Looking to drum up some good PR for your business but don't have much of a PR budget? Giving back to your community could be the answer. Not only can it showcase the altruistic nature of your business, it's a great way to build deeper relationships with customers and the community while bolstering your brand at the same time.
If you're strapped for time and resources, don't worry. Here are five meaningful and simple ways to give back to the community that could have added PR benefits.
1. Random Acts of Kindness
Martin Kornfeld once said, "If we all do one random act of kindness daily, we might just set the world in the right direction." Random acts of kindness show generosity, compassion and goodwill, and possibly a positive perception for your business. It's not only easy work but the PR can build loyal customers, subcontractors and employees.
Here are several examples:
- Provide hot coffee and donuts to your team when you begin a new project.
- Offer "just because" discounts to both new and repeat customers.
- Send gift baskets or flowers to clients upon completion of each job.
- Offer special pricing to new social-media followers.
- If a customer owns a small business, ask for their business cards and distribute them.
2. Throw In Small Fixes for Free
You have a wheelhouse of knowledge when it comes to your trade. Moreover, you have a network of other experts who know how to get things done. Don't underestimate that most people can't — or don't want to — tackle basic yet essential fixes around the house.
So when you're with a customer and notice they could use help with some small repairs, offer to make those fixes free of charge. It requires just a few minutes of your time and can result in a loyal client. An added bonus is word-of-mouth referrals that could result from your random act of kindness.
If you're a contractor, for example, consider the following:
- Fix a dripping faucet.
- Change the air filter in the furnace.
- Tighten a doorknob.
- Recaulk a tub.
- Tighten loose molding.
- Change a light bulb in a hard-to-reach place.
3. Sponsor a Local Event or Team
Local schools, charities and organizations can benefit from your support. The fact is, without sponsorships, many little leagues, school fundraisers and other nonprofits could fall short providing the equipment, supplies, experiences and staff to operate at an optimal level.
By sponsoring a local event or team you can promote your business and reach hundreds of people. Not only is your sponsorship enriching local programs, you're marketing your business and if you're sponsoring a 501(c)(3) nonprofit, your support is fully tax-deductible.
4. Provide Pro Bono Work
No doubt people in your community need your expertise but simply can't afford your services. Offer to make free repairs or donate products. If you're not sure where to start, begin by contacting local organizations to determine who might need your kind of service.
5. Organize a Team-Building Day
As a business leader in your community, it's important to give back. Habitat for Humanity builds affordable homes for families across the country and they depend on the kindness and generosity of volunteers. Put together a team and do a volunteer day with a local organization or go to Habitat.org to learn about upcoming projects in your area.
Giving back doesn't have to deplete your time or resources. In fact, you'd be surprised at the benefits of PR when you give back to the community. A small investment can boost your bottom line in a big way.
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