If you own or work in a small business, the stream of funding requests from nonprofits can seem endless.  Some are looking for funding for crucial community service programs they run, some are having a fundraising event and looking for sponsors, while others are just looking for funds to stay open.  These reasons are important to the person asking, and for many, they are crucial for their survival.

So, the question is:  How do I serve these nonprofits, be part of the big picture and be a good community partner without going broke?  It is best to create a plan that is consistent and intentional, with a focus on your involvement in the communities you serve.

Becoming a good community partner makes sense

If giving back isn’t part of your core values or marketing program, it should be.  The following reasons are some of the most important, and many others may exist, but you should keep your eyes and ears open.  Never miss a chance to be a good community partner. Your customers will appreciate a company that cares about the population they serve.  Your employees are also proud to work for a community-minded culture.  Support their charities and children’s activities.  If you find out that the gymnastics program one of your associate’s children is involved in is running a capital campaign, find out how you can participate.  The feel-good factor of community involvement is hard to measure but provides a strong feeling of inclusion with the people you serve.

If you do not have any connections with programs that need help, ask your friends and business contacts if they serve on a nonprofit board.  I am sure that you will find a charity you can support.  It is best to start small with your gifts and make sure to investigate the organization before you commit.  Not all nonprofits are well-run and organized.  However, all nonprofits are required by the IRS to file a Form 990 or tax return for the organization.  These documents are found on GuideStar and are available to the public at no charge.  They include things like the percentage of the income that goes to programs and what is needed to run the organization, including salaries.

You mustn't invest in a sinking ship, so make sure they are fiscally responsible, have a strategic plan, a budget, a cash reserve and pay their bills in a timely manner.

Service clubs are worth a serious look

Service clubs like Rotary and the Lions can also provide a conduit to charitable giving.  Rotary International focuses on eradicating polio worldwide, and the Lions run eyeglass programs for the disadvantaged. Both also offer programs to volunteer for painting or landscaping community projects.  I was able to participate in a fundraising event through our local Rotary Club.  We raised money for the privilege to rappel off of a 30-story office building in Philadelphia to raise money for an Outward Bound leadership program. It was exhilarating.  

Consider becoming a board member

Another way to give back is to join the board of directors of a nonprofit organization.  This is a serious time commitment but can be very satisfying.  It is important to understand what the time commitment is but also other things, such as your yearly expected giving when joining the board.  Make sure the organization is something you are passionate about, and be willing to commit resources to help the organization.  

My first board invitation came from an existing board member who knew I would be able to help the organization with the facilities management of the building they owned.  I felt good about my time there, and although I was not involved in the program, I was proud to help keep their building in tip-top shape for the programs. Many of my everyday contracting skills were very helpful to the cause.  It was easy for me to understand their issues with the building, and it was a huge help to keep everything on track.  Small cost for us but a big gain for them.  

My position on their board led to similar help for other nonprofits.  We helped a homeless shelter each year by receiving a large order of beds and frames for their housing.  To buy beds at the right price, they purchased in bulk and needed to have the delivery from that vendor to a facility with a dock-height receiving platform and a place to discard the packing trash.  We provided that at our facility late on a Friday, other volunteers picked up the beds and frames over the weekend, and everything was gone on Monday.  It was no big deal for us but a huge win for the organization.  Over that weekend, we saw traffic from the volunteers as potential customers that we may not have reached by doing regular marketing.  There is always an opportunity when working with people you have never met before. It is truly all about relationships.

It’s all about your local community

Giving back is also a great way to support the local economy.  It is an investment that will elevate the community. For example, even though a tax base funds schools, you can still support local school programs. That enriches and educates students and results in a better-educated workforce. This will lead to smarter consumers with more disposable income to spend on local businesses. Supporting the local Little League teams not only gets your business name on jerseys but also encourages exercise and healthy habits for life. A healthier youth is a more successful one.  The cascading effects are positive and far-reaching.  Above all, be humble and authentic when giving back.

The heart of the matter

The most important thing about giving back is to be authentic. Providing support to organizations that you genuinely believe in is of paramount importance; As a giver, you always gain. Work with organizations that complement your small business. For instance, a roofing supplier could donate the shingles to an organization that builds homes for the homeless. If you have leftover food from your grocery store, you could donate it to a nearby food bank for people who need to feed their families.

You must be genuine in your charitable giving — and practical in your messaging about it or don’t get involved. Giving in bad faith will be interpreted as a cheesy marketing ploy that will seriously harm your brand's reputation.

“Paying it forward” is more than just a saying – it is a real-life example of being a good community partner.

Bill Ronayne is the President of Brandywine Valley Heating & Air Conditioning. He is the author of The Role of Volunteering in Business Success and has been providing commercial and residential HVAC service and installations for over 30 years in the West Chester Community, Pennsylvania.  For more information, contact Bill at 610-692-3900, billr@bvhvac.com or visit www.bvhvac.com.