Member Article

Why should companies support a charity?

Corporate support for charities is not a new concept. For some time now companies have shown their ‘green’ credentials or community ‘spirit’ by giving a portion of their profits ‘back’ to the people. I read a while ago a comment from a small business owner who did not understand this concept. His views were that the service a company provides is what it gives to the community. I believe his example was a supermarket, where it provides a local community with goods and services, so why should it then give money to the community it already gives to by way of its products. I think that despite the fact this is true, it is a truly misguided comment, missing the point of the difference a charitable contribution can make. Not just to the charity you support with it.

Imagine a doctor. His job at a hospital is to heal. You go in with an illness and he heals you, that’s his job done. However, if he is considerate, kind and pays that extra bit of attention to your needs, then you leave the hospital with a better experience, not just the standard service. Now imagine there are two hospitals next to one another, both providing healing just as good as the other, only one of them has the super kind and caring doctor in it… Which one would you choose to go to? Think of corporate charity support as a company’s bedside manner, it’s little bit extra that makes it the best.

Giving to a charity is a trading relationship. You’re providing that charity with much needed unrestricted funding that really does make a difference, and in return you use this association for the benefit of your company. Use Corporate Support for a charity to enhance your brand, tie in your support with your PR strategy, use it to reach a new and focussed market and engage with your customers, suppliers and your own employees. This may appear to be a hard and selfish view, but this is meant for those who, just like the small business owner I mentioned above, don’t see what a difference being open to ideas can make. I’m a firm believer in giving back to the community – after all, they’re the ones using your products no matter if they get them from you directly or if you’re a top end supplier or manufacturer.

Corporate support is not about ticking boxes. It’s about going that extra mile and demonstrating leadership, and I promise that doing so will make you a better company. If you care about what you do and are committed to the charity you support it will shine through, you will get more business and you will win more bids because your passion and commitment to go above and beyond the call of duty will inspire others to choose you above your competitors.

This was posted in Bdaily's Members' News section by Chris Dore .