More than a warm fuzzy feeling: Why small businesses should align with charities


Local designer and managing director of b.sirius Vanessa Eldridge. Source: Supplied.

Launching a business provided me with an opportunity to not only build a brand around something I love doing, but also, to enrich the lives of others.

There are countless reasons why small businesses could commercially — and socially — benefit from finding the right charity partner.

Appointing a charity can be a very emotional process and it’s important to research to find the right fit for you.

A win-win for productivity

Not only is it important to partner with a not-for-profit or social enterprise that matches your company values, but it is also critical you remain strategic so you can incorporate the partnership into the business in order to create mutual benefit.

A charity can help in practical ways by improving productivity and reducing overheads.

For example, partnering with a large, not-for-profit organisation that employs people with disabilities to provide meaningful work and an opportunity to enter the workforce could enable you to meet your storage, picking and dispatching needs while simultaneously growing both businesses.

Feel-good stories

Working with a charity helps develop narrative and build brand awareness. Customers love to read ‘feel-good stories’ and learn about the positive tales behind the brand.

Plus, consumers are increasingly brand aware, and they want to feel good when they make a purchase.

Opportunity exists for small business to leverage the power of PR, stimulate conversation and increase the rate of repeat purchases through customer loyalty.

Aligning with a charity also gives you an opportunity to share content and reach out to a broader audience. And, in turn, charities can amplify their own marketing campaigns by utilising each other’s resources and social media platforms to cross-pollinate good-news stories.

Making connections

Connecting with a not-for-profit can offer a small business numerous networking opportunities and help unlock the doors to a whole bunch of new industry contacts. Small businesses need to stay in the mix and be exposed to new business partners, growth opportunities and a broader customer base if they are to thrive.


It’s important to note a charity partnership doesn’t always need to be about business, and should not solely be about increasing commercial value.

Charitable efforts must be authentic, and in doing so, can help improve team morale and affirm staff members’ belief in the company. Giving back to the community feels good, and so, has the ability to strengthen the bond between an employer and their team members. That alone can bring rewards in spades.

NOW READ: A little goes a long way: Why Atlassian is encouraging startups to pledge 1% of their equity to charity

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