Marketing Your Goodwill

In the business world, the benefits of charitable giving are two-fold: Giving lets you not only help those who are in need, but also enhance your company's reputation. Many customers show increased loyalty toward generous brands. Here are a few creative ways to market your goodwill:

• Encourage customers to purchase from you rather than your competition by designating specific products or services for your charity. For example, "5 percent of proceeds from all XYZ pet products purchased benefits local animal shelters."


• Add a feature section to your website, highlighting your charity. Include a link to the charity's website, as well as information about any upcoming charity events.


• Create a giving campaign for your charity, and encourage customers to join in. This will help build stronger relationships with your customers and nurture a sense of pride in helping toward a common goal. For example, you might try something like this: "We will donate $1 for every canned food donation we receive during our Annual Food Drive for the Hungry."


• Send a press release to local media to publicize your donations to charities.


• Promote your charitable involvement in your newsletters, flyers, brochures, advertisements, etc.


• Promote your charity at your business. Make brochures about the charity available, include charity flyers with purchases, hold internal fundraising contests, etc.


• Advertise your products and services in your charity's preferred communication vehicles, such as newsletters.


• Offer exclusive discounts to people involved with your charity.


• Donate items to your charity that they can use for raffles or other fundraising events. The presence of your donation is an advertisement in itself.


• Instead of sending customers Christmas cards or gifts, let them know you are making a contribution to your charity instead.

Of course, while corporate giving is a great way to build your business, don't forget that your primary motivation should be to help others.