The first step in starting a relationship with a cause or charity is choosing the right one. What you probably want out of it is increased sales. So, the first question is, “Do you have enough potential customers out there, or do you need to create them?” If you need to create them, what charities are already creating customers for you? I, for example, run a nonprofit that creates musicians by putting musical instruments into music education programs. For a while, we were partnered up with a music instrument retailer, and now we are partnered up with a musical instrument manufacturer. They help to create more customers for themselves by supporting the charity I run, a win-win situation.

Once you have selected a charity that will help your business, think about how your company can make the biggest difference for that charity/cause, find a way to fit it into your company’s current operations, using your company’s assets (people, products, machines, operations, etc.) to benefit the charity/cause. Then, let your customers know that you are helping that charity or cause, and give them ways to also get involved. It will strengthen the relationship you have with your customers.

When you are ready to publicize your relationship and your efforts to help the cause or charity, you can choose to communicate the size of your contribution or the creative approach to your philanthropic effort. But, neither will get any attention unless they are impressive. The public expects you to help others already. In order to get notice from the media, you have to turn heads.

Who benefits?

The company – more customers, successful public relations, improved community relationships

The customer – they get to help others with the money they would have spent anyway.

The charity/cause – not only do they get the money or product, they gain you and your customers as advocates, and they get increased publicity, too.