Businesses play many roles in communities by providing goods, services and jobs. And it seems consumers are seeking out businesses that play a role in supporting communities in other ways. According to a study done by Cone Communications, customers want companies to give back and “support social issues.” As a consumer myself, I gravitate toward businesses that actively support others. When businesses partner with organizations, schools, etc., it creates a stronger community where everyone benefits. By giving time and resources, your business can support the community, keep employees engaged and help your marketing in the process.
1. Volunteer at a Nonprofit
For many nonprofits, volunteers are the heart of their organization. Get your employees involved by offering paid time off for volunteering. Your business may decide to “adopt” a charity each month or each quarter. A company I worked for in Illinois would gather employees to volunteer at a walk/run or host a party at a senior center where we would spend time hanging out and serving residents. These were some of my favorite moments—serving and building relationships with my coworkers and people in my community.
Whether it’s packing food boxes, cleaning, painting or helping at an event, volunteer hours can significantly help nonprofits in their day-to-day management or at busy times of year. Employees will feel more engaged, not only in their work, but in the community.
2. Collect Items to Donate
Placing a donation box at your business during certain times of the year will encourage employees to give back. Collect food items around the holidays and donate those items to a food bank. Or hold a school supply drive in late summer and give the supplies to a school near your business. Make it fun! Encourage employees to bring in a grade school picture, put them all on a poster board near the donation box and guess who’s who.
3. Speak to Students About Your Business
Contact a school near your business, or the school your employees’ kids attend. Visit a classroom or two and speak to students about your work—what you do and how you do it. This can get students excited about a field they may not have thought of, and in some cases, increase your talent pool down the road.
4. Offer Opportunities for Students to Visit Your Business
Similar to speaking to students at schools, allowing groups of students to visit your business for a tour can be beneficial to them and to your business. Students can get a sense of how the office works, how employees in various positions collaborate on projects, and more. Who knows, a workplace tour could plant a seed of interest in a future internship or job.
5. Donate
Donations come in many forms. You can choose to donate funds, sponsor a youth sports team, or donate graphic design, photos or website services to a nonprofit. You could also support other local businesses by purchasing products, pulling together a gift basket and doing a giveaway on your social channels. However you choose to give, it will make an impact—on the organizations you support, your employees and the community.
Share What You’re Doing
If your business has social media accounts, an e-newsletter or other marketing materials, use these tools to share what you’re doing. Have your employees take a group photo after volunteering. Or take a picture of an employee speaking to a group of students (be sure to have a photo release for students). Did you redesign a nonprofit’s website? Share a link to the website in your newsletter or on your social media account and tag the organization. Not only will this bring attention to the organization, your customers (and potential customers) will see your work and your service in the community. It’s a good feeling to see businesses providing a service for a small nonprofit or to see employees from the local grocery store or dental office delivering goods to a foodbank or painting at a community center.
No matter how you decide to give back to the community, encouraging employees to get involved is a win for everyone. Employees will be more engaged, build relationships and have a sense of pride knowing their company invests in the community where they live. Not to mention, it’s a great boost to market your business.
