Charities and Public Relations
For a business, supporting charities can be a great public relations strategy. Every year non-profit organizations solicit companies in hopes of obtaining much needed funding, and businesses are often willing to give. But determining which causes to support can get confusing, since a successful match can lead to a fulfilling partnership for both parties while a mismatch can be disastrous.
Some guidelines can be helpful in deciding which charities to support. The first thing to do is to clarify your business' values. Look to your mission statement as a guide to find the natural connection between your organization and a potential charity partner. Then find out where your stakeholders are donating. Survey your customers to identify which causes and non-profits they support. This can provide you with more information about which cause will resonate with your customers and show them you are in tune with the matters that are important to them.