8 ways
to get in touch with your community
Jeff Wuorio
"No man is an island," wrote John
Donne. His verse, later adapted for Ernest Hemingway's "For Whom the
No
business, large or small, can hope to thrive without close ties to the people
and institutions that surround it. But establishing a sense of community
connection goes beyond sponsoring a Little League team and joining the Rotary
Club.
Here
are eight ideas to help you and your business get connected in your community.
1.
Actively solicit feedback. Move
the give-and-take between you and your community beyond customer surveys and
questionnaires. Be proactive in finding out what your neighbors and friends
feel about your business and what it does. That's what Charter Homes of
2.
Get involved with your schools. Saying
our schools need as much help as they can get isn't a stop-the-press
revelation. But it isn't merely a matter of money, either. Support education in
your community by offering mentoring services, providing speakers on various
topics, or simply buying (or discounting) supplies for students who can't
afford them.
"The best part is that it's a win-win
endeavor," says Eileen Kugler, author of
"Debunking the Middle Class Myth: Why Diverse Schools are Good for All Kids." "The businesses benefit by
getting to know the schools better and the businesses get to see the reality of
what the schools are like rather than just what they read in the
newspaper."
3. Donate
what you don't need. Sooner or later, most every business accumulates stock
or other items that they no longer use. Spread them around to spread your good
name. For instance, the San Francisco Soup Company donates leftover food to
Food Runners, which, in turn, delivers the victuals to shelters and
neighborhood community programs that feed the hungry.
1.
Know that bootstraps are made to be
raised. Part of being fully involved in a community is a commitment to improve
conditions, be they environmental or personal. For example, Scott Pipitone Design has worked extensively with government
officials and community groups to revitalize the Observatory Hill neighborhood
in
Keep an eye out as well for opportunities on a
more personal level. Hire welfare-to-work employees, not merely to offer a
paycheck but to provide essential on-the-job training.
2.
Motivate your employees to give back. A
business that's aggressive about connecting with its community wields a
powerful sales and marketing weapon. A business that urges its employees to do
the same further boosts that positive persona.
Charleston, S.C.-based Blackbaud,
a developer of software for nonprofit groups, practices what it preaches.
Nearly 75% of its employees volunteer their time to at least one nonprofit
(much better than the national adult average of 44%). In fact, Blackbaud makes the experience particularly rewarding, as
employees earn bonus vacation days for volunteer activities.
"Every volunteer becomes someone who
personalizes the business to others," says business and tech consultant
Wally Bock. "Those people contacts are stronger than any programmatic
contacts, stronger than any check your can write."
3.
Hook up with a cause. There's
no dearth of worthwhile activities and programs. Take some time to find one
that holds an interest for you, then identify ways your business may fill some
sort of need. Carol Smith of KaBloom, a Hyannnis,
4.
Get creative; think out of the box. One of
the most effective ways to cement genuine bonds with a community is to approach
the issue from a fresh perspective. Put another way, the more unique your
ideas, the better they may stand out in the minds of those who, one day, may be
your customers. McAlister's Deli prominently posts a no-tip policy at every one
of its restaurants. Undeterred, many patrons insist on leaving a gratuity. The
money is then pooled and donated to local charities.
5.
Don't overlook the small stuff. Rewarding
community involvement doesn't necessarily mandate projects of a grand scale.
Often, it's the little things that a business does that establish ties with
those around it.
For instance, let it be known that your front
window is always open to community-minded posters and notices. Also, even
though the promulgation of cell phones renders this as less of an issue, you
can make your phone available to local calls for the folks who eschew the
walk-and-talk scourge. Finally, recognize that community ties can even boil
down to, shall we say, rather personal forms of necessity (note to
Jeff Wuorio is an award-winning writer and
columnist, and is the author of "The CNBC Guide to Money and Markets."
For more information, check out his Web site.
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