- Small businesses aiming to start a charitable cause might seem far-fetched. After all, they should be more concerned with growing sales revenue, attracting talent and building their brand, right? Partnering with a charity seems counterintuitive when each sale is precious, and time is already limited. Even still, partnering with the right charity for a cause that customers believe in can be an effective marketing strategy. It creates another touchpoint with potential customers and expands networking opportunities.
If there’s a cause out there that’s near to your heart, but you’re unsure how to use your entrepreneurial spirit to support it, take a look at these seven brands to gain a better understanding about how your company can contribute.
This charity has been around for quite a while, but you might not be familiar with their work. (RED) partners with some of the most desirable brands in the world to create bright red versions of their most popular products. They’ve worked with big brands like Apple, Beats, FatBoy, le Creuset, Moleskine, and Stella McCartney.
What’s it all for?
They donate a portion of all sales to help fight the AIDS crisis in Africa. Their full collection includes everything from a ten dollar pack of playing cards, to a ten thousand dollar Vespa scooter!
The “FACT” in FACT goods stands for “Find A Cure Today,” and this company is all about positivity! They sell a wide collection of hats, t-shirts, hoodies, tote bags, and other apparel and accessories, all proudly sporting inspiring messages like “You are stronger than you think.” They have sizes for the whole family, and a great collection of faith-based designs too!
The best part of this company, though, is that a full quarter of the proceeds from every sale on the site goes to causes like the Leukemia & Lymphoma Society or the Breast Cancer Research Foundation, to help fund their important and life-saving research.
When Audrey Gruss lost her mother, Hope, she wanted to do something major in her memory. So, she created Hope Fragrances, featuring the scent of four classic white flowers: gardenia, jasmine, lily-of-the-valley, and tuberose. Since 2006, this fragrance has donated 100 percent of its profits to the Hope for Depression Research Foundation to help those suffering from depression, as Hope did for most of her adult life. The foundation funds cutting-edge research into depression, bipolar disorder, postpartum depression, PTSD, and anxiety disorders. It’s a delightful way to help fund vital mental health breakthroughs!
Love Your Melon
Need a new hat? Love Your Melon has a great collection of ball caps, beanies, head wraps, and much more. Not a hat person? Don’t worry! They have all kinds of apparel and accessories available too. And half of the profits are donated to nonprofit partners in the field of pediatric oncology. They partner with charities like St. Jude’s and Alex’s Lemonade Stand, plus they’re dedicated to providing a hat for every child in America who is battling cancer.
Solo Eyewear’s eco-friendly sunglasses are made with care from sustainable sources like repurposed bamboo, and recycled plastic. Additionally, they donate 10% of the profits to initiatives that help restore vision to those in need. So far, they’ve helped over 13,000 people in 32 countries! It’s a stylish and Earth-friendly way to protect your vision while helping restore vision to someone who needs it.
After suffering through sexual abuse and domestic violence, Therapy Threads designer Dani Singer found herself struggling through PTSD, depression, and anxiety. She decided to create a collection of helpful products for others who find themselves in the grip of mental illness, and Therapy Threads was born. This shop offers aromatherapy jewelry, aromatherapy scarves, and other self-care products like robes, crystals, and scented candles. The shop gives back to the National Alliance on Mental Illness to help spread mental health and well-being messages to individuals across the country.
The Vintage Twin
If you’re a fan of vintage goods and thrift store treasures, The Vintage Twin will not disappoint. They carry clothing for ladies and gents as well as home decor pieces. Every piece is reworked from vintage fabrics and products. Imagine taking a 70’s era blouse and reworking it into a sweet and sexy shirt dress. It means every item they sell is one-of-a-kind, unique, just like you!
They donate 10 percent of the proceeds to charities like the National MS Society or Susan G. Komen For The Cure. Have a different cause that’s close to your heart? You can also specify your own charity and create a flash fundraiser online!
These small companies have one thing in common; They care. They want business to be a positive change in the world and therefore attract customers who feel the same way. Any small business can establish their brand in the same way. Businesses with an authentic brand message that cares about helping people is a great way to gain support and expand their brand. It’s easy to get caught up in the bottom line, but as we’ve seen from these seven brands, charitable causes have intangible attributes that help small businesses in other ways.