Just today I relent a Kiva.org loan and that got me thinking about charitable giving as a business practice. Not only does your donation go out to benefit the world in a positive manner, you generate good karma points for your business brand with your potential clients.
Choosing to align yourself with a particular organization is a personal choice that can have a deep impact on your brand, so be sure it is the right decision for your company. Some businesses integrate a value system so tightly with their brand, that even their name reflects it. This strategy can be tricky as one hand it can alienate large groups of prospects, but on the other hand it could help narrow your target audience toward your ideal customer. I tend to gravitate to the middle of the road approach, choosing organizations that I believe in, that have a great track-record for making a difference and that are not specifically religiously-based.
Sharing your donation on your social networks, writing a press release, and posting on your blog are all great ways to let people know that you support a non-profit. You could also easily create a small banner link on your site's pages to the organization's website to which you give regularly. Or you could host an event or be an event sponsor that benefits the charity. These are all great opportunities for publicity for the charity and your business.
