Six Powerful Ways Supporting Local Nonprofits Can Boost Profits and Build Your Brand

In today’s tough economy, it’s not always enough to offer quality products and services. Consumers want to support businesses that are giving back and doing good in the world, and in their local community. Similarly, quality employees want to align themselves and work for organizations that inspire and are driven by purpose more than profit.

Corporate Social Responsibility (CSR) are the practices, policies and actions business adopt to positively influence the world around them. Over the years CSR has evolved from being a "nice-to-have," to a key part of any successful business strategy. Whether supporting community initiatives, or donating to local organizations, the benefits of CSR extend beyond goodwill. In this article, we’ll explore some concrete ways that giving back can improve your bottom line and why businesses today should embrace philanthropy as part of their growth strategy.

Enhanced Brand Image and Reputation

CSR efforts can elevate a company’s public image. Studies show that 87% of consumers prefer to buy from companies that align with their values. Businesses that support local causes and nonprofits gain trust and positive media coverage, building a lasting brand advantage. For example, Patagonia and Ben & Jerry’s have built loyal followings by focusing on environmental sustainability and social justice, while Starbucks' ethical sourcing has deepened customer loyalty.

Increased Employee Engagement and Retention

Employees, especially millennials and Gen Z, value working for companies with shared values. CSR initiatives such as volunteer programs and donation matching boost employee engagement and retention. Companies with strong community ties see higher morale, with employees 13% more likely to stay. Salesforce, through its “1-1-1 model” committing equity, time, and products to charity, has high employee satisfaction and retention.

Expanded Networking Opportunities

Supporting community initiatives also opens doors to valuable business relationships and collaborations. Nonprofit partnerships can foster connections with local leaders, stakeholders, and other businesses, creating growth and networking opportunities. Amazon’s partnerships with housing nonprofits and city programs, for instance, have strengthened its ties with community leaders and led to further collaborations and business alliances.

Differentiation in a Competitive Market

Consumers today favor companies that share their values. Small businesses can stand out by aligning with local causes, attracting a customer base that values social impact. Levi Strauss & Co., for example, supports affordable housing and job training through its foundation, strengthening its reputation and local brand presence in San Francisco.

Tax Benefits

Donations to registered nonprofits are often tax-deductible, allowing companies to contribute while reducing taxable income. Kohl’s, through its Kohl’s Cares program, gains tax advantages while supporting family and healthcare initiatives in local communities.

Strengthened Customer Relationships and Brand Loyalty

Giving back strengthens customer bonds, especially when aligned with issues that resonate. Events and partnerships with nonprofits can foster loyalty, turning customers into advocates. TOMS has gained global loyalty through its “One for One” model, where each purchase provides shoes to a child in need.

How to Make the Most of Your CSR Strategy

For businesses looking to support nonprofits in a way that maximizes impact, here are a few strategies to consider:

Align with Your Mission: Choose causes or nonprofits that align with your brand’s mission and values. This helps ensure authenticity and makes the partnership resonate more strongly with your customers and employees. At Our House, our mission is focused on ending cycles of poverty and homelessness in Atlanta families. We do this by offering programs that help reduce disparities and barriers to self-sufficiency, and provide our families with safe, clean, shelter; free healthcare, free quality childcare and education, free job readiness programs and support to help them transition into more stable and self-sufficient beginnings.

Involve Employees and Customers: Encourage employees to participate by providing paid volunteer time or organizing team charity events. Engage customers through donation matching or events, inviting them to be part of the change you’re working to create. Participation in Our House’s #wheels4walls campaign is an easy and excellent way to support your local community while also engaging and challenging your employees. Sponsoring organizations can set a fixed donation amount and match any donations up to the agreed upon amount. Alternatively, organizations can create an ambassador team and challenge employees and staff to help them raise the funding to meet the donation goal!

Focus on Local Impact: Supporting local nonprofits allows businesses to see the impact of their contributions directly in their communities, building deeper connections and demonstrating a tangible commitment to local issues. In the Atlanta area, more than 5,800 people sleep outside each night! And according to recent research, the number of people experiencing homelessness for the first time has increased by 25%. We started #wheels4walls several years ago to draw attention to Atlanta’s growing homeless population and the number of families forced to live in their cars. For this year’s campaign, we’re enlisting local businesses and our followers to help build awareness and support for programs to help Atlanta families get back on their feet.

Tell Your Story: Share your efforts and impact through your website, social media, earned media, newsletters and other marketing channels. As an Our House sponsor, businesses are listed on the #wheels4walls website as a sponsor, are included in our newsletter distribution and also promoted on our social media channels. To learn more about sponsorship opportunities for #wheels4walls, contact Diane Douglass at [email protected].

Local businesses and corporations have an incredible opportunity to make a difference in their communities while also benefiting their business. By embedding CSR into your business model, you’re not just giving back—you’re also building a legacy, enhancing your brand, and setting your business up for sustainable growth in a way that resonates with today’s customers. Contact Our House to explore partnership opportunities and sponsorship opportunities for #wheels4walls and other upcoming initiatives.