SubscribeNon-Profits: July 2008 Archives
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.
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