As the holidays approach, we tend to focus on what we’ve achieved during the year, expecting to reap the rewards of our efforts. Given all our clients do to help us achieve our goals, what have we done to share our success?
How can we expand beyond meeting our own needs to serve others and improve our communities?
Let me share a strategy that works year-round, but may be especially useful during the holiday season. Instead of advertising to generate more business, I recommend contributing to worthy causes within your local community. Very few non-profit organizations have adequate resources to actively solicit donations from small businesses like ours. Make their difficult job easier by scanning social media and publications to learn about organizations, and then donate a gift card or gift basket (a significant one, like $100 worth!) Even when an organization doesn’t have an upcoming event, they can always use donations to reward hard-working volunteers and staff members. Ideally, you can arrange for the organization’s executive director to visit your business to collect the donation and receive a quick tour.
“What is called generosity is usually only the vanity of giving; we enjoy the vanity more than the thing given.” – Francois de La Rochefoucauld
In exchange for your donation, your business gets listed in event programs, linked on the organization’s website and printed in advertisements and marketing that thank sponsors. You may not be able to afford a $500-a-plate dinner at a fundraiser, but your business can be well represented to people who can, and that’s the point.
Your generosity lets people know that money spent at your salon gets reinvested in your local community.
To promote organizations and their causes, you can share information with your clients to encourage them to attend an event, volunteer and/or make donations of their own. Likewise, clients may suggest organizations that you may not be familiar with.
You can give in many different ways: your expertise, time, money, products, hosting and more. Whatever your interests (education, the arts, sports, health care, disaster relief, the environment, animal welfare, military/veterans, etc.), organizations in your local community need your support. Which organizations you choose requires careful consideration because your business becomes affiliated with organizations you support, for better or worse.
“Too many have dispensed with generosity in order to practice charity.” – Albert Camus
Fifteen years ago, I lost two clients to ALS (amyotrophic lateral sclerosis, also known as Lou Gehrig’s disease) within the same year. In that moment, I didn’t feel giving holiday gifts to clients was appropriate (and still don’t). On behalf of the salon, I donated that same money to the ALS Association to honor these clients and their families. The overwhelmingly positive response to this decision was so affirming that I vowed to never buy client gifts again. I urge you to find ways to achieve your professional goals, like promoting your business, while helping others who may never meet you or become your clients, but will appreciate you nonetheless.
An earlier version was published by Beauty Cast Network.