12/ 08/ 2004
by Tamara E. Holmes
If your small business has not found a way to give back to the community through community service, you're not only missing out on a chance to help others, but you're losing an opportunity to boost your business's bottom line as well.
Community service efforts get publicity. If your business is working to promote a cause or to provide free services to disadvantaged groups, you may get coverage in the local press. Not only will the community at large think positively of your company's actions, but those who were previously unfamiliar with your business will now know that you exist.
Another way community service can be helpful to your business is through the networking opportunities it affords. By partnering with other businesses in civic service efforts, you'll be leveraging your clout in the business community. Also, the people you work with or serve through the project will get to know you and your staff. If their comfort level with you rises, they may be more apt to do business with you in the future.
Some community service efforts can result in a tax break. By holding an event that raises money for a charity and matching donations raised with company funds, for example, you'll be raising your profile in the community and qualifying for a tax break on your business's donation at the same time.
There are even some organized efforts to help small businesses funnel their resources into providing community service.
Business Strengthening America (http://www.bsanetwork.org) is a network of small-business leaders, as well as executives of Fortune 500 companies, working to promote civic service.
Also many national organizations traditionally look for businesses to partner with. For example, the American Red Cross works with businesses to identify opportunities to pitch in to help different parts of the country to recover from disasters.
The types of community service your small business can get involved with are only limited by your imagination. A good place to start when it comes to thinking up a project is by looking at your business' strengths.
For example, if you own a graphic design company, you might want to donate your services to a charitable event's promotion efforts. Your company can design the fliers and gain free publicity in the process by having your logo printed on the bottom of each handout.
Likewise, if you own an event-planning company, you can plan a community blood drive or charitable auction and contact other companies to sponsor it and help put on the event. Not only will you be helping the community, but also you'll be showing other companies your event-planning skills, which they may remember when they're planning a company event of their own.
You can also join with other small businesses to put on an event together. For example several local businesses can get together to organize a community cleanup effort, or multiple small businesses can band together and hold a canned food drive, in which they each ask their customers to donate supplies.
The holidays often afford opportunities for community service and charity events. Several small businesses can host a holiday party for local children, for example, in which small gifts are given out. Or you can organize a turkey dinner for the homeless community and ask other small-business owners and neighborhood residents to donate their time.
Whatever community service event you decide to participate in, be proactive when it comes to getting the event publicized.
While organizers of any community service groups that you partner with might contact the media about the event, don't leave public relations to chance. Create a press release about your business's involvement and send it to local newspapers and news stations in advance. Publicity doesn't only benefit your company; if more people hear about the event, more can benefit from it.
One of the best ways to connect with a community is by serving others. Through community service, you'll be creating a win-win situation for all parties involved.
