Charitable Marketing: Growing Your Business with Charitable Giving

Many businesses today are aligning themselves with charities as part of their marketing strategy. Not only does this help them to develop their network but also supports their community in the process.  Customers will also appreciate supporting a business that does help disadvantaged people. Charities are also fully aware that the secondary purpose for your support is to increase your own bottom line and, as such, are experienced in helping companies achieve a strong return on their investment.

Choose the right organization. Look for charitable organizations that will give you exposure to a number of influential people for expanding your network. Take your own talents into consideration, as you will want to volunteer your time in a position that will emphasize your own skills. Also consider your own customers and choose a charitable event in which your own target market would participate.

Publicity. Obviously, it is important to link your name with the charitable organization you select. Publicize your donations of goods or services with press releases as well as posting it with pictures on all your social media sites. Include your involvement in your marketing materials, such as newsletters or advertisements. Give away information on your charity as part of your normal business transaction, such as having pamphlets on your counter. Also, ask the organization to recognize your support in their own publicity efforts, on their social media pages, and on their website.

Market to the Constituencies of Your Charity. The people who are associated with your charity are excellent prospects for your products and services. Create a marketing program tailored to this group’s wants and needs and market to their directly. Offer discounts to those associated with the organization.  Consider offering a percentage of sales as a donation to the organization, even just for a day. Consider implementing a membership program for the constituents of your cause with special benefits.

Invite Charitable Organization to Market Your Business. Invite the organization to sell coupons for your business and keep a portion or even the entirety of the proceeds. Designate certain products as “cause-related” products that will benefit the charity when sold and invite the organization to market those products. Create custom water bottles with your brand and donate them to the organization to use at their events.

Networking. Don’t forget to maximize on the opportunity to network with other professionals in the community. After making new contacts, make a point to put them on a networking list to stay in contact with. Make a point to send thank you cards, make the occasional call to “touch base,” and include them in your newsletter.  If time permits, volunteer to sit on boards or committees to continue developing those relationships.