ADvice Partner With a Non-Profit and You Both Win! Coastlines ADvice article by Lisa B. Worsham
	Lisa B. Worsham

As the owner or manager of a business, you realize the value of becoming involved in the community where you live and do business. That’s probably why you are reading this chamber publication. One way you can reach out to the community at large is to partner with a non-profit organization. By developing a relationship with a charitable agency or group you create awareness and a positive public image of your business and your commitment to making our community a better place. It’s an investment that can pay off in many ways.

Embracing a cause makes good business sense. Large corporations have long realized the benefits of joining with charities or causes. Today we call this activity cause-related marketing. It falls under corporate goals of altruism, philanthropy and corporate responsibility. In this world where each of us is bombarded with thousands of advertising messages a day, cause-related marketing allows your company the opportunity to stand apart from the crowd and gives you an edge over your competitors.

How do you choose a charitable organization to partner with from among the many worthy causes out there? Make sure you truly care about the mission of the non profit you choose. If you become involved in a cause you are only lukewarm about, your lack of enthusiasm will be communicated not only to the public but to your employees and, ultimately, the non-profit itself. The relationship must be a mutually beneficial one for both parties. Neither the business nor the charity should feel ‘used’.

By choosing a cause you are passionate about, your partnership with a non-profit can be emotionally fulfilling—and you can build a business that reflects your personal values and beliefs. Such a relationship can be rewarding for both for your public image and your bottom line.

Lisa Worsham is the Director of Marketing and Resource Development of Horizons of Okaloosa County, Inc. She is also the past Vice President of the Emerald Coast Advertising Federation.

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