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There is a common emphasis on finding ways for businesses to give back to the community. The need to support the community—commonly referred to as corporate social responsibility or “CSR”—isn’t just ethical. It can feed the very fabric of an enterprise itself.
Good CSR initiatives encourage employee loyalty and retention. They foster goodwill with customers, too, and even help with things like brand awareness.
Of course, these benefits come from high-quality CSR initiatives. You can’t just throw money at charities or let your employees volunteer on the clock. You need to show your staff and customers that you’re uniquely committed to the well-being of your community.
12 Ways for Businesses to Give Back to the Community
With that in mind, here are some innovative ideas to supercharge how your company gives back to the people surrounding it.
1. Create Comprehensive Internships That Offer More Value
Offering internships is a traditional way for a company to give new talent a chance to shine. Of course, the quality of the internship often dictates how much of an effect they will have—and unfortunately, interns often spend internships doing uncompensated and undesirable work.
Businesses can give back by partnering with academic institutions to create more meaningful opportunities for upcoming professionals.
For example, High Point University partners with local businesses to create a comprehensive, 360-degree internship experience.[1] This includes pairing students with leaders throughout executive hierarchies to help them gain big-picture insights into how influential organizations meet their goals.
Investing in the internship opportunities your company creates sends the signal that you’re interested in more than your own internship-related benefits. You genuinely want to invest in the future workforce for the use of all.
2. Build Meaningful Partnerships
As a company, you can offer donations to local charities. You can even promote charities and offer incentives like matching donations.
But if you want to take your support to the next level, you may want to be more strategic. Look for local organizations that mesh well with your company.
For example, if you’re a marketing firm partnering, you could partner with a soup kitchen to help with promotions (more on donor marketing further down).
By building meaningful partnerships, you do more than offering a charity a lump sum of cash and getting listed on a wall of donors. This boosts your local street cred and helps you cultivate an image of a company that is willing to give money and take the time to add value to your community.
3. Set Up Business Networking Events
Giving back to your community doesn’t have to be a charity-only option. Along with supporting the underprivileged, you can also extend your CSR efforts to local businesses.
Every community is held up by its stores, shops, facilities, and other enterprises. If you want to impact, consider facilitating healthy interactions within this limited network.
Set up community networking events that can facilitate professional peer-to-peer connections. This won’t just help local companies interact and connect. It can also help you build valuable new relationships as well.
Be a community connector.
4. Take the Marketing Lead on Donations
When someone mentions CSR initiatives, it usually brings to mind large quantities of donated cash. Volunteer hours are a close second. But there are other ways for businesses to give back to the community, including offering the services that keep you in business.
Take the marketing as mentioned above firm as a good example. A marketing agency doesn’t specialize in donating money. It is uniquely qualified to promote products, services, and so on.
As such, a successful marketing firm could support its local community by offering its expert marketing help to local charities. This creates synergy by donating your marketing team’s time, resources, and power.
Instead of a single donation, it can lead to dozens or even hundreds of them, astronomically growing your impact.
5. Donate Your Products When Applicable
Another simple way a company can give back to its community is by donating its products. If you create products that are beneficial to those around you, you can donate them directly to support your neighbors.
One of the best things about this is its cost-effective donation strategy. For instance, rather than giving a $1,000 donation in cash, you could provide 20 $100 products that only cost you $50 each to create.
6. Provide Targeted Responses to Crises
Sometimes the best way to give back is in general practices. At other times, unique opportunities will present themselves. To make this work, you must be willing to stay flexible and adapt to situations.
For instance, the lactation-focused health and wellness brand Go-Lacta found its supplements in high demand during the recent formula shortage in the U.S. In response to the crisis, and the company offered discounts and donations to help struggling mothers provide nourishment for their little ones.[2]
The company seized on the temporary brand-building opportunity by helping its community.
7. Make Pivots Oriented Toward Your Community
Similar to the previous suggestion, you can also make pivots within your company. However, unlike offering a targeted response, this option requires more investment for your business and its operations.
For example, General Motors and Ford shifted their production capabilities during the pandemic. Rather than only creating cars (a process already disrupted by supply chain issues, anyway), the vehicle makers also started making much-needed ventilators.[3] This pivot made an indelible mark of goodwill from the community.
8. Donate Your Space and Equipment
This one goes along with several of the other suggestions on this list. While donations focus on time and money, sometimes it’s your overhead costs that can come in handy, as well.
Many companies pay copious amounts to rent spaces, buy office furnishings, and pay for basic needs to keep their businesses functioning.
Look for ways to donate your company’s workspaces and accompanying possessions when they’re not in use. You can also give used items to local charities when you’re done with them.
9. Offer Special Deals for Your Community Members
If you want to harbor goodwill among your local community, sometimes all you need to do is target specials and deals toward them. This is a great way to make them feel uniquely supported by their local companies.
For instance, if you’re a SaaS company with a subscription service, offer it to local companies at a discounted rate. You can foster a positive attitude toward your brand by targeting neighbors with your goodwill.
10. Go Green as a Company
Many brands, especially online ones, lack an easily identifiable “community.” When your customers span the nation or even the globe, you need to find ways to give back in a complete sense.
One way to do this is by going green. Companies like All Real Nutrition’s health brand show commitment to their sprawling community by creating sustainable business activities.[4] This sends a global message that they care about their impact on others and are doing their best to give back wherever possible.
11. Look for Low-Stakes Yet Meaningful Moves
Some ways businesses can give back to the community don’t involve saving lives or helping the underprivileged. At times, the goal is to foster a sense of goodwill with the local people who live, work, and exist around where a company operates.
You can cultivate a positive relationship with your local community by finding fun ways to associate your brand with their experiences.
For instance, giving tickets to a local sports team is a great way to create a lasting impression.
12. Put the Power in the Hands of Your Customers
As a final recommendation, remember to keep the thoughts and opinions of your community in mind as you find unique ways to give back. Sometimes there’s nothing better than direct input to determine what your community needs.
You can generate targeted, timely ideas by asking your community members how they want to see your company give back. When in doubt, put the power in the hands of your community.
Overcoming the Generic When Giving Back
Donating chunks of change and generic volunteer hours are good starting points—when thoughtfully given. But they should never be where your corporate social responsibility stops.
Instead, take the time to find unique and meaningful ways to give back to your business’s community.
If you can invest memorably, you’ll be able to benefit both the community and your brand over time.
Reference
| [1] | ^ | High Point University: Life Skills: How HPU Prepares Graduates for Continuous Success |
| [2] | ^ | PR Newswire: “It Helped Me Combat the Formula Shortage” Go-Lacta’s Powerful Leaf Is Making a Buzz Among Struggling Moms |
| [3] | ^ | The Verge: How GM and Ford Switched Out Pickup Trucks for Breathing Machines |
| [4] | ^ | All Real: We are fully committed to sustainability |
