by Lindsay Lavine
Companies that encourage community involvement distinguish themselves from their competitors, and see many benefits, including loyal customers and happier employees. According to a May 2013 studyby Cone Communications and Echo Research, 82 percent of U.S. consumers consider corporate social responsibility (CSR) when deciding which products or services to buy and where to shop.
“I’ve found that customers really want to know how you’re making the world a better place,” says Erin Giles, an Aiken, S.C.-based business philanthropy consultant who helps entrepreneurs find causes they’re passionate about and incorporate their message into their business. Moms and Millennials are particularly interested in a business’ corporate social responsibility platform, Giles says.
Here are four things to consider when incorporating community service into your business plan.
1. Build relationships within your community.
Look at your community to see what’s important. Are the schools struggling? Does the animal shelter need donations? For example, Cody Pierce, vice president of marketing for Orange City, Iowa-based Pizza Ranch franchises, says the restaurants host “community impact” nights, where friends and family members bus tables to support a local cause, such as raising money for a class trip. Pizza Ranch donates the night’s tips and 5 to 20 percent of the profits to the cause, while community members often provide additional donations.
The business benefits because it fills the restaurant on a typically slow night. He says building relationships starts by making genuine connections with your customers, then finding ways you can contribute.
