Tactful Philanthropy

If you support a charity, or if you are passionate about a cause, let people know about it in your marketing materials.  Not only does it feel great contributing to your global or local community, but it can be beneficial to your business too! Many options are available to you when it comes to marketing your charitable contributions.

For example, something as simple as adding the charity’s logo on your website can position you in the eyes of your visitors as “caring”.  Creating an entire page dedicated to your experience with that charity or cause demonstrates a deeper concern for that cause.   Organizing an event in support of that cause shows you are an “involved” person, which can earn you the interest of your website visitors.  You may also choose to include a form on that page so people may subscribe to be notified of future events related to the cause, or even include a public calendar of upcoming events (click here to see our blog on calendars).  

Give some thought to what charity or cause you are passionate about and identify why you are passionate about it. Often, it is a charity that your company supports corporately, though it may be something by which your life has been touched directly. Maybe you help sponsor community events in your neighbourhood or farm area, like helping out with the fundraising efforts of local schools, events at local places of worship or a local shelter.   Some may donate a portion of their commissions to that cause, or even pledge to donate to a client’s chosen cause.

Whatever approach you take, it is important to understand the concerns of your target market.  Consider the benefits of living in your farm area and how you can highlight those benefits. You can show on your website how you are actively attempting to improve that community by donating to or otherwise supporting, “a greener community”, “a safer community” or other causes that can make it a better community. This will demonstrate to your clients and potential clients that you’re not simply helping them to sell or buy a home, but that you are also genuinely trying to make a positive impact in the community.   We all appreciate someone “giving back”, and the rewards of doing so can be many.

Authored by: Sevi Najafova, Client Relations