How Core Values Lead to Your Small Business Giving Niche

When most people hear the term, core values, they generally associate it with large corporations. They are statements that describe what the company believes in and guide its behavior. Many companies have them and communicate them on their website. For example, Seventh Generation, a leading brand of non-toxic and environmentally safe household products, has core four core value. Their values are 1) Leadership, Inspiration and Positive Change – a company with the authority to lead, the creativity to inspire and the will to foster positive social and environmental change; 2) Make the World a Better Place – a community in which individuals possess the resources, knowledge, courage, and commitment to make the world a better place; 3) Sustainability, Justice and Compassion – a society whose guiding principles include: environmental sustainability, social justice and compassion for all living creatures; 4) An Earth Restored – an earth that is restored, protected and cherished for this generation and those to come. Wow! Right. We can see how Seventh Generation incorporates these values into their product development, business practices, communication, and giving.

The premise for establishing core values is how you show up, serve, and promote who you are as a business. For a small business, core values are closer to own personal values and it becomes a grey, squishy area to even try to compartmentalize the two. Your business is an extension and expression of your unique qualities, characteristics, and authenticity. This comes through in your products, services, and customer/client relations. When your core values are deeply aligned with your business, you are being true, authentic and honoring your highest purpose. Doing business from this place affects your voice and conviction that you have a unique value to offer the world.

Making a commitment to defining your core values lays a foundation for how your business makes a difference in this world. Seventh Generation’s core values are closely aligned with product and service to their customers and the world and it is clear to see where their commitments are. Core values can:

1. Move your business forward in the right direction
2. Make all decision making easier and aligned
3. Build your brand
4. Attract customers with similar values
5. Energize you and those that work with you

Core values help create your giving niche. So, if you’ve been in stuck-mode about giving, waffling back and forth as to where you should give, making a commitment to understanding your core values is well worth the exercise. You will be able to set giving goals that are aligned with your business and feel good about it. This is the first step in my Six Step Giving IMPACT Strategy TM process to begin planning a giving program that is aligned and authentic to your business. By defining your core values, you will be far more likely to succeed with your giving program and over time see giving success!

2009. Maggie F. Keenan, Ed.D. All rights reserved.

Betty Crocker Making Wishes Come True

So very cool! Today I received an email from a person who came across my blog. (this is good, I have at least 1 reader :)). She read my post on April 20th about Betty Crocker's Stirring Up Wishes for Make-A-Wish Foundation and sent the email today to share with the Winning Results from that campaign. It was a "huge success" she said and here are the results:

"· Received more than 146,000 votes
· Provided funding to 12 chapters to grant wishes for wish kids as part of Crocker’s Stirring Up Wishes program.

The winning chapters are:
1. Make-A-Wish Foundation® of Orange County & Inland Empire
2. Make-A-Wish Foundation® of Greater Bay Area
3. Make-A-Wish Foundation® of Mid-South
4. Make-A-Wish Foundation® of Michigan
5. Make-A-Wish Foundation® of Utah
6. Make-A-Wish Foundation® of Wisconsin
7. Make-A-Wish Foundation® of Iowa
8. Make-A-Wish Foundation® of Suffolk County, NY, Inc.
9. Make-A-Wish Foundation® of New Hampshire
10. Make-A-Wish Foundation® of Tri-Counties
11. Make-A-Wish Foundation® of Middle Tennessee
12. Make-A-Wish Foundation® of East Tennessee"
(sent by Megan Bleem, Cone Inc.)

Once all wishes are granted, I will share them here. So check back often.

I thought this was a brilliant campaign and a brilliant alignment between Betty Crocker and Make-A-Wish Foundation for many reasons:

1. Kids love cupcakes,
2. Mom's make Betty Crocker recipes, and often make cupcakes with their kids,
3. There was an authentic expression of the message which supports both Betty Crocker and Make A Wish. Plus the title, "Stirring Up Wishes" is simple, clean and says it all,
4. The opportunity to share this campaign with millions of caring moms, be creative, have fun, and share inspiring wishes.

Here is an extra little something-something about this campaign, a business owner can find it inspiring enough to make a difference in their own way. Making a difference, giving back, cause marketing... doesn't have to be boring or all about check writing. I am of the thought it should be engaging, fun, while boosting your brand. As a matter of fact, stop back later as I share with you my 5 success strategies for building a business giving or cause marketing program from my book.

Boost Your Brand by Giving Back

Boost Your Brand by Giving Back (tm)

A philanthropy program for businesses is not just limited to Fortune 500 and Fortune 1000 companies. Actually, any business of any size and at any stage of the business can have success through charitable giving. So, if you think you are too small or don’t have the resources or that you are just in the first couple of years of beginning your business and a giving program is not the right time, let me tell you to lay those assumptions to rest.

Nearly ninety-two percent of Americans have a positive image of a company that supports causes (Cone, 2007). Believe it or not, your business qualifies as a part of that statistic. The study doesn’t say, “Americans have a positive image of really big corporations that give back.” Rather it refers to all businesses, of all sizes, from all different types of industries. So, if you are a business owner (solo entrepreneur) the very same analysis applies to you.

Think for just a moment when you donated your time, or a product or service or when you wrote a check (regardless of the size) to a charity, in your community. How did you feel about giving? Did someone else or group know you gave? Did you share your giving story with customers or clients? Aside from the intrinsic rewards you feel, there are significant extrinsic rewards that can benefit your business simply by implementing a giving program. Again, no matter the size.

Customers, clients and communities recognize businesses for their philanthropy (also called community involvement). When you give, you are creating customer and community connections. This is boosting your brand and branding creates loyalty among customers. Eighty-seven percent of Americans will switch from one product or service to another, even when price and quality are equal, if the other product or services is associated with a cause (Cone, 2007). That is a statistically significant.

Wouldn’t you like to boost your brand? The American Marketing Association defines brand as a “name, term, sign, symbol or design or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers”. We also know that branding is your message and how you communicate it to customers and communities. Ask yourself, “What are you doing to differentiate your brand (business) from another similar business offering the same service or product?” (Notice, I didn’t say “competitor”. Trust me, there are enough customers and clients for everyone, and it’s your job to connect with those who want to business with you because of your value and values.) Having a business giving program is one way to successfully brand your business. Keep in mind, cutting a few checks here and there or volunteering once in a while does not comprise a business giving program. As altruistic as your intentions are, a giving program has a strategy so that it works for both business and causes.

Here are just a few tips to help you boost your brand through a giving program.

1. Identify your values: Brand is based on values, period. Your business values influence every decision and action you make.

2. Identify mutual benefits: Your aim should be to have a giving program that serves your business, customers, community which makes a difference in the world.

3. Create a connection: Build a meaningful connection with your customers on every level of your business. Each experience is crucial to defining and building your brand. Even your message creates an emotional connection that shifts the value perception and equation to build customer trust and loyalty.

Not sure if your giving back is building your brand? If you can’t define your giving program through your brand, your customers won’t be able to either. Your brand and giving program must be aligned to authenticate the brand connection with your business, customers and communities.

I share all of this AND more in my new Boost Your Brand by Giving Back (tm) Audio. You can get your copy of this mp3 for only $27 at http://www.givingadvice.com/products.html.




© 2008. Maggie F. Keenan, Ed.D. All rights reserved.