Corporate social responsibility is a topic frequently discussed these days. More and more, large companies are becoming increasingly conscious of their impact on their greater society and environment, and finding ways to either reduce their negative impact, or finding solutions to give back to their communities. It's a great initiative for the corporations who are doing it, who typically have more than enough revenue to help those in need, and align themselves with charities, NGOs and not-for-profit organisations who make this world a better place. While companies are finding it crucial to establish clear values - and prove that they are aligning themselves with others who share their values - it can be beneficial for them to sponsor charities and fundraising events.
What to look for when sponsoring a charity
When choosing to sponsor a charity, companies should look to those whose values align, and share similar missions. Companies in the wellness space would be particularly suited to sponsoring healing charities, since so much of healing is about total health.
It's also important to think about your customers and target audiences. Typically, customers of yours are more likely to care about the same issues and causes as your company, especially when it comes to particular lifestyles. If you are sponsoring a charity or fundraising event that align with your customer's interests, they are more likely to get involved themselves, attending events, and becoming more aware about the charities and causes being sponsored.
Another thing to look for when sponsoring a charity or fundraising event is the resulting impact on society. With corporate social responsibility, the end goal is to be more conscious and involved. You want to know that your sponsorship is leading to beneficial community involvement, education, research, or other activities that have a better end result. You'll want to know precisely what your sponsorship will go towards, and that your charity of choice will use funds in a way that is aligned with your expectations, and values. If you know that your funds will directly help people, then you can be more confident that your sponsorship is for a good cause.
How to go about sponsoring a charity
Many charities will have information about how to support them, and gladly welcome new members who want to get involved. Fundraising events are especially good opportunities for sponsorship, since it also allows employees of your company to be physically involved in something, out in the community, and showing the face of your organisation as being helping and involved.
Some corporations will choose to "match" donations for ticket sales or money raise for events, or you can donate space, time, and volunteers to run an event, reducing overhead costs for charities. Another way may be to donate money towards the opening or renovating of a physical space, such as a healing center, which can then have your company name for a long time, or forever, associated with the location.
There are few "wrong" ways to support local charities, and often with small charities, a little goes a long way. Think about how attaching your corporate name with a smaller charity can also help boost the awareness and legitimacy of that charity, and elevate their presence within your community.
When thinking about ways to improve your social impact, and better your corporate social responsibility, one of the best ways is by aligning yourself with a charity. Through sponsorships and donations, you can show customers how you practice your values, give back to your community, and help those striving to improve the lives of others.