This month, SageEden will be hosting a networking and re-branding event called "Constellations". The event will be an awesome one, with the opportunity to eat great food, meet successful people and bid on great items donated to us by local businesses. The proceeds of the auction are going to the AIDS Foundation, specifically to help out a tutoring center that teaches children with AIDS. We are beyond excited to help such an worthy cause, and anticipate making enough money to really make a difference.
The altruistic aspect is good enough reason to give. It definitely builds morale knowing that you and your company helps people in a big way (we're definitely excited at our office!). But being in the business that we are in, we put on our marketing caps and started thinking about charitable marketing.
If you do decide to donate to a charity to promote your business, make sure that you choose a cause that people care about. In other words, choose something that will: a. tug at people's heart strings and start creating positive associations with your business and b. garner press coverage. Choosing an questionable or controversial cause will not help your business' public image. Make sure that when you send out a press release about your donation, the media will find it appealing enough to publish.
You can also create more publicity for your business by asking your charity to recognize your business in their publications. For example, if they have a monthly newsletter, ask whoever you are working with if they can highlight you in an article accompanied by an advertisement. To further market your business with those associated with your charity, you can give them company t-shirts and hats, or give them discounts on your company's goods or services.
Additionally, you can make your charity market your business for you. One suggestion is giving them coupons to sell for your business and allowing them to keep part of the proceeds. You can also designate certain products or services for charity, and the charity can promote those items. Even hosting an event is a great idea -- allow them to sell the tickets and keep all of the proceeds from the event, while your business benefits from the incredible marketing opportunity.
And don't forget the networking opportunities that come with affiliation with a charity. You will get the opportunity to meet many other people at charity events. Get their contact information, invite them to your events, send thank you cards and do whatever else you can to keep them in your network -- you never know what it might lead to for your business.
When your organization gives to charity, aside from the warm and fuzzy feeling you get inside, it puts your organization in a positive light. At the end of the day the charity of your choice will appreciate your generous donation and you will promote your business using charitable marketing. Everyone wins!
However, there is nothing wrong with giving just for the sake of giving. If there is something that you as a business owner feel passionately for, give quietly. There will always be opportunities for charitable marketing, and whoever you share with will benefit from your gift regardless of whether you profit from it.
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