Ideas When Partnering Your Business with a Local Charity
May 31, 2018
Forming mutually beneficial business and charity partnerships is a good way to help out a worthy cause while simultaneously boosting your company's bottom line. While you may have to invest some money up front, the long-term benefits can be worth the initial cost of admission. In order for both your company and the local charity organization to get the most out of your partnership, it's important that you leverage the relationship in effective ways. Here are some tips to help you get you on the right track.
Why Partnering With a Charity Is a Sound Business Decision
Everyone loves to do some good for the world, but it's not always financially viable. However, many business owners don't realize that a partnership with a charity can actually benefit both organizations, making it a win-win situation. Your association with a charity can help you target a new audience while also improving loyalty among existing customers and clients. The partnership can open up new marketing avenues for your business, and your company gains additional exposure through the charity's advertising efforts as well. Connecting with a charity can also open exciting network opportunities, allowing you to connect with your community on a deeper level.
Leverage Your Partnership Effectively With an Event
After solidifying business and charity partnerships, the natural next step is to hold a public event to increase exposure for both organizations. If you're not sure how to start a fundraiser, don't worry; there's a strong chance that the charity has held events in the past. That doesn't mean that all you need to do is show up on the day of the event. Your goal is to help get your customer base to come show support. Consider reaching out to your audience online, you can mail out attractive paper event invitations. It can add a personal touch and encourage people who are more inclined to show up. Because you're promoting a charitable event, you can feel comfortable pushing your advertising campaign a bit harder than you might if you were just trying to sell a product or service.
Hold Raffles and Giveaways
A raffle can be an ideal way to raise a substantial amount of money online or at an event. You can decide on a prize that gets people excited, then either sell event tickets that include a raffle number automatically or consider selling separate raffle tickets so people can purchase as many as they want. It's up to you whether you want everyone to have an equal chance of winning, or if you would rather make more money by allowing people to spend more to increase their odds. Besides holding a raffle at live events, you can also offer online contests. For example, every time a customer spends a certain amount of money, they gain an entry into a monthly giveaway. Try to make sure you make it known that a portion of proceeds goes directly to the charity.
Incentivize Your Customer Base
One of your major duties as the business side of the partnership is to help generate funds for the charity. While some of your customers and clients may be willing to donate out of the kindness of their hearts, you may need to nudge others in the right direction by giving out promotional gifts. At the event, you may want to give out gifts as freebies to anyone who attends. After the event, you can give gifts based on tiered donation levels. For example, you could offer small thank you gifts, such as wrist bands, miniature flashlights and reusable water bottles, for people who donate under a certain amount and higher-end gifts, such as tote bags, Bluetooth speakers or T-shirts, for those who hit the next level. In addition to your branded promotional items, you may want to offer free products or services for customers who go above and beyond.
Market Your Partnership to Your Local Community
Partnering with a local charity can empower your company and the charity organization to really connect with the community. You can also feel good about marketing your business and the charity simultaneously, knowing you're making a positive difference. In addition to pursuing typical social media and online ads, consider starting a marketing campaign in your area. You can reach out to other local businesses and organizations, and ask if you can display signs, posters and banners. Consider leaving brochures and business cards in local coffee shops, restaurants, libraries and gyms. Try to really go for that grassroots-style campaign approach. Working with a charity can allow you to try different marketing strategies that wouldn't be appropriate for businesses on their own, so you can really push those new outlets.
It's clear that business and charity partnerships can do a whole lot of good, but it's important that you approach this collaboration tastefully and carefully. You won't want people to think you're just using a charity to promote your business. Yes, this is a business move, but your first priority should be to help the charity. As long as you're genuine in your efforts and fully transparent at all times, the community is going to respond positively. Even small businesses can effect big change, so don't wait to reach out to a charity that you believe in.
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