Civic Marketing

I have always considered myself civic-minded. Not having much discretionary funds to dole out to worthy causes, I instead have given countless hours of my time over the past two decades. As a business owner you should align yourself with a complimentary worthy cause. In the process you help others in the community and garner publicity for your business.


There are so many worthy causes to choose from your problem may be deciding on just one cause to support. In their book, Off-The-Wall Marketing Ideas, Nancy Michaels and Debbi Karpowicz, have a great section on creating a civic marketing campaign. When deciding what type of organization to align your business with, again, think complimentary. Here are a few of suggestions from the book:


Family-oriented businesses can support youth sports or literacy campaigns.


Food-oriented businesses can support food banks or shelters.


Businesses that appeal to women, like beauty shops, can support shelters or spousal abuse programs.


Pet stores or other animal-themed businesses can support animal shelters and rescue leagues.


An accounting firm can volunteer to help seniors prepare their tax returns.


Clothing stores can support agencies like Goodwill and the Salvation Army.


You get the picture. No matter what type of business you run, there is a worthy cause you can support. It’s a win-win situation for everyone involved.