3 Things Your Small Business Can Do to Give Like the Big Boys
Through a bit of focus and intentionality, small businesses can strategically target their resources to make just as pronounced and profound an impact as their corporate counterparts.
Decide what you really care about and stick to it. Small businesses, especially those that have a strong presence in the community are often pitched all sorts of ideas, from local canned food drives to uniform sponsorship, to funding major social initiatives. As a result, small business giving can be all over the place. While this approach may have a feel good factor, it dilutes your company’s ability to have a concentrated impact. By choosing one or two issues, your company is able to build a philanthropic legacy around those issues. And it doesn’t really matter what the issues are. All that matters is that the company and employees are passionate enough about it to stick with it over a prolonged period of time.
Identify the ideal way to make a contribution. When it comes to giving back, the first thing companies think about is money, but non-profits and community based groups have a wide range of needs, many of which can be met without any money at all. When I started my consulting firm back in 2009, I created a monthly newsletter called “The Capacity Corner” because I soon realized that non-profits struggled with building the sort of organizational capacity necessary to operate a business because they were often absorbed with running programs. Do non-profits need money? ABSOLUTELY. But your small business might have access to a resource even more valuable than a check. Volunteerism is an obvious default, but non-profits also need professional support in the way of marketing, financial management, social media campaigning, etc. It’s possible that your organization is better poised to make a difference through in-kind support? The legal community is really good at this as large firms often require their associates to do pro-bono work for local non-profits in need of legal representation.
Establish what you want out of it. There is this belief, especially among small businesses and individual donors that you shouldn’t expect anything in return for your contribution. Well, that might be true when dropping coins into the cup of your local neighborhood panhandler, but if your company is interested in making a measurable difference, then heck yeah, there should be some level of expectation! It can be as modest or as bold as you’d like. That has everything to do with the aims for your investment, but you’ll want to create some sort of mechanism for accountability, so that you’re able to hold your partner accountable for whatever expectations you set together.
While the charitable benefits associated with more targeted small business philanthropy are clear, the organizational effects are likewise noteworthy. Not only are you building respect and good reputation within the community, but you’re also infusing your organization’s culture with a spirit of giving which is sure to yield benefits across the various areas of your business.
Kelly Burton PhD is an accomplished entrepreneur with over a decade’s experience launching and scaling start-up companies. She is the founder ofBodyology, a tech-based clothing line and Nexus Research Group, a social research firm.
Follow Kelly Burton on Twitter @iamkellyburton.