Doing your bit

Supporting good causes can raise your profile, attract new customers and develop your staff. Tom Whitney outlines the business case for getting involved with charity

"Supporting charities and getting actively involved in the local community is a rewarding experience for businesses, regardless of their size," stresses Susan Hinchcliffe, regeneration and partnership manager at Business in the Community.

"Not only does it give employees and customers the chance to get involved in something fun, meaningful and different from the day-to-day workload," she adds, "but also it can address business objectives such as skills development, increased sales and reputation."

Supporting a charity can also improve staff retention and help attract committed employees. To maximise the benefits, you will need to take a strategic approach.

Choosing the right charity

Try to associate with charities that fit your business sector and will mean something to your customers. "It can be a good idea to affiliate with a like-minded charity," suggests Megan Pacey, director of policy and campaigns at the Institute of Fundraising.

"If you are selling baby equipment, for example, there are likely to be business benefits in being involved with a children's charity or a local playgroup with charitable status," she continues. "It can boost your brand profile and help you gain access to new customers, as well as providing differentiation from your competitors."

Fundraising and volunteering

"Arranging a fundraising event gives a business the chance to publicly demonstrate their support for a particular charity," Pacey points out. "Big annual fundraising events such as Children in Need or Comic Relief make it easy for businesses to get involved by providing fundraising packs."

Fundraising can strengthen community ties and attract publicity. Invite customers and neighbours to get involved and inform your local newspaper. Organising fundraising events is good for teamwork and staff morale - encourage staff to come up with ideas and give them support to implement them.

Allowing staff to volunteer with your chosen charity could reap further rewards. "Volunteering can enable staff to acquire skills, gain practical experience and become more rounded individuals," claims Pacey. "And if they are working pro-bono [unpaid], it can even generate new business for your firm by leading to recommendations and new leads."

Payroll Giving

Payroll Giving schemes enable your employees to give to any UK charity straight from their gross salary. They are quick to set up and free to administer. "Payroll Giving demonstrates commitment to the causes your employees care about," stresses Pacey. "It's good for motivation and staff feel they are making a difference."

Employees who feel they are supporting the community are likely to enjoy working for you more and stay longer. When people do move on, your reputation may ensure you attract a good field of candidates for the vacancy. You may not even have to spend on advertising the post.

"Small- and medium-sized businesses up and down the country are realising real benefits from responsible business practice," stresses Susan Hinchcliffe. "Smart entrepreneurs know they can get an enhanced reputation, access to new markets and, most importantly, more customers by being a good neighbour in their community."