Charity Marketing: Grow your business through a charitable partership

Now more than ever, businesses are aligning themselves with charities and noteworthy causes as a means of marketing. In an age where companies are trying to rid themselves of the stigma of corporate greed, this tactic can be a way to make a significant impact in your community but can also be a powerful branding tool and help open doors to key influential’s.

Consumers and charities alike are fully aware of your secondary motivation, thus making the process all the more delicate. When choosing a charity to align with, the most important rule is to pick a cause nearest and dearest to your heart. Your level of passion for the cause will determine the success or failure of the partnership. From a business standpoint, however, keep in mind that a worthy charity to partner with will be one with a vibrant organization, a wealth of marketing and sponsorship opportunities and a strong network of individuals in your key demographic.

Linking your name successfully with a charity involves sharing your time and talents. Merely buying an ad in their newsletter or sponsoring a hole at a golf outing will not make people aware of your involvement and concern for the cause. Here are some ideas that can help take your involvement to the next level:

• Donate your services. Highlight what you do to benefit both you and the organization. For example, if you are a massage therapist, host a massage-a-thon where your proceeds benefit the charity you work with. This is sure to gain local press as well. Keep in mind that this idea works great within a larger charity event.
• Plan an in-home benefit. Host a party at your home catered by a popular restaurant who will create an exclusive menu. Invite friends to bring a few more friends and charge an admission with the proceeds benefiting the organization.
• Pay the charity to promote your business. Invite the organization to sell gift certificates for your business and split the proceeds.
• Promote your involvement within your four walls. Have the charity’s information available in your business. Ask permission to put their logo on your literature, letterhead and business cards. Promote a special package during certain times of the year where part of the sale’s proceeds is donated.
• Volunteer on the board. This is a crucial way to meet and network with high-profile individuals in your community.

The importance of networking opportunities within partnering with a charity cannot be stressed enough. Many independent professionals have found that this has become a primary source of growing their business. Once you have created a network, be sure to stay in touch. Write notes, invite them to stop by your business, send them information on offers and specials, and include them on your newsletter mailing list. Focus in getting these individuals to become invested in your business.

Every business has the potential to gain from partnering with a charitable organization. Keep in mind that you should never feel guilty from benefiting from this partnership. Charities rely on businesses to help them grow. The more you help them, the happier they are to help you.