Avionics News June 2013 - 84

series

BUSINESS BASICS
B Y

G R E G

L A S L O

Good Deeds

How to Benefit Your Shop by Supporting Your Community

hen customers talk about the good service your busiGIVE AND GET
ness provides, they might be referring to something
While this suggests there are plenty of business reasons to
other than what happens on your shop floor. Not
get involved in community organizations, we’re putting the cart
only is the care you give them important, so is the care you
before the horse. Civic involvement requires personal and comshow your community.
pany time, and treasure. And you may find it takes years to get
According to a 2010 study by public relations firm Cone
a measurable return on an investment. It’s best, then, to focus on
Inc., 90 percent of consumers want to know what charities
the personal benefits of giving back, while accepting the costs
the businesses they patronize support, and nearly eight in 10
and determining where your personal participation ends and
said they would switch providers to
where your shop begins.
buy from one associated with a good
Participation offers a variety of
cause. If you’re already thinking of
incentives to business owners. For
Giving back starts at the top
supporting a local nonprofit orgaone, there’s fulfillment. “I think
nization, this adds another layer to
there’s a real personal satisfaction
with you. But it also must
all the reasons you have for getting
in getting involved,” said Stengel,
involved. For your business, it may
who serves on the boards of several
trickle down to everyone
be the best strategic marketing you
organizations in her own community.
can do.
That’s especially true when you’re
“More and more, small businesses
else to be a genuine
working with an organization that
are recognizing the importance of
speaks to your values, ethics and
being involved in, and having visconcerns.
company-wide effort.
ibility with, nonprofits and commuBut civic service also can help
nity-based organizations,” said Geri
you build your management skills.
Stengel, president of Ventureneer, a
“If you get involved, either as a volconsulting company that promotes social responsibility. “It
unteer or, especially, on the board of a nonprofit, you’ll learn
certainly gives them visibility, and their customers feel good
leadership skills that you can take into your business,” Stengel
that the business is giving back.”
said. “Small-business owners frequently don’t spend the time
Whenever someone talks positively about your shop, you
or money on professional development for themselves, and this
build buzz. These kind words of mouth build your reputation,
is an opportunity to meet other people who can become role
and typically, that’s reason for others to do business with you.
models for you, who can mentor you.”
To encourage that, you will need to consider how you can
This new perspective can help you run your shop. Furthermore,
participate in your community, where to find opportunities and
since volunteers do most of the work for these organizations,
why civic service should be a company-wide effort. When you
you’ll better learn to motivate and manage people. “You’re condo, you may discover the fastest way through your customers’
vincing them because of the argument you’re making,” Stengel
purse strings involves tugging at their heartstrings.
said. “That’s a very important skill for today’s small businesses,
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Avionics News June 2013

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