What does community service look like for modern web-based businesses? Unlike traditional mom-and-pop shops with personal customer relationships, a digital company may have various clients.
Figuring out the ins and outs of giving back to customers requires more legwork but can still help your company develop strong interpersonal relationships with clients. Laying the groundwork gives you a competitive advantage and establishes your organization as one that cares.
1. Build Strong Connections
The Edelman Trust Barometer 2023 showed a rising need for increased trust between consumers and brands. Approximately 71% of people feel being able to rely on a company to be honest is more important today than in the past.
Giving back to the world shows you care about more than just a profit. It is much more likely to instill good feelings in people than if you ignore social causes or needs. You create strong emotional ties when you make a difference in someone’s life.
2. Show You’re an Authority in Your Field
According to research, family-owned enterprises provide employment opportunities for 63% of the workforce in the United States. Hundreds of thousands of businesses emerge each year, making it increasingly challenging to find success.
How can you show you’re an authority in your field and gain customers’ confidence? Giving back to others shows you know what you’re doing and are making a profit. Give a percentage of revenue to philanthropic efforts.
Consumers who believe in the same cause will consider you when they need something you sell. An example of this type of buy-one, give-one mentality can be seen in the model of TOMS shoes. When you buy shoes, it donates a pair.
3. Create a Positive Impression of Your Company
Community service can also improve your image and help you develop a positive reputation. If you’re doing damage control from past mistakes or a catastrophe, finding ways to give back can help repair your reputation.
Remember why you started your company and the big dreams you had. What is your brand image and how do others see you? For example, are you an avid golfer? You may have started your company to serve a need such as help with putting skills. One idea is to offer free training to golfers on an aspect of their game. You could also give back to a charity for youth by hosting an event where profits go to a specific organization.
Embrace whatever cause matters most to you, whether saving the environment, protecting endangered species or helping homeless veterans. Whatever movement you participate in, post to your social media account and share how you’re giving back with your followers.
4. Keep Employees Thriving
According to the United States Bureau of Labor Statistics, the quit rate for June 2023 was 2.4%, which was nearly 4 million workers. Although competition to retain people might vary depending on where you live, you still want to keep your employees engaged and thriving.
Your employees often promote your business and its activities. They take pride in their workplace and eagerly spread the word to others. Identifying your strengths simplifies determining when and how you should give back. By working together, everyone can contribute to cultivating a company culture.
Regardless of how much the labor shortage impacts your company, you want to train and keep top workers. Investing in things they care about is a great way to retain talent.
5. Teach Customers to Be Loyal to Your Brand
Serving the online community means your company name is repeatedly mentioned in the same circles. Your target audience might see you donated to a cause they are passionate about. You may have participated in a local project and it made an impact or spurred more giving to a global cause.
They may perceive their friends buy the same product, creating an online connection. In fact, 22% of consumers say a strong sense of community is a big reason for brand loyalty. However, it goes deeper than just feeling seen and heard. Someone has to hear your name repeatedly before remembering it in the first place.
Building brand recognition takes a plan and consistent delivery. Look for ways to get the word out. However, the reason you participate in an event or offer a service should be because you care.
Even if you gain zero new customers from giving back, you should still do it because it matters. Approaching charity work with a positive attitude will likely get fresh eyes on your products and revenue from the effort.
6. Get Your Customers Like No One Else Does
Understanding the emotions and passions that drive your audience means you’re much more likely to make an emotional connection. Engaging in community service lets you connect with your customers on their level and gain insights into their priorities. Take the time to inquire about the organizations they hold dear and would appreciate your support for. Additionally, explore ways you can assist them or their loved ones.
For example, some of your customers may have vision limitations. You can find out what makes it easier for them to browse your pages and fix it. You can then offer a community service by featuring workshops for other companies and explaining what you changed and how they can repeat your efforts.
Start on Community Service Today
The best way to ramp up community service for your modern web business is to map out how you’d like to give back and start with the top ones. Allow your employees some input, try various ideas and ask customers what they think about new programs. Focus on improving your efforts over time and offering a service to make the world a better place rather than what you can get out of it as a company.
Eleanor Hecks is editor-in-chief at Designerly Magazine. Eleanor was the creative director and occasional blog writer at a prominent digital marketing agency before becoming her own boss in 2018. She lives in Philadelphia with her husband and dog, Bear.
