Small Business Giving in LA Times

Cyndia Zwahlen wrote a great piece in the LA Times today about small businesses using their charitable giving as a way to promote themselves. "More small businesses are making charitable giving part of their business strategy but not all have the know-how to do it effectively." As with any business strategy, a 'cause related marketing' program needs to be planned well. Cyndia makes some solid suggestions:

• Pick a charity or cause that is a good strategic fit.
• Don't overlook small charities.
• Do your research. "Don't assume every charity offers the same benefits to donors or is even willing to work with your small business."
• Don't expect advertising and marketing exposure from the organization you support.
• Don't treat the arrangement casually. You may need a formal written agreement with a charity if there's a public tie between you and the cause.
• Don't back off when money is tight.