The holidays are a time of giving. As we approach the apex of this holiday season, it’s important to reflect on the importance of giving back to the community. In a world with social media and almost universal internet access, brands need to be actively involved within their communities. Consumers are more conscious than ever when deciding where they spend their money and bring their business. If a company does not align with your personal beliefs, they will seek out a brand that does.
Why Should Brands Care?
Showcasing your philanthropic efforts is a good way to retain customer and brand loyalty. Consumers are conscious of the brands they do business with, and if the brand's missions/beliefs do not align with theirs, they will find a brand that does. Additionally, giving back to the community is a great way to publicly reaffirm your brand's missions and beliefs. The charities or events you support or sponsor indicate what you believe is important to invest in. For example, Gutterglove has established its annual Pay It Forward Program, which allows team members to designate funds towards either the Nashville Rescue Mission or the Gathering Inn. Both of these organizations are targeted to help those who have been unhoused, giving a reprieve from the elements, and providing food and housing assistance. These organizations were carefully chosen because they share the same core values of Gutterglove, which is to positively impact the lives of those in the community that they serve.
How To Give Back?
There are multiple ways to help make a positive impact in the community that you serve. You can partner with a nonprofit organization that aligns with your brand views. This is a very common method that you see in all different industries, that allows the brand to give back through the organization. Another method would be to sponsor or take part in an event aimed at giving back to the community. Back in Autumn, Gutterglove took part in the 25th annual Children’s Golf Classic in support of the Friends of Costco Wholesale Guild. This golf tournament was aimed to raise money and awareness for the Seattle Children’s Hospital, which is the only pediatric medical center in the northwest region of the United States.
Another very popular method is giving back through employee matching programs. These have been rising in popularity in recent years, as they allow not only the brand to make a positive impact on the community but also allow team members to have a direct impact. Another positive of this method is that it helps foster a sense of unity and company culture within the brand.
What Is The Goal?
So why exactly is giving back so important? At the end of the day, everything that a brand or company does is done with a purpose. First and foremost, it is something that is inherently for the betterment of your community. The community likely supports your brand and provides you with the opportunity for our growth and business; for that reason alone, you may wish to give back. There is the added benefit of fostering a deeper connection within the community. The more that your community and consumers see you in a positive light, helping when needed, the more trust you build. Trust is very important for establishing and maintaining brand loyalty, and that trust is an invaluable asset that fosters confidence in the brand's mission and growth moving forward.
How Do You Start?
So, how exactly would you get started as a new brand wanting to give back to your community? Our advice? Start small. Look for a local nonprofit with whom your brand shares common values and reach out to them. You can help fundraise for them, start an in-house community outreach team that volunteers on occasion, or even sponsor one of their events. It does not have to be big to have a large impact. Additionally, the more that you work alongside them, the more it will have a positive impact on your community, their efforts and success, as well as your own.
