You want your business to make a real difference in the community, but it seems like you just can’t get any traction. You need to make business philanthropy a vital, functioning part of your actual business plan.
Most marketing departments use some variation of the classic sales funnel to plan their strategies. It starts with awareness, leads to engagement, eventually to a conversion and finally to loyalty. Business philanthropy fits seamlessly into all stages of the process.
Let’s say your business decides to sponsor a clothing drive for needy families. Or takes the lead on a fundraiser for the local school system’s new project. This ensures your company name and service will become known to new prospects. A marketing pro might call that “awareness.” It’s what you may already be spending substantial amounts of money on in advertising. Why not spend that budget on something that will do some good?
Furthermore, the people who become aware of your company through a charitable endeavor are going to have a much different reaction than those who see or hear your ad. They’re going to have an instinctively positive view of what you do, rather than the neutral—or even skeptical—mindset they may have after seeing standard marketing activity.
That positive connection leads to engagement, conversion and ultimately brand loyalty. Sounds a lot like what your marketing team talks about, doesn’t it?
Perhaps you feel a little queasy about making something as truly noble as business philanthropy an explicit part of your marketing program. Don’t feel that way. Openly acknowledge that you believe doing good for the community is also good business. Make it clear you don’t see yourself as someone uniquely special. You’re just a business owner who wants to do right by your community and provide for your family.
It’s the kind of message that resonates publicly and works for you personally—because it’s real.
