Which charity will your business support? And why?

With so many worthy causes, how do you decide the best cause to align your business with?

Like most successful communication, it boils down to one word: intent.

Why are you supporting a charity?

The reason behind your charity choice has the power to directly affect the way people perceive your business. 

Here are three reasons to choose charity support. And each one has pros and cons.

1. Relevance
2. Congruence
3. Authenticity

Relevance

Widely-supported causes like the ice bucket challenge, Marcus Rashford, NHS (during Covid), BLM enjoy global relevance. With these causes it feels different. It’s almost as if it’s weird if you don’t support them.

Then, there are annual causes like Comic Relief. Or, as it is affectionately known in communication circles: ‘Everyone Send a Press Release’ Day. 

?? PROS: You associate with a national community outpouring and you don’t feel left out. (Kids say FOMO ??) You show you stand shoulder to shoulder with everyone else.

?? CONS: Your well-meaning support may get lost in the crowd. And your support says very little about how your business/brand is different or unique. Some people may perceive you’re only supporting it for attention and social media clicks.

Congruence

What makes your business unique? Skills? Expertise? Values? Passion? Which cause does your secret sauce inspire you to support?

Example: if you’re a bakery, there might be a charity that makes money from selling or providing baked goods?

If you're a creative agency there might be a charity that champions creative education? 

?? PROS: You associate with a charity that is aligned with your core skills and values. You become active in a charity-supporting community that shares those values. And, this is how you begin and build relationships too - with other people who support the charity. These industry-specific causes have the highest probability of resonating with your stakeholders.

?? CONS: Niche appeal may not scale wider interest in your support. And it may even stop you from supporting more generic popular causes; especially if you don’t have a bottomless donation budget.

Authenticity

A few years ago I completed a coast to coast cycling challenge to raise money for a hospital that cared for a friend’s son while he was fighting cancer. In business, some of the most endearing charity causes are the ones that have helped friends, colleagues and their families in times of need. 

This is the kind of cause that people would support whether their business was involved or not. 

?? PROS: It’s the purest display of the generosity of human spirit. It reveals most about your business and the people behind it. It also has the power to galvanise staff when they are supporting one of their own. The human story behind it is compelling and most likely to encourage conversations. This may trigger media interest.

?? CONS: Not all these specific human causes will resonate with people in your sector.

Above all?

Whoever you give to, make sure you do it for the right reasons.