• Survey
  • Book Becky to speak
  • The book: Small Town Rules
  • Shop Local video
  • SaveYour.Town

Small Biz Survival

The small town and rural business resource

A row of small town shops
  • Front Page
  • Latest stories
  • About
  • Guided Tour
  • Subscribe
  • Privacy Policy
  • Contact
  • RSS

Giving to Community Brings Small Business Success

By Glenn Muske

Alva Art Walk

Alva Art Walk (CC) by bjmccray on Flickr

In many communities, the small-business owner is the cornerstone of support for various charitable functions and events.

Small-business owners don’t just provide dollars, products and services; they often take on leadership and volunteer roles that allow the community to maintain itself and grow.

The support of small-business owners to their community should be applauded. Their support is crucial in keeping community activities and programs going.

Communities aren’t the only ones that benefit from such support, though. Community support can be an effective marketing tool for the small business.

Developing an effective community giving program does not happen automatically, however. An effective program is part of an overall marketing plan and done for a reason.

Business owners often don’t think much about their gifts. This attitude comes from a mindset of “giving back.” It is based somewhat on expectations of mutual support between two groups: the community and the business.

This idea of giving is appreciated and acknowledged by a community. However, a more effective means requires a change in philosophy to one of choosing to give, or generosity with no expectation of return.

This alternative form of giving demonstrates the commitment of the business to the community. It occurs in individual giving as well. Some people have labeled it “relentless generosity.” More quickly the giver is perceived as wanting to be a part of what is being built.

Either form of giving builds a community relationship. Both help make connections and become part of the brand for the business. Yet the latter has shown to develop a deeper and stronger inter-relationship more quickly.

As you develop your small-business marketing plan, strategically think about your giving efforts of time, goods, services and money. Know the “why” for what you do and understand the potential outcomes.

Glenn Muske is the Rural and Agribusiness Enterprise Development Specialist at the North Dakota State University Extension Service – Center for Community Vitality. Follow Glenn on Twitter: @gmuske

  • About the Author
  • Latest Posts

About Glenn Muske

Glenn Muske is an independent expert on rural small business, working as GM Consulting – Your partner in achieving small business success. He provides consulting, and writes articles for county extension agents and newspapers across North Dakota. Previously, he was the Rural and Agribusiness Enterprise Development Specialist at the North Dakota State University Extension Service – Center for Community Vitality.
  • Change - December 26, 2018
  • Regular Customers Form Your Base - December 12, 2018
  • Disasters: Is Your Small Business Ready? - December 5, 2018
  • Business Startup: Steps to Remember - November 28, 2018
  • HAPPY THANKSGIVING FROM SMALL BIZ SURVIVAL - November 21, 2018
  • Finding a Business Idea - November 14, 2018
  • Does Your Networking Have Punch? - November 7, 2018
  • Build Tomorrow’s Community Business Sector - October 24, 2018
  • Are You Changing? - October 17, 2018
  • Is it really a deal? - October 10, 2018

September 19, 2013 Filed Under: community, marketing, rural, Small Biz 100 Tagged With: marketing, small business

Wondering what is and is not allowed in the comments?
Or how to get a nifty photo beside your name?
Check our commenting policy.
Use your real name, not a business name.


Don't see the comment form?
Comments are automatically closed on older posts, but you can send me your comment via this contact form and I'll add it manually for you. Thanks!

Comments

  1. Mary Smith says

    September 19, 2013 at 9:37 am

    Here’s another suggestion that involves merchants and local giving. I’ve watched my friend who owns a local coffee shop be bombarded by half a dozen cheerleaders asking for money to go to cheerleading camp. (This is almost a weekly occurrence,) My friend is a good salesperson and first gives the students a lesson on selling, i.e., what are you selling, how will it benefit me, why should I give you money. These are things the student advisor ought to be teaching, but . . . . Then she reminds the students that they don’t ever come downtown to support businesses and they don’t get involved in the community. She suggests that when she sees more students participating in local events and volunteering at festivals, etc., she will be more inclined to support them. Of course, she always makes a donation. Perhaps more non-profits should consider “earning” their donations by participating in local events. I ran a local festival and promised an hourly donation to groups that manned concession stands, etc. When you support the business community, even in small ways, they are much more willing to support your projects, too.

    • Becky McCray says

      September 19, 2013 at 10:22 pm

      Mary, I like the idea of giving a hourly donation to groups that participate and help with community events.

  2. Ivan Widjaya says

    October 1, 2013 at 10:53 pm

    These days, having a business is no longer about making money. After all, the money that you will earn can only depend on the value that you provide. So as long as you give back and help the community as much as you can, you can expect some valuable returns.

    • Becky McCray says

      October 2, 2013 at 6:49 pm

      Ivan, I do see a small trend of people thinking about much more than money in business. But I do think it’s increasing.

Howdy!

Glad you dropped in to the rural and small town business blog, established in 2006.

We want you to feel at home, so please take our guided tour.

Meet our authors on the About page.

Have something to say? You can give us a holler on the contact form.

If you would like permission to re-use an article you've read here, please make a Reprint Request.

Want to search our past articles? Catch up with the latest stories? Browse through the categories? All the good stuff is on the Front Page.

Shop Local

Buy local buttonReady to set up a shop local campaign in your small town? You'll need a guide who understands how we're different and what really works: Shop Local Campaigns for Small Towns.

Best of Small Biz Survival

What is holding us back? Why does every project take so long in small towns?

How any business can be part of downtown events by going mobile

Concert-goers talking and enjoying the evening in downtown Webster City, Iowa.

Why do people say there’s nothing to do here then not come to our concerts?

Retailers: Fill all empty space, floor to ceiling

More of the best of Small Biz Survival

Copyright © 2021 Becky McCray
Front Page · Log in