By sponsoring an organization in your selling area, you can get not only personal satisfaction, but also a boost in business. Select something you believe in, such as a boys’ or girls’ club, a homeless shelter, an elderly activity group, or a “keep my town beautiful” organization. Something local will bring more attention to your company and will generate free publicity. Avoid the large national organizations where you’re just one of thousands supporting it. And remember that sponsoring can mean making donations, giving your time, or running a fundraising event.
Whatever you decide to do, be as visible as possible and send news and press releases to the media. You can bring attention to your business plus motivate other companies and individuals to jump on the bandwagon with donations and help.
To find the right nonprofit group for you, look in the yellow pages for associations and organizations or just search the web. Then call a few and ask questions. You want to make sure that your time and money are going to something worthwhile. You don’t want some executive getting a large salary taken from the donations.
A long-term relationship with a nonprofit will make your name and company synonymous with the organization. You’ll always be in the foreground or background when something newsworthy occurs concerning that nonprofit organization.
Depending on your time and abilities, you may even get on TV to promote your cause and be introduced using your company name. Always make any donations in your company name, not in your name. And if your employees are ever phone volunteers for a telethon, make sure they’re wearing company T-shirts or polos. If you don’t have shirts, get them quickly; there are many sources available.
At nonprofit meetings, you may also meet other prominent businesspeople in your area. Networking with them surely can’t hurt.