London Inc. November 2020 - 45

BEST PRACTICES FOR
GIVING TO CHARITY
Giving for small businesses
may seem like a challenge when
compared to large corporations
that give hundreds of thousands
- or even millions - of dollars to
various causes. But while it may
take some extra thought and
research, intentional giving by small
businesses can still have a huge
impact.

WHY SHOULD SMALL
BUSINESSES GIVE TO
CHARITY?
There are several reasons why
small businesses should give to
charity. First off, charitable giving
creates a positive relationship with
the community, which is the very
thing that sets them apart from
larger corporations.
Small businesses thrive on community involvement and giving to a
worthy cause is a great way to stay
on the radar. Millennials, in particular, are attracted to companies that
donate toward making the world a
better place. Giving also provides
an easy way to connect with
customers or other organizations
for potential future partnerships.
The obvious reason for charitable
giving is to genuinely want to make
a difference to a particular issue
or cause that is meaningful to the
business owner.
Internally, donating to charity is
a great way to engage employees
and help build a positive organizational culture, both of which are
critical for employee retention in
this economy.

HERE ARE SEVEN BEST
PRACTICES FOR SMALL
BUSINESSES TO GIVE
CHARITABLY:

1

Pick a cause that is truly
meaningful to the company.
This could be a cause or organization that is personally important
to the owner or employees. There
is no shortage of need or non-profits to support, and people are more
likely to give generously when they
feel a connection to the issue.

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2

Align the mission of the
charity with the mission of
the company. For example, it
certainly makes a lot more sense for
a pet store to donate (both money
and product) to an animal shelter
than to early childhood education
or an arts facility, even though both
are important.

3

Do your homework. Just
because a charitable
organization is well known
doesn't mean it's well run. There
are many websites that provide a
tremendous amount of information
about non-profits, such as the
Pillar Nonprofit Network site (www.
pillarnonprofit.ca).
You can also pick up the phone,
call the organization and ask to

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NOVEMBER 2020 | londonincmagazine.ca | 45


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London Inc. November 2020

Table of Contents for the Digital Edition of London Inc. November 2020

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London Inc. November 2020 - 1
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