| Give Something Back: Creating a Business-Charity Partnership

Posted in Non-Profit at 10:00 AM by Loftis Consulting

If you have set up a successful business and made some good money, you might be thinking that it’s time to give something back. A good way to do this is to set up a partnership between your business and a charity. It is also a very good way of getting publicity for your company, and improving public relations. Choosing the right charity is vital, as you need to choose something that you think is a worthy cause, and will also play well with your customers. If you are considering setting up a business-charity partnership, here are some key things to consider when choosing an organization to work alongside.










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What Are Your Values?

A good first step is to outline what your priorities and values as a business are. This will help you to find charities that have similar values to your own, and form a natural partnership. You need to be careful that any partnership does not contradict your own personal business goals, even if it is with a charity. Once you have outlined your main values, try thinking about which charities are in line with that.

Your Customers

The opinions of your customers are very important when trying to choose a charity to work with. Do some research into which charities they tend to donate to, and which causes are important to them. If you find any major trends, you can use these to your advantage. For example, if a lot of them are interested in donor brick paving, you could partner with a similar charity. This will benefit you because it will cement your image as a good company in your customer’s minds, and improve brand loyalty. Similarly, you need to make sure that you don’t partner with charities that your customers are not interested in, or don’t consider worthy. If they feel that your company is completely at odds with their priorities, they might think twice about giving you their business in future.

Your Employees

Finding a cause that your employees are passionate about as well is key to starting a business-charity partnership. If they are not invested in the cause, then participation will be low and you won’t get very good results. If you choose something that everybody cares about and is willing to get involved in, you will end up making a lot more money for your chosen charity.

Picking A Charity

Once you have considered all of these factors, you will probably have a shortlist of potential charities to work with. It is often best to choose a local charity, or at least one that has offices nearby, to make collaboration easier. But you need to balance this with the potential marketing benefits of the charity. Choosing a larger charity will get you much more publicity than a small local one that is unknown outside of your city.

It is also important to make sure that you have thoroughly researched the charity to ensure that it is properly registered, and that it is a legitimate charity.

By building a partnership with a good charity, you can give something back, whilst also improving your own business.


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