[Updated 8/14/17]

Attaching your business or organization to a charity is a great way to give back to your community and promote goodwill for your business (and you can even get a tax break!).

It also has the added benefit of providing awareness for the charity. If you’re thinking about partnering with a charity, here are some things you may want to consider:

Some Statistics About Charity Involvement

In a study done by American Charities in 2015, it was found that 90% of business owners indicated that partnering with reputable non-profit organizations enhances their brand.

89% believe partnering with a charity helps them make a positive impact on the community.

An Edelman GoodPurpose® study found that 72% of consumers would recommend a company that supports a good cause over one that does not.

Find Out More About the Organization

There have been many scandals throughout the years involving a variety of non-profit organizations (embezzling funds, funneling money in not so ethical ways, mismanaged funds). You certainly do not want your name associated with any behavior of this kind. Before choosing a non-profit to get involved with, you should do research to ensure the organization is being managed well and is on the up and up.

The IRS gives some good advice on how to avoid fake charities.

Your Ethics and Theirs Should Fit

There should be a synergy between your business and the organization you support. Be sure you are aware and believe in everything they stand for. When you support organizations, events, etc., your clients, patients, and prospects will naturally think you do not believe in what they stand for. If there is anything they do you do not align or agree with, move on to another organization that is better suited for your business or practice.

Have Good Reasons

Don’t just align yourself with a charity for self-promotion. Your interest must be sincere and your actions and efforts should follow suit. It shouldn’t be a burden or made to be an obligation, but a way of giving back and supporting a good cause.

An example of a common charity we see with our clients is the “Give Kids A Smile” program. This is a charity run through the ADA (American Dental Association) and offers children of families in financial hardships free oral health services.

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Author: Kathy Jiamboi

Owner of Creativedge Marketing, where growth-oriented dentists find dental practice marketing strategies and advice to take their practice to a new and higher level.

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