The definition of ‘Joy’ gives us a glimpse into what giving brings to each of us individually and collectively:
noun
The emotion of great delight or happiness caused by something exceptionally good or satisfying; keen pleasure; elation.
verb
to feel joy; be glad; rejoice
At this joyous time of year, it is fitting that we explore the joy of workplace giving. It is well documented that humans are wired for generosity. Studies have shown that giving can have many benefits for the giver – from improved happiness, better mental health, overall improved health and even delayed mortality.
Small business’ have a unique capacity to make a positive impact by incorporating philanthropy into their operations. So, if you are considering how to give through your small business, then we will explore both the benefits of giving and the ways that small business’ can give back.
Why Giving Matters for Small Businesses
Giving matters for small businesses as it establishes a meaningful connection with their community. Supporting local causes or charities demonstrates a commitment beyond profit, resonating with socially conscious consumers. For Numble, outside of bookkeeping, we find joy in helping others.
This philanthropic approach creates a positive brand image, enhancing the business’s reputation and attracting customers who value socially responsible practices. Additionally, giving back fosters a sense of purpose among employees, boosting morale and productivity. Engaging in community initiatives not only strengthens ties with customers but also builds a network of support within the local market. Ultimately, giving becomes a powerful tool for small businesses, driving customer loyalty, positive word-of-mouth, and long-term success.
With this in mind, let’s now explore more deeply the benefits and joy of giving as a small business, not just at this time of year, but thru long-term community initiatives.
Making a Positive Difference
By engaging in community-focused initiatives, small businesses not only contribute to societal well-being but also build a strong and loyal customer base. Small businesses can support local causes, charities, or environmental efforts, creating a ripple effect of positive change. Workplace giving can involve donating a percentage of profits to a relevant cause, organizing community events, or partnering with local non-profits.
Additionally, adopting sustainable and ethical small business practices can contribute to a positive environmental impact.
Building Trust and Reputation
When customers see a commitment to social responsibility through workplace giving, such as supporting local charities or environmental causes, it creates a positive perception. Transparent communication about these initiatives through marketing channels and social media builds credibility. Genuine efforts by small business to give back demonstrate a commitment beyond profit, fostering a sense of community and shared values. This emotional connection enhances customer loyalty and word-of-mouth recommendations, solidifying the business as a socially responsible and trustworthy entity in the eyes of the community.
Attracting and Retaining Customers
Small businesses can attract and retain customers by incorporating giving into their business strategy. Offering a portion of profits to charitable causes or community initiatives creates a positive association with the brand. Customers are more likely to choose a business that aligns with their values, fostering loyalty.
Sharing these philanthropic efforts through marketing channels not only attracts socially conscious consumers but also builds a positive brand image. By consistently demonstrating a commitment to giving, small businesses establish a genuine connection with their customer base, encouraging repeat business and positive word-of-mouth referrals, ultimately creating a cycle of customer retention and growth. Over the years, Numble has been working with a number of businesses in the charity, education and care space.
Fosters Purpose Among Employees
When staff members see their company actively contributing to community causes or supporting charitable initiatives, it goes beyond the typical employer-employee relationship. This involvement creates a shared sense of responsibility and pride in working for an organization that cares about making a positive impact. Knowing that their work contributes to something more significant than just the bottom line, employees are motivated and find greater meaning in their roles. This sense of purpose not only boosts morale but also enhances teamwork and overall job satisfaction, contributing to a more engaged and dedicated workforce.
Types of Giving for Small Businesses
Giving can be manifest in different ways. We can give of our time, we can give of our talents, we can give by simply being kind and, of course, we can give through gifting – whether that be monetary or otherwise. For some it may simply be an opportunity for self-aggrandizement, but if it’s done with the right attitude and in the right way, it can be rewarding for both the giver and the receiver, particularly from a small business perspective.
Donations and Sponsorships
Small businesses have various avenues to donate and sponsor, making a positive impact in their communities. One common method is direct financial contributions to local charities or non-profits aligned with the company’s values. Another approach involves sponsoring community events or sports teams, showcasing the brand’s support while fostering local engagement. In-kind donations, such as products or services, offer an alternative way to give back. Collaborating with local schools for educational sponsorships or scholarships also promotes community development. Moreover, businesses can initiate cause-related marketing campaigns, where a portion of sales goes to a specific cause.
Employee volunteer programs further extend the impact, allowing staff to contribute time and skills. These diverse giving strategies not only benefit the community but also enhance the business’s reputation and build a genuine connection with customers and employees alike.
Volunteerism and Employee Engagement
Initiating volunteer programs allows employees to contribute their time and skills to local causes, fostering a sense of community and purpose. Encouraging paid time off for volunteering demonstrates the company’s commitment to social responsibility. Additionally, supporting employee-driven charitable initiatives empowers staff to champion causes they are passionate about.
Creating a workplace culture that values giving back not only boosts morale and teamwork but also attracts socially conscious talent. By actively involving employees in philanthropy, small businesses not only contribute to community well-being but also strengthen internal bonds and enhance their overall reputation.
Partnerships with Non-profits
Small businesses can amplify their impact by forming partnerships with non-profits. Collaborating with these organizations allows businesses to contribute financial support, expertise, or resources to specific causes. Coordinated efforts, such as co-branded events or campaigns, enhance visibility and attract community support. In turn, non-profits benefit from the business’s resources and potentially gain access to new audiences. Strategic partnerships build credibility for the business, associating it with social responsibility. These alliances create a mutually beneficial relationship, where the business aids the non-profit’s mission, and, in return, gains a positive reputation, fostering a culture of giving and shared values.
Some Quick Statistics
PURPOSE-DRIVEN BRANDS PERFORM BETTER WITH:
30% higher levels of innovation in the organization
75% of customers are more likely to buy from a brand with purpose
80% higher retention and employee satisfaction
Success Stories
We only have to look at large corporate companies around the world and within Australia, to know that giving is a large part of their business success stories. Companies like Rio Tinto, BHP, Coles, the big banks and media groups, in 2022 reportedly gave the combined equivalent of over $1.4 billion. While small business will never be able to match this, they can still make their own mark. Here are some examples of such success stories of giving from small business:
Patagonia
Patagonia – Designers of outdoor clothing and gear. Founded by Yvon Chouinard who, right from the start, had a purpose behind the organisation. With a focus on sustainability and authenticity, the company has successfully grown over the last 40+ years in their outdoor clothing lines to be, not only a quality product, but a leader in the promotion of organic farming. Their mantra was to build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis. Along their journey they established the Vote Our Planet Campaign, committing $1 million towards a community campaign of clean air, water and soil. In 2016 they also reportedly donated their entire Black Friday sales directly to environmental organisations, resulting in $10 million in sales, about five times higher than expected. As a result, their giving not only affected the quality of their product, but it also affected the broader community around them. Inspiring new ways of sustainably growing as well as building trust and reputation with their clients.
Who Gives a Crap
Who Gives a Crap – As it states on their ‘about’ page, they love toilet paper. This small business, that provides sustainable recycled and bamboo toilet paper, was launched in July 2012 with a crowdfunding campaign. After learning that 2.4 billion people across the globe don’t have access to a toilet, founders Simon, Jehan and Danny launched their business (in a very unique way – find out here ) with the hope that they could raise enough pre-orders to begin production. $50,000 later they never looked back. Right from the start they committed 50% of their profits to help build toilets and improve sanitation in the developing world.
Numble
Numble – Bookkeeping is just the beginning for us. We want to use our platform and power to bring positive change to the world. At Numble, we stand up for more than just our own business, we are here for those who do not have a voice. We are committed to making a positive contribution to struggling communities while developing a strong purposeful culture along the way. Since embedding giving into our business (mid 2019) we have taken on many new not-for-profit clients. We have also given over $20,000 to our chosen causes (Indigenous Literary Foundation, Wayside Chapel and B1G1), on behalf of our staff and clients. Our staff also love having giving as part of their work life. It is part of the reason that our staff are so loyal and committed. Our new not-for-profit clients have increased our revenue by 5% over the last 4 years.
B1G1
B1G1: Business For Good – If you’re not sure where to start, all is not lost. B1G1 is a great place to start. It is a Platform for Good and connects small businesses to worthy causes that resonate with them.
Wrap Up
If you need help getting started in your business, particularly in relation to making a positive difference, contact Numble today for an opportunity to discuss.
