soupAs innately good people, we all want to make some sort of difference in the world. As professionals, we want to ensure our company is getting out there, and that our efforts are not being wasted. The good news is that you can accomplish both of these things at the same time.

You’re probably wondering how this can be accomplished. How can you market your company while helping out your community and the greater good? It’s actually quite simple, and can be highly effective towards both goals. Ready to get started and find out how? Just check out the information below.

Start By Finding A Cause

The very first thing you have to do is find a cause. It should be something you’re passionate about, and may or may not be related to your company in some form. Most importantly, it should be something you know other people in your community will also be passionate about. Honestly, your efforts can encompass any worthy cause. If you’re not sure about what you should place your effort towards, here are a few ideas of causes you may choose:

  • Feeding the hungry (in your community or globally)
  • Helping the environment
  • Supporting animals, animal shelters, etc.
  • Supporting a local hospital
  • Helping a specific family or individual with medical bills, rebuilding after a natural disaster, etc.
  • Helping fund efforts to end child hunger, abuse, etc.

Set Up & Run A Promotion Around Your Cause

Once you’ve decided which cause you would like to support, you need to build a promotion around it. The idea behind this is that your customers will help determine how much you donate. For every so many things they purchase, or a certain amount they spend, your company will donate a certain amount of time, energy, or money. You can make it even better for both your community and your business by running a promotion for money, and ending the campaign with donating time and efforts.

There are nearly endless possibilities for how you could get your customers involved in your campaign. You can choose to only donate based upon the chosen promotion, or allow your customers to make additional donations in the form of money, goods, or time. As for the basis of your campaign, here are some ideas of what we’re talking about:

  • “For every $2 you spend at our store, we’ll donate one can or box of food to the local food bank.”
  • “For every $20 you spend in paper products at our store, we’ll plant one tree!”
  • “For every $10 spent on our products during this campaign, we will donate $1 to the local animal shelter.”

These are just ideas, of course, and you can decide to run your promotion in any way you wish. The point is that you should set your program up so that customers will patronize your store in order to make a difference in the community. This will bring you in more customers,  and offer a considerable amount of assistance to the cause you have chosen to support.

You should also be aware that allowing your customers to make donations of their own, without patronizing your store, is a good idea as well. This may not work towards your bottom line in the exact same way, but it will still give your business plenty of good press and help your chosen cause at the same time. If donating money, you could set up a donation box at your cash register. If donating food, you could allow customers to bring in canned and boxed food to be donated in addition to what your company will be doing.

End With Donating Time, Money, And/Or Effort To The Cause + Advertising

Make it a big deal when you donate your time, money, and/or effort towards the cause you have been marketing. Take pictures, post status updates, and write it up on your blog or website. Send out a press release, and advertise it in the local paper. This way, your customers will know you actually followed through with what you said your company would  do. It helps to build trust, so the next time around is sure to be more prosperous.

As an added bonus, new people may be reached during the extensive coverage of your donation. These people may not have known about your ‘worthy cause marketing,’  but they will now know you help your community. This will bring them in to see what your company is all about, thus generating numerous leads on it’s own. These leads have a very big possibility of becoming actual customers.


As good people, we want to make our difference in the world. As professionals, we want to market our company to the fullest extent possible. Combining these two innate desires just makes sense. With proper execution, you can make a very real difference in your community and your bottom line. It’s a win-win situation, and with absolutely nothing risked.