 Jan Harte, WSU Business Advisor If your business is suffering through lean economic times, pro bono work might be the last thing you want to consider. But taking on such projects can serve as the perfect marketing and customer relations strategy to help you through an economic slump. Unemployed workers volunteer to enhance resumes until the economy turns around. Companies can adopt a similar strategy.
"Donating services can increase your company's visibility and create opportunities for new business," said Jan Harte, Certified Business Advisor with Washington State University's Small Business Development Center. "But realize there are no guarantees."
Target the greatest value for your company
Small businesses with limited resources may need to set parameters and criteria in terms of how much they'll give and to which organizations. "Efforts should be targeted to potential customer segments that can offer the greatest value," advised Jan. For example, if you're a caterer, consider a donation where the greatest number of people – and potential customers – can sample your wares, such as a charitable event to showcase your food.
Focus on building relationships
Relationships matter more now than ever, so consider that food donation an initial step into relationship building. "When there are fewer opportunities, people have a larger pool of
businesses to choose from," noted Jan. "Consequently, they'll be influenced by the relationship you've built with them when it's time to consider purchasing your product or service."
Quality counts
If your business has slowed down, taking on pro bono work is a way to keep employees engaged while cultivating new relationships – just don't try to offset your donation by cutting back elsewhere. "Employees must be paid for time spent on projects that build your company's goodwill," stated Jan. "Pro bono work should receive the same priority as other income-generating work. Slip-shod work or insincere efforts are obvious and can result in marring your company's good reputation."
Take credit
Keep in mind that all donations, whether they're sponsorships, gifts, goods or services, benefit the community and are worthy of recognition. Be sure to take the opportunity to promote your donation by preparing a press release to send to the media.
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