As a sustainable brand, you might feel like you’re already giving back to the world with your business. I mean, what’s better than a product that supports the environment and the people who made it? And you’re right. Your brand doesn’t need to give back, but when you support a cause you give your audience something to talk about. And even better, you’re helping the community you know and love! How to give back with your business isn’t a hard process, but like all things in business it needs consistency. If you want your brand to be known for the good it does, giving back isn’t a one-and-done thing. It’s a part of who you are and a message you give your audience over and over again. A great example of a brand that does this well is Yasso Greek Frozen Yogurt.
Choose a Cause and Stick With it
Yasso Greek Frozen Yogurt has been partnering with the boys and girls club of Denver to help support kids who need a little extra joy in their life. From ice cream socials, to donated school supplies to an epic mural on the side of the building, Yasso has built a relationship with this club that gives them the support they most need.
Whether you choose a local non-profit to work with directly or an organization that you donate to on a regular basis (Like when I donate $25 for every photo shoot to Charity:Water), it’s important to find a cause that aligns with your brand and your values. How you give back or work with these organizations is completely up to you, but it’s important to choose one that you want to work with for the long run.
Promote The Cause and What You’re Doing
It feels weird to find a way to give back and then to put yourself in the limelight. I totally get it! But here’s the thing, by putting attention on this, you are getting more attention on the cause and the organization you are giving back to. By making an event out of your giveback you’re able to bring in media, highlight on social, or invest in a photographer to capture the moments and share on your website or social later on. If this feels inauthentic to you, try these suggestions:
- Just talk about the organization you’re working with and don’t mention the specifics of what you’re giving
- Ask others to join in by donating to the cause
- Have an interview with a leader from the organization on your Instagram Live
- Highlight how your customers are the ones giving back by purchasing from your business
When you think about promoting how you’re giving back remember that this isn’t about you. It’s about the charity and your customers. You are serving them. This means put the story back on those two things and keep your business as a side note. When you’re customers hear about the work you’re doing, they’ll want to support because then they get to do that good work too! Let them know what you’re up to and give them more ways to get involved!
Find Out What The Organization Needs
From my time in Africa to working at non-profits myself the number one thing to remember is that you don’t know anything. Talk to the people on the ground, get to know the people at the organization you are working with and ask them what they need most. It might be donated goods, it might be money, or it could be hanging out with kids and creating mentorships. You really have no idea what these organizations need so go to them firsthand and see where their pain points are. Just like when you serve your customers, you’re here to help solve the pain and not become one.
How to give back with your Business
There are a lot of bonuses to giving back with your business. Yasso has done an amazing job creating events, handing out free samples and getting their name out there while supporting a truly worthy cause. And during all this they invest in photography, influencers and artists to support local freelancers and have the materials to tell an amazing story. The focus is never on how wonderful they are, but instead, putting a spotlight on the kids and getting more awareness around the problems their partners are facing (especially during COVID) and what we can all be doing to help.
Find a cause that aligns with your brand and then go all in. Create events, donate money, highlight them on your social and find new and creative ways to support them as you grow your business. These relationships are powerful but your ability to make an even bigger impression on the community you’re serving is where all the power lies.
Want more tips on how you can strategize working with charities and highlighting the good your brand does? Book a FREE 30-minute strategy call and lets dive deeper into your brands story and how you can reach your audience and turn them into lifelong customers.