EnTrends

"Charity Begins at the Home Office"

By Donna Scwartz Mills

Most societies have a tradition of giving to the needy; We're told to do so by our parents, teachers and clergy. It is the right thing to do --
and it can also be a smart business strategy.

A couple of years ago, a restaurateur from San Francisco decided to open shop down south in one of the most competitive, high-rent
districts in the country: Beverly Hills.

The failure rate for new restaurants is pretty high. Much depends on establishing a loyal clientele as quickly as possible, and Helene An
did not know *anyone* in her new city. Yet, her restaurant -- Crustacean -- was an immediate hit upon opening and is still one of the
most popular places to see and be seen in notoriously fickle Beverly Hills.

An knew that the restaurant's dramatic decor would make an impression, and she had faith in the French/Vietnamese recipes her family
brought with them when they came to the U.S. But she understood that having a good product is not enough for any new venture. She
needed to connect with her target customers before her grand opening.

"I decided that if I wanted to have friends, I would be a friend. I would become a friend to the community."

So An became an active participant in local causes and charities. She gave money, offered Crustacean as a site for fund-raisers and
donated gift certificates as auction and raffle prizes. She joined the boards of several of the area's non-profit organizations. Her
restaurant earned a reputation as the city's most philanthropic.

The result was immediate awareness and visibility -- and a network that includes most of the movers and shakers of the community.

While most home business owners are unable to match An's generosity dollar for dollar (her annual charity budget is over $100,000), her
method will work for a business of any size:

Instead of just buying a raffle ticket, how about donating one of your products to serve as a prize?

If your business is a service, make up some gift certificates and give it to that non-profit's silent auction.

Make time for PTA meetings and volunteer to help out on school activities.

Sponsor a local children's team -- your business name and logo will be seen throughout the community.

Need more ideas? The following organizations specialize in matching volunteers with local non-profits who need them:

http://www.helping.org

http://www.volunteermatch.org

http://www.servenet.org

Besides increasing your visibility and expanding your network, you'll be making your community a better place to live... and that's good
for business!