© DoktorSpinn

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.

© bade_md

Alcoa Inc. is one example of a brilliant public relations strategy. When a pair of bald eagles built a nest near the top of one of the trees at the company's Davenport, Iowa plant, Alcoa seized the moment. They hoisted a camera into the tree and created a website featuring a live feed of the eagles in their nest. A couple of weeks ago, the two eagle eggs in the nest hatched.

Thousands of people are now tuning in daily to watch bald eagles bring fish that they snatch from the river to their nest to feed their eaglets. The company even gave names to the adult male and female eagles, "Liberty" and "Justice". The website features a daily blog that chronicles the lives of the eagle family as well. This presents a public image that the company is an advocate for the planet, and the goodwill PR comes at minimal costs.