As part of your strategy development, there are tools you can use that fall
outside of the more traditional marketing arsenal. Yes, you should have a website, printed material and a drip marketing plan (email newsletters, mail campaign, advertising and other "touches" to stay top of mind) - but what else can you do?
Align your business with a non-profit.
The non-profit you decide to help can be local (animal shelter) or national (Red Cross), in the arts (museum) or dedicated to children (pediatric hospital) and a quick online search will provide you with a plethora of options.
The type of organization you should consider helping is driven by three factors:
- Do you care about their mission?
- Can they use your skills or products?
- Does the organization in some way relate to your business (for example, a veterinarian supporting an animal shelter).
By helping an organization with your time (a CPA providing advice on accounting) or products (a restaurant sharing food that will not be used) you are contributing to the non-profit's performance and mission, particularly if the mission is something you care deeply about. However, the benefits do not end there.
Benefits to your company
When you align yourself with a charitable cause, your company enjoys these benefits:
- Exposure to other people who work in or are related to the non-profit
- Benefit: more people are now aware of your company
- Tax deductions
- Benefit: reduce your taxable income by the money, equipment and products your donate
- Opportunity to share with the media how the non-profit is benefiting from your help
- Benefit: positions you as a good corporate citizen which has a positive impact on your image
- Marketing opportunity to engage with customers
- Ask your customers to help or donate and give a discount in return
- Potential for the charity to become a customer
- Benefit: a new customer!

Think about what you're passionate about and find out how you can help in your community by providing something of value that supports a non-profit. For example, as an avid listener of classical music, I'm proud to provide marketing support to the Stamford Young Artists Philharmonic.
 When you support a non-profit, your company benefits in several ways and more importantly, you are contributing to improving your world. |