03/ 29/ 2007
One of the best ways a small business can remain vital in a changing community is by making itself a key part of it. Why do so many customers remain loyal to their small businesses when nearby big-box stores offer the same product or service at a cut rate? One key reason is that people think of these businesses and their owners as important members of their communities and will do their part to keep them around.
It's never too early to begin establishing yourself as a community-minded merchant. Even if you're currently running your business out of a corner of your bedroom, there are still plenty of ways you can give back. Here are just a few:
Give charitably
Though this isn't the only way to be a part of your community, this is the primary choice of involvement for many businesses. You can do anything from writing yearly checks to your favorite charities to donating a portion of proceeds of a certain product or service to a special cause. In this case, you should definitely let customers know that you're doing this, so they can feel good about giving, too--they may be more inclined to buy from you if they were on the fence before.
Encourage others to give
Aside from allowing some of your customers' spending dollars to benefit a cause, you can also encourage giving in ways that won't affect your bottom line. For example, if you house your business in a public space, you could hold a food or toy drive or pick a day to host a blood drive. You can always keep brochures about your favorite charities around for customers to pick up if they're so inclined.
Take part in community events
Charitable giving, though important, isn't the only way to be involved in your community. Make sure that you get some face time at community events. Set up a booth at holiday fairs; take part in sidewalk sales, block parties, or anything that will let customers know you enjoy being involved.
Joint ventures with other local small businesses
Other small-business owners are your most important allies, so it only makes sense to do your part to ensure their strength as well as your own. Display each others business and advertising post cards, and if there are any businesses with whom you can develop a symbiotic relationship, do so. For example, if you run a dance studio, visit with the owners of the local dance supply company and see what you can do to send customers each other's way--it could be as simple as giving out a coupon offering a joint discount.
Join community organization
Getting involved with your local commerce organizations, neighborhood associations and, of course, NFIB will assure that you know exactly what is going on in your community, and that your voice is heard on important matters. Displaying your memberships at your place of business will let customers know that you're in business for more than simply making a profit.
Mentor programs
As a young entrepreneur, you would be especially effective in inspiring and teaching middle- and high-school students. See if local schools offer programs for interested students to come learn about your business. A great way to ensure that small business continues to have an important presence in your community is by inspiring people to start more of them.
With so many different types of community involvement to choose from, it can perhaps feel a bit overwhelming to decide how you want to accomplish this. Brainstorm a list of issues that are most important to you (youth education, a strong local community, homelessness, hunger, etc.), and then think about ways you could be involved with those.
While wanting to do good is important, make sure that you don't bite off more than you can chew. Before committing to a cause, be certain you can pull it off. If, for example, you want to donate a portion of your proceeds to a charity, make sure that doing so won't put you out of business. Start with time and money commitments that you know you can handle. You can feel good knowing that even with the smallest contribution, you're making a difference.
