Community Involvement =
Good Marketing
Every marketing expert will tell you that a key to successful marketing is name recognition. Millions and millions of dollars are spent each year on advertising and public relations, but many companies often overlook another way for people to learn about their company and its products and services. This method is community involvement and can be undertaken by a company with one employee or one with thousands.
Companies can donate money or volunteers - or both. We've all seen the names in the newspaper of CEOs who serve on boards of local nonprofit organizations. While very beneficial, volunteering to help a nonprofit should be encouraged for all employees, not just senior management. However, serving on a board of directors often entails a large time commitment, not to mention a financial commitment. This is fine for some, but it's not for everyone. Other opportunities include serving on committees, helping with a fundraising or other special event, or even working on a one-day project.
Volunteering can also include groups of employees. For example, you could support a fundraising walk by offering to staff a water stop for walkers. Naturally, you want to make sure that your company name is prominent. You could also provide staff to tutor students or work in a soup kitchen. Or, you could host a "dog wash" in your parking lot with proceeds going to a local shelter. If it's OK with the organization, think of ways to use this as a marketing effort; every walker gets a water bottle with your company logo on it or every dog owner a leash with your company name imprinted. Be creative.
One important thing to keep in mind - whatever you decide to support, even if you're using it as a team-building project, never force your employees to participate. They'll benefit more from experience if it's their decision to be involved. You may also consider inviting their families to join them.
Of course, companies can also make financial contributions. This can be actual cash, or in-kind support. We're not talking about thousands of dollars. For some organizations, a $500 donation sometimes makes a huge difference. "Things" can also be donated. Maybe you recently bought a new fax machine and your old one is taking up space. Or, maybe the office supply store is offering a "two-for-one" deal on cases of paper. Your company takes two, while a nonprofit gets one. It's important, however, to work with the organization's staff to determine their needs. Don't just assume they'll want or need what you're offering.
Finally, it's important to match your efforts with organizations your employees want to support. In a small company, one person may coordinate this. In a large one, it can be a committee. Ask your employees what they want to support, and then go from there. For example, maybe it's children's health issues and homeless concerns. With just a little research, you can locate the organizations - both large and small - that would benefit from your support.
Becoming involved in your community doesn't take a large time or financial commitment. But, the benefits can be huge, for everyone involved. You feel good about your efforts and more people know about your company and its products and services.
©2004 Wise Women Communications