Don't Ignore This Key Slice of your Marketing Pie

Marketing includes many essential elements, but a key slice of the pie, often left till last is:

Community

There are so many needs you can end up giving small amounts, or products & services all over the place without a good strategy or results for the charities or your business.

Learn to focus:

Generosity sets you apart so don't stop giving locally to a series of initiatives – especially if your prime business is in the local area – just be strategic and ask for positive recognition.
Partner long-term with at least one organisation that helps people. Your efforts can build something significant for the charity and your business alike.

Checklist for partnering with an organisation:

Choose what you are passionate about.
Have meetings with the organisation to establish synergy.
Find something that 'fits' your business, that staff and customers can relate to.
Look for ways to promote the partnership – building support and credibility for them as well as your business reputation.

Examples to Stimulate Your Thinking

The Starwood Group (Sheraton & Westin hotels):

Add $1 to every bill for Unicef. The customer has a choice, but most are happy to donate – it cost Starwood nothing but gives thousands to worldwide child relief.

McDonalds Restaurants:

What started as the well known Ronald McDonalds houses has expanded to Ronald McDonald's Childrens Charities giving to a range of children's charities – research, education etc. The money boxes raise an amazing amount as do franchisees and staff though their fundraising efforts.

An IT software company I know:

Started sponsoring 3 children through Compassion International, his wife wrote regularly to the children. The sponsorship has grown over the years to 12 children.

Private Equity company:

Donates bonuses from business transactions to a charity, volunteers work a day for the charity carrying out maintenance, cleaning or painting.

Be Innovative in How You Partner

Involvement brings loyalty, builds teamwork with staff and family and creates a new 'heart' dimension to your business.

Generosity sets you apart.

Peter Irvine
www.peterirvine.com
Peter is Co-Founder of Gloria Jean’s Coffees, author of "Win In Business", speaker and business consultant.

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