Where to Start
With endless ways to share your time and talents, Spong
recommends developing a purpose statement for your giving
that defines your interests. “You could take a look at how you can
advocate for those who cannot advocate for themselves: children,
the elderly or pets. Then, narrow it down and determine what you
can offer.”
Provide opportunities for your employees to give back, too.
Encouraging your staff to support your company’s or their own
pet projects has shown to increase morale, teamwork, employee
retention and satisfaction. Employees who are very involved in
their companies cause program are 28% more likely to be proud
of their company’s values and 36% more likely to feel a strong
sense of loyalty than those who are not involved.
2
And, don’t overlook professional affiliations. Chambers of
Commerce and other business and professional organizations
and consortiums require volunteers to survive.
Head a committee or help with an event, and
build important business (and personal)
relationships.
For established events, explore
sponsorship opportunities. “Or, you may
be able to pool your resources with
other business people, and share event
space to create a unique experience,”
says Spong.
Another option is to host your own event.
“In this case, you can still involve other
businesses that serve the same customer but
don’t compete with you,” Spong suggests. “This
way you can share expenses and promotion costs.”
What’s the payoff?
When you and your organization are woven into the fabric of your
community, everyone wins. You gain the reputation as a good place
to work, allowing you to attract talent and retain top employees,
customer satisfaction is higher and you grow as a business person.
“Stronger businesses mean a healthier community,” says Spong.
n
1,2
2010 Cone Cause Evolution Study
S
mall and mid-sized businesses are joining their big
biz counterparts in recognizing the value of corporate
social responsibility (CSR). In a recent study by
Business4Better, 66% of mid-sized business owners say they
want to establish or improve their CSR efforts, believing it can
increase business performance, drive employee participation and
improve brand reputation.
Sponsorships, donations, pro bono services, discounts and
volunteering: these are just a few of the ways through which
small and mid-sized business owners can begin to build a profile
as a good neighbor in the community. Your customers will love
you for it, too: 85% of consumers say they have a more positive
image of a product or company when it supports a cause they
care about, and 90% want companies to tell them the ways in
which they are supporting causes.
1
According to Doug Spong, founder and president of Carmichael
Lynch Spong, a Minneapolis-based public relations
firm, “Cultivating a personal and professional
reputation is an essential part of your growth
and development as a business owner
and manager. When you are a joiner and
belonger, you enhance your own brand
as a business owner.”
“Joiners” can be found in a variety of
community settings. Spong says there
are clear business advantages to doing
your civic duty. “Getting involved in local
or state government can be rewarding,
and you might influence legislation that
could impact small business economically.”
Besides the “feel good and do good” nature of
philanthropic activities, ancillary business benefits ensue.
“This type of community involvement can give you the chance to
network with other business leaders,” Spong points out. This may
occur by sitting on the board of a nonprofit, for example. In this
setting, you not only contribute your expertise to a clear need
but can gain exposure to heavy hitters who could be potential
business partners or customers.
ISSUE 02
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2013
11
Sponsorships
Donations
Pro Bono Services
Discounts
Volunteerism
