During the holidays, we are bombarded by dozens of pleas for charitable giving.  Especially during a down economy, nonprofits and charitable causes are typically suffering from low response because consumers tend to give when they are not preoccupied with how to pay their mortgages.

But what if you are a small business owner?  Whether it is the holidays or year round, does your small business give to charity?

I think we can assume that most people and small businesses give charitably out of genuine concern and care.  People like to associate themselves with businesses that support meaningful projects.  It’s makes us feel good.  Thus, the marketing benefit is that this attaches a likability factor to your business.  And, yes, consumers are looking for reasons to like you (because they typically don’t like your prices).

Big companies have long employed charitable giving into their strategy of getting customers to know, like and trust them.  McDonald’s has a long history with Ronald McDonald House Charities and Subway is affiliated with the American Heart Association.  As a father of an adopted daughter, I love Wendy’s because of the Dave Thomas Foundation for Adoption (OK, so it’s their Frosty, too).

How will your business share your success to impact your community and the world?  Recognize the importance of rallying your team behind a passion greater than your organization itself.  Differentiate your organization by focusing on selfless acts of community service.

To see most common ways to participate philanthropically, visit my article on this same subject at the AMEX Open Forum for Small Business.

-Randy

PLUS:

Fort Worth Star Telegram’s Andrea Ahles offers a recent companion piece on how shoppers can be charitable.
Todd Schnick of Intrepid Marketing also weighs in on how giving back to your community is good marketing!

Yet another recognition:  John Jantsch’s blog, Duct Tape Marketing, is named the best marketing blog for 2008!

This is one of the reasons why I love Duct Tape Marketing – I am thankful for my association with DTM and to have been chosen to be a member of this nationwide . . . uh, worldwide coaching network!

-Randy

Fort Worth’s Only DUCT TAPE MARKETING Authorized Coach!

John Jantsch of Duct Tape Marketing tells about the importance of communicating your most important marketing elements through a powerful narrative rather than a traditional bullet point on a brochure.   In this post, he adds:

Your marketing story is a tool that can and should be included as one element of your suite of education based marketing materials, but done correctly, can facilitate a prospect’s ability to connect and trust in ways that are far more powerful than any other marketing document.

Your marketing story tells about your struggles, your journey to success, your road of perseverance, your dreams, your ideals, etc…so much that you can’t just list out in a numbered list about “why do business with us.”  Anyone can write about what makes them great.  But customers feel a connection with a business that shares their values and has a story that resonates!  This could be what differentiates you from your competitors, too.  Guy Kawasaki shares “The Nine Best Story Lines for Marketing” – good stuff.

Here’s the story of the Marketing Twins – even now as I re-read it, I think of things I want to update!

Fellow Duct Tape Marketing coach from Virginia, Tim Nagle, shares his story on the AMEX Open Forum.  If you missed my post from last week on AMEX, it’s on charitable giving and small business, something that seems to be resonating with people this time of year.  Add your comments to the insightful perspectives already there.

-Randy

 *QUIZ:  What’s the name of the actress AND the character she portrays in the image at the top of the post?

As a member of the nationwide Duct Tape Marketing coaching network, I am privileged to have been invited by John Jantsch as a contributing blogger on the AMEX OPEN FORUM economy section.

Here’s my first published article on this site: Charitable Giving Offers Likability In Your Marketing Strategy  (and I’ll shamelessly ask you to make some comments there PLEASE!)

According to a press release from American Express:

“OPEN Forum’s Economy section (is) a new platform for small business owners to connect virtually to discuss the current state of the economy and how it affects their businesses.  The Economy section is a component of the newly refreshed OPENForum.com, an education and networking resource designed to provide small business owners with practical, actionable information from business experts, celebrity business owners and best-in-class bloggers and news outlets.“

Here’s a good roundup of press coverage of the Amex OPEN FORUM blog.

- Randy Vaughn – Fort Worth’s Only DUCT TAPE MARKETING Authorized Coach