The call to "give back to the community" may seem like a tired cliche. But finding ways to deepen the emotional and tangible connection between your business and the community it serves has never been more important.

Contributing to society through charity has many rewards that eclipse business. But let us not forget that competition is fiercer than ever, and by serving the interests of your community...beyond the quid pro quo of a dollar of service for every dollar paid...you stand to gain a competitive advantage.

The charitable efforts of major companies are well known. Who hasn't heard of Ronald McDonald House?  But few start-up and emerging companies have the luxury of resources and time to devote toward charitable efforts that are so directly linked to their brand. At Firehouse Subs, for example, the Firehouse Subs Public Safety Foundation was not formed until 2005...11 years after the opening of the first Firehouse Subs restaurant.  But the start-up was preceded by years of community involvement. 

So how might a new company start down the road toward giving back to the community in a way that may also help their business?

Start out by supporting a worthy cause that is relevant to your brand and customer base.  This means knowing your customers and their interests. There are almost an unlimited number of causes to choose from. If you choose a cause that occupies too narrow a niche in the community,your customers may be completely unaware of your efforts simply because they do not interact with the charity outside the four walls of your business. Even worse: they simply may not care. 
 
Know who you are supporting. Associating your company with a cause that becomes suspect for any reason may prove to be more damaging than beneficial.  Understand the cause; how your support will be employed and publicized; make sure the organization is transparent and properly organized (for example, a properly registered 501C3). Establish a personal relationship with the leadership of the charity, and get to know their character.

If you are strapped for monetary resources, remember that organizations often need help in other ways.  Supporting a cause with man hours can fill a critical need. It can also be a source of pride for your employees and enhance teamwork.

Publicity is not an evil word. Work with the charity to have your business appropriately credited for your efforts. As needed, accept the financial burden for such self-promotion (for example, displaying your company banner at a charitable event). Employ press releases to spread the word in the media (this should usually be done collaboratively with the charitable entity).

"Own" something.  For purposes of recognition and impact, it may be better to be a big fish in a small pond. Your contributions should have a tangible, measurable impact on the charity's efforts. Even with large national charities, you can become a change agent at the local chapter level.

By working closely with a charitable organization, over time, you will learn much about the mechanics of working in this arena.  Once you have honed your skills, and increased your capacity for giving, you may find it is time to totally self direct your efforts with your own charitable cause.  There is no shortage of room for giving. And you may even discover that your company's reasons for being are much different than you ever believed.