Can your little biz really make a difference in the world?

If you’re anything like me, you may be feeling a bit overwhelmed and powerless in the face of all the things that need fixing in the world right now, writes Cath Connell.

whether that be the “big existential challenges” of poverty, disease, human rights or climate change, or more local concerns such as helping out at your kids’ school, protecting a nearby ecosystem, assisting people in need, or cultivating a local community vibe. And that’s to name just a few!

You want to make a difference in the world, but as a solo business owner you are already devoting a considerable amount of time and energy into building your business – not to mention all your other “life” stuff.

Imagine if you could do both – and benefit your business at the same time!

It’s important that whatever cause you choose to support makes sense for your business, and that there is some kind of exchange so that you don’t burn out or get taken for granted. The “feel-good” factor is often enough, but there may also be opportunities to connect with potential new clients, increase your skills or try out something new, build your business brand and personal reputation, or develop a portfolio of work.

Here are a few suggestions:

Pro Bono work

Use your expertise and skills to help an individual or cause who may not be able to afford your services otherwise. This is a great way to build your reputation and build relationships with people who may be able to support you with referrals or paid work. You’ll need to have firm boundaries in place so that you are not doing excessive amounts of work for free, so allocate a set number of hours, or document the scope of a project up front, so that both parties know where the pro bono work ends, and paid work begins.

Product donations

There really is nothing like having your ideal customers try out your product before they buy.  Donating samples or small items for “goodie bags” for a charity event, or larger items for raffles or silent auctions, can be a great way to raise awareness and get your product into people’s hands. As with any marketing decision, make sure that your target market is closely aligned with the cause or charity that you are supporting, so that you’ll attract sales in the future – especially from all those unlucky raffle ticket buyers who missed out!

Volunteering

Many charities struggle to get volunteers during regular working hours, so if flexibility is part of your business mode operandi, this can be a great way to support a cause you believe in. While this could be by sharing your expertise through pro bono work, volunteering can also be the perfect opportunity to try out something new. For example, you might like work in a different industry, test out a potential career change, build some additional skills, or connect with a particular community.

Engaging non-profits as a supplier

Do you need extra support for your business? Rather than going with a purely “commercial” operation, there may be a suitable supplier who can do the same work, while helping others who might otherwise struggle to find employment. There are a number of not-for-profit organisations which specialise in job skill training and employment opportunities for new migrants, people with disabilities, disadvantaged youth etc, that could be just what your business needs.

Cause Marketing

A cause marketing program ties a donation to sales as an enticement for potential customers to buy your product or service. You can do this as a percentage of sales or flat dollar rate amount, or alternatively, you might host a special event or produce a limited-edition product with the profits being donated to your chosen cause. As you’ll be actively promoting your program to attract sales, it’s important to treat this as a strategic marketing decision. Ensure your charity “partner” makes sense for your brand, and please check that you’re not breaching any conditions they may have. Some larger not-for-profits will only partner with organisations for a substantial donation that is well beyond the reach of most small businesses.

Raising Awareness

Even if you don’t have a lot of time or money to give away, there is one thing that most solo business owners do well that many not-for-profits simply don’t have the budget for. Promotion! You’ve worked hard to build your networks and marketing channels, so use them to raise awareness and tell stories that inspire you. It’s also a great way to communicate your values, connect with others and share some of your personal passion and joy. And we can all use a little more of those.

The world needs you… go do some good!

“Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it’s the only thing that ever has.”

Margaret Mead

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