a homeless shelter. And if your business offers services, donate them — for example, pro bono tax assistance or legal work. Many of these ideas can be collaborative — invite your neighbor businesses to participate with you. Collaborations on “give back” projects not only promote commerce, but also reinforce the idea that local businesses work for and not against each other.

 

 

Giving back to your community as a small business is important. While certain projects can seem like big undertakings that take away from your working hours, they will ultimately help your reputation, your clientele, your employees, your publicity and your heart.