Becoming an active, visible part of the community is an important part of any company’s marketing program. Board memberships, sponsorships and volunteering all allow businesses and their employees to give something back to the community in ways that benefit a company’s visibility.
When considering corporate responsibility and volunteerism, it is important to never lose sight of one overriding principle: Only volunteer because you believe in the mission of the organization, not because you expect your business to benefit.
Make commitments you are willing and able to meet. Don’t stretch yourself too thin by becoming a group’s member in name only — a lackluster or passionless membership might cause more scorn than good will.
Joining a not-for-profit organization’s board is one of the most common ways a business owner or executive can help the community, while also raising a company’s profile. Board membership provides an opportunity to meet other local leaders and sometimes leads to networking opportunities resulting in new business.
Financial sponsorship of community groups and public events can build name recognition and good will as well.
Try to connect these opportunities with the nature of your business. Do something that benefits the community and lets you demonstrate your expertise.
For instance, landscapers, contractors and architects can lend their expertise to beautification programs. A restaurateur can cater events.
While that’s not always possible when trying to support the organizations you believe in, there’s nothing wrong with a little tactfully acquired return on investment with your charitable giving.
Volunteering time and manpower as a company can help improve employees’ morale and aid team-building, while also benefiting the local charity or park where the work takes place. Consider making community service a company activity by dedicating a day or two a year to a worthwhile cause. Gather all of your staff together to clean up a park or make improvements at a food pantry. Also, consider adopting company policies that encourage employees to volunteer, perhaps by letting them use work hours or rewarding them with extra paid time off.
Budget your volunteer time and financial sponsorships as carefully as you would a business plan to ensure that you always meet your commitments. Under-promise and over-deliver.
Be an eager, active and passionate backer of the causes you believe in. You’ll benefit, your community will benefit, and somewhere down the road, your business is likely to benefit as well.
Josh Sommers is president and CEO of Focus Media, a leading Hudson Valley advertising and public relations agency. He can be reached at josh@advertisingandpr.com or 294-3342, ext. 303. Read his blog at www.advertisingandpr.com.
