It seems like a lot of big companies are taking a stand on social issues – and getting a lot of attention for doing so. Some positive and some negative. Does that mean small business owners should follow along? Before you dive into this area, consider these points:
If you’re interested in social issues, there are plenty of local community groups that would welcome your company’s support. There’s a new buzzword for this — cause marketing — that brings together a non-profit and for-profit to the benefit of both organizations. Small companies can have a significant impact in their communities and employees can join in as well. Fundraising, building awareness, and volunteer days can positively affect your community in a big way – and you also receive the benefit of promoting your company’s efforts.
Balance and common sense are important when taking on social issues. The shock and awe of a large company promoting a strong stance on an issue will provide much media coverage and discussion long after the “campaign” ends. Make sure you select the cause that’s right for you.