Philanthropy and Small Business—A Beautiful Partnership

Last month I saw a YouTube video featuring, Kristin Tillquist, author of Capitalizing on Kindness: Why 21st Century Professionals Need to be Nice. The video got me thinking, how can I use my business to extend my philanthropic reach, generate brand awareness, and make a positive impact in my community? With the current economy, charitable contributions are down more than ever, and while your own personal contributions for charity may have impact, using your business for philanthropy may provide an even bigger opportunity to make a difference and grow your business.

After watching Kristin’s video, I challenged myself to find a way that my business could directly impact the community and soon after, my Advertising for Charity (AFC) campaign was born. In planning this campaign, I wanted to share my experiences and several of the resources I used along the way. My hope is that you will use the information I have encountered to assist you with creating your own charitable campaigns in the near future. Here are, what I call, the three “C’s” of Charity Campaigning.

CAUSE
Go with your gut— if there is a particular cause that speaks to you, examine your business model to find ways you can raise money and provide value to your customers at the same time. Charity Navigator has a comprehensive list of charities to research nationwide, or you can simply research the organizations in your local area. Whatever approach you take, do your homework and select charities that are known for their credibility and have a good track record.

CLARITY
Before you jump in head first and start spending time and money developing your campaign, it’s important to have clarity about the goals you and the charity are trying to achieve. Work with your sponsored organization to find out which goals they would like to achieve and create a campaign that benefits both of you. Consider how the cause benefits the charity and relates to your business at the same time. Whatever you decide, doing the “greater good” should be your ultimate focus, followed by some clearly defined opportunities to leverage your business. Work.com has a great guide to small business charitable giving and can provide good insight on tax considerations.

COLLABORATION
Everything is in place and you’re ready to move forward with your sponsored charity to make the campaign a success. To help get the word out make sure you C-O-L-L-A-B-O-R-A-T-E—not only with your sponsored charity, but with your partners and sponsors. Collectively many organizations can achieve much more than you can achieve single handed. Leverage help when it’s offered and ask for help when you need it. Frugalmarketing.com has some good information for utilizing resources to market your campaign on a friendly budget.

It is my hope that this information will benefit you as you create your own legacy of kindness for your business—happy fundraising everybody.

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About Advertising for Charity
As small business owners, we understand what it’s like to discover your true passion and turn it into something productive, profitable and self-fulfilling—passing that torch of hope and encouragement to someone trying to make their dreams a reality is very special.
With that said, my campaign Advertising for Charity, will donate 20% of all banner ads sold during the month of September to YouthBiz, Inc. for the advancement of urban youth in academics, leadership and small business. To find out how to support, visit our AFC page or support with a sporty biz casual tee.

View the press release

Tags: business, charity, fundraising, philanthropy, small, tips

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Comment by Therese on September 17, 2009 at 7:08pm: Thank you for that article. My believe is who ever have something more should share with less fortunate. It is a great idea to combine business and philanthropy.
Vishing you success.

Comment by Catherine on September 17, 2009 at 4:39am: You bet they go together!!! I like the term philanthropreneur.
God Bless you.
Catherine

Comment by Dr. Erica Goodstone on September 16, 2009 at 9:39pm: I like the term philanthropreneur, when your business itself is altruistic, philanthropic and assisting those who perhaps cannot help themselves. It has also been said that charity begins at home. So, be charitable, fair and provide services over and above what clients are paying for. Be charitable toward your business clients and associates first, then bring that dimension of charitable consciousness to the world at large, beyond your own business.

Comment by Catherine Mascrès on September 16, 2009 at 11:21am: Thank you for sharing. Great idea. Ami. Cath

Comment by Konrad Fischer on September 16, 2009 at 9:44am: Dear Kanika,
yes indeed it can be a hit to combine charity with marketing. But what to do if you will not spend money but time ressources? Perhaps making a youtube video for a charity project - rebuilding a benedictine monastery - if you want have a look - here. Does it market???

My best regards from Germany
Konrad

Comment by Marlo T. on September 15, 2009 at 6:59pm: I strongly believe that philanthropy and business can go together. That's what my business is all about. Information about my business can be found on my page.

Comment by Laila on September 15, 2009 at 4:37pm: Great post!

Our team is a non profit group that helps Moms work from home by providing support and training, but the company we work for has an incredible program for charities.

Personally, I am now able to give back to the organizations that have helped me in the past, back when I was a struggling single mother, and that is a GREAT feeling!

Laila
www.greenMOMteam.com

Comment by Ainis Foerster on September 15, 2009 at 3:07pm: Become successful!
Start in the Internet marketing and take time from itself for my HP!
Inform yourself very thoroughly and intensively!
If you don't do it - then is blame you yourself/themselves!!!
Info: http://www.internet.beep.de

Comment by Kevin Yeats on September 15, 2009 at 2:36pm: Some small investment banks encourage their clients (the companies who used the money raised) to give a small part of their company to a charity or to a charitable trust. Giving in the early days "costs" the company little - basically, they are giving the charity shares in a small early-stage company. If the business does well and is bought out or goes through an Initial Public Offering (IPO), the shares that the charity owns also increase in value. A win-win on both sides.

Comment by Carol Evans on September 15, 2009 at 1:52pm: Rodan + Fields Dermatologists has the Prescription for Change Foundation which supports 3 Salvation Army locations including the Harbor Light in Downtown Detroit, not only with contributions but encouraging consultants to become involved personally, which I have done.

But also as an Independent Consultant I personally have become involved with Operation Kid Equip which supplies school supplies to lower income children.

I believe we are all to give back, no matter how small and that small businesses will and are stepping up because they are such an integral part of the community.