Marketing off of fundraising, are you crazy? I say this in jest, however, there is a story to be told here. Most of the world is very giving and charitable. You see massive fundraising responses to every disaster. There are untold numbers of charitable groups trying to make the world a better place. In fact, America is a world leader in this regard. Regardless of headlines you may see, America is a very caring and generous society. With that said, it also means there are a lot of groups fundraising for the same pool of contributions. At the risk of sounding calculating, why can’t you as a business owner get more out of what you contribute? Why is it wrong to use your charitable giving in marketing your business?
Is it Wrong to Expect Something Back?
People and businesses give to make a positive difference in a variety of causes. It has always been viewed as a one-way proposition. You give anonymously and your reward is satisfaction. Why is it wrong for a business to take advantage of this generosity by getting a little publicity for it? Perhaps viewing fundraising as a two-way arrangement would actually INCREASE donations? We established earlier that there are many groups competing for the same pool of money. Every group is looking for an advantage over the other charities. Perhaps offering a little free publicity back is one way to ensure your donations from a particular source continue. Using donations as a marketing tool shouldn’t be taboo.
A Classic Win-Win
As a charitable group, you should be celebrating your donors. Why not take it a step further and actually promote a business with the reach of your group? If I am a business entity, I am certainly going to donate to causes I support. What if you actually ask to use that giving as a marketing tool? Let the public know you are a responsible member of the community and give generously? It is a classic win-win for the charity and the business alike.
Why is it wrong for a business to take advantage of this generosity by getting a little publicity for it?Click to tweet
Cross-Marketing and promotion opportunities help BOTH parties. Together, the two groups can help each other to help each other. Is that really wrong? There has been a stigma attached to taking credit for being generous. Thankfully it appears to be waning. It is not cold and callous to ask what you can gain from donating to a cause. After all, you already expect to gain an improvement in whatever problem the donation targets.
The Beacon Center Cares
There has been a stigma attached to taking credit for being generous. Thankfully it appears to be waning. It is not cold and callous to ask what you can gain from donating to a cause. After all, you already expect to gain an improvement in whatever problem the donation targets. Here at The Beacon Center, giving back is a core principle of our business values. We host many fundraising events, a girl scout group, and religious groups. Three Square Food Bank is a particular favorite of ours. We believe mentioning that support helps to gain business for us. In turn, that increase in business helps us to stay open…and keep donating. Charitable giving by a business will only last as long as that business is around to donate. As a charitable organization, promoting the businesses that support you is like investing in your own future. Everyone wins.