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Corporate Social Responsibility has become a big issue in recent times, and this had led to a strong need for brands to connect with their target customers by demonstrating that they share common values. Supporting a not for profit organisation is an excellent way to promote a positive brand image while also benefiting your local community and/or a worthwhile cause.

There are a number of other benefits to supporting a not for profit organisation, including:

Promoting a positive work culture,

Motivating employees and involving them,

Increasing your appeal to potential hires,

Building relationships in your local community.

Supporting a not for profit organisation through your business not only makes you feel good, it can have a great deal of benefit for your brand from increased credibility to positive relationships with your customers.

The best way to approach charity sponsorship

There are a number of different ways to go about charity sponsorship, and the best approach will depend on your business and what you are hoping to achieve out of it.

Most brands take one of two approaches:

1. Develop ongoing long-term partnerships with one charity or not for profit organisation. This is great if you have a particular cause that you really want to get involved with and that supports your business values. Supporting this organisation can become a core part of your brand identity and this can be highly beneficial if a large number of your target customers also support your chosen charity.

2. Sponsor several organisations on an ad-hoc basis. This is a more flexible approach and it works well for businesses that want to build bonds with their local community in a range of different locations. It also reduces the level of expectation and allows you to pull back from charitable activities if and when necessary and resume them when you can.

How to choose a charity

The most important thing to remember when choosing a charity to sponsor is to pick one that appeals to your target market. For example, if you are targeting families, then local primary schools, kindergartens and children’s charities are going to be a good choice.

If young adults are among your target demographic, you may want to think about supporting community centres, or local youth organisations. Charities that are meaningful to you personally or to staff members can also be a good choice as they tell a story about you or your employees that can help humanise your brand and engage your customers.

Supporting charitable organisations through your business is a great thing to do on all levels, and it has the added benefit of boosting your marketing. It’s a strategy I highly recommend and it can be done by businesses of all different shapes and sizes.