For many local business owners, being an integral part of their community is something they do automatically. Whether you’re the owner of a small local HVAC company or a franchisee in a large plumbing empire, connecting with the locals is something you do as a matter of course. As a successful business owner, giving back to the community is something you do to show your appreciation for their patronage. 

Business owners are often reluctant to promote their charitable giving because they consider it self-serving.

While this might have been true in the past, it’s no longer seen as taboo. Studies show that younger generations prefer to do business with companies that give back to their communities (tinyurl.com/2p8dpd9) rand are far more likely to stay loyal to companies with a solid corporate social responsibility program, notes YouGov.com.

You can highlight your charitable giving to show your business in a positive light, but you need to be sincere in your efforts. A public relations agency can help you find a great local charity aligning with your company culture and guide your efforts to promote your involvement.

Figuring Out Your ‘Why’

As a community leader, you probably already have some charitable organizations near and dear to your heart.

Whether you’re an animal lover, want to provide for children with ongoing health needs or believe education is the key to a vibrant community, you should consider volunteering and donating to organizations with the most need in your area.

Make a list of what is important to you, and then match it to the types of charities in your community. If a family-like mentality characterizes your company culture, you should consider charities that support local families, for example.

You may also want to involve your employees in deciding which charities to support. Having buy-in from them means they are more likely to join you in your endeavors to help your community.

However, you want to be sincere in your giving. While younger generations want to do business with companies that give back, they are also very adept at spotting a phony. They want to know that your giving program is based on true altruism, not self-motivation.

Getting Started

If your company is a smaller, locally owned business, it might be harder for you to make the large donations that normally dominate the news.

You might not be able to write a million-dollar check, but you and your employees can certainly get involved in your community.

Your home services company can donate its services to people in need. Maybe a veteran in your community can’t afford a new HVAC system, or a local shelter has dripping faucets and toilets that don’t flush well. Offer to donate and install the heating and cooling system or new faucets and toilets at the shelter. These are creature comforts people need and appreciate.

Donating your services is also a great way to get news coverage in your community. Local reporters are often searching for a nice “feel good” story in their communities, and your team installing the services makes for a great video or a heartwarming article.

Promoting Your Charity And Work

Most charities often struggle to get donations or volunteers because of their limited budgets.

One of the ways you can help is by promoting your company’s donations or volunteerism. If your team volunteers to clean cages at the local humane society or collects donations of food and clothing to give to needy families, let the press know about your event well before it’s scheduled. 

You can send out a press release, write about the upcoming event on your blog and promote it on your social media platforms. You may even want to personally invite your local media to cover the event. Not only does this get the word out about the charity and its needs, it also gets your name in the news and further connects you to your community. 

With the right PR plan, you can earn local media coverage that is valuable for you and the charities you support. This type of earned media has been shown to build more brand awareness and consumer trust than advertising alone, explains Entrepreneur magazine (tinyurl.com/5n9a5rh4).

If you don’t know how to craft a press release or understand journalistic writing styles, you may want to hire a professional content writer. If you hire a PR team, they will have a writer on staff who can develop the release, as well as media relations people who can promote the release and your events on your behalf.

Growing Your Business

When you sponsor events, volunteer and spearhead donation drives, you show potential customers you care about the community where you live, work and play. This not only boosts your brand but also strengthens your positive reputation.

This promotes better customer relationships, which can translate into leads and repeat business, and it helps you attract talented employees. You need both ingredients to grow your business.

Getting involved in your community also helps you network with other local business owners and community members. This can lead to referrals or put your company’s name top-of-mind when a customer needs a new air conditioner or has a leaky pipe.

Additionally, your good deeds also help improve employee morale and make it easier for you to hire and retain good talent. If your company is seen as one that lives by its core values, you are more likely to attract workers who want to do more for your business than show up for a paycheck.

We’ve all heard about the joy of giving. When your home service company donates to or volunteers for a charitable cause, you create a sense of purpose and commitment to your community. This spreads joy among those you help and throughout your company, enhancing your public image.