I have seen a spike in requests from charities and community groups for donations this year. Every day there is another request.
What is most interesting is the increase in what I’d call anonymous requests. These are from groups or people you have never heard of and they are made anonymously by impersonal email, letterbox flyer or Facebook message.
As I have written here and here before, my preference is to support groups local to my business, made up of members who support the business. This reinforces the necessary commercial nature of charity and community group support.
I have a standard email or letter I provide to explain the policy. This includes an opportunity for them to submit again at a later stage if they meet the local community objectives of the business.
Some requests that are challenging are those from people seeking product and cash donations for a fund raiser for someone with a health issue. I have received three in the last week. The business already actively supports two health related charities. There is only so much we can do.
Another request that is challenging is the person physically in the business. Their request can go badly. Hence the need to handle these in a structured, consistent and documented way. It is the only way I can see. Otherwise, the business loses goodwill if people see you handling donation requests in a way that is not ideal.
For what it’s worth, here is a recap of key advice I have provided previously:
HOW TO PICK GROUPS TO SUPPORT
Focus on community groups that support you. That is, groups with members who support you. The more they support you the better you are able to support the community.
Be prepared to ask where people shop for the items you sell in your business. Ask if they will change in return for your support.
Asking these questions underscores to you the importance of approaching the decision as a business decision.
Be thoughtful and deliberate. Support the groups that support you. This is important as it helps you stay within a budget.
REWARD ENGAGEMENT
In addition to any direct gift, consider an offer whereby anyone who is a member of the group who shops with you accrues an amount you donate to the group. You could manage this through your software. It could be you offer a discount to the shopper as well as accruing a value for the group.
This type of program could also be in addition to your core giving program as the value here is driven by sales – hopefully, incremental sales.
EDUCATE GROUPS ABOUT GOOD ENGAGEMENT
Here are things groups you support can do to help your business. You should ask them to do these things:
- Tell members to buy from you.
- Write about your business on their Facebook page.
- Distribute flyers of your offers.
- Have you speak at a meeting.
WRITE ABOUT YOUR ENGAGEMENT
Once you have a decision on which groups you will support, write about this in your newsletter and on Facebook. Not just once but multiple times. Invite them to provide you with content to publish too. Talk about their good works.
Ask them to write about you too.