The traditional season of giving may be over, but that doesn’t mean giving on behalf of your spa or massage practice should end. Having an ongoing company giving program, not only helps the community you service; it helps your business standing. Increasingly consumers care that the companies they do business with demonstrate some commitment to social issues and the environment. The latest corporate responsibility survey (CSR) from Cone Communications found:
63% of Americans are hopeful businesses will take the lead to drive social and environmental change moving forward, in the absence of government regulation
78% want companies to address important social justice issues
87% will purchase a product because a company advocated for an issue they cared about and 76%will refuse to purchase a company’s products or services upon learning it supported an issue contrary to their beliefs
Giving back doesn’t necessarily mean financial support. Investing in your community by serving on the board of local not-for-profit organizations, partnering with a charity or community service organization to put on a special event or providing hands-on support at community events by providing your massage services are just as important as writing a check. Many groups organize marathons or walks so there are many opportunities to provide massage services to participants. Or you may want to set up a booth for neck massages as part of an event with the proceeds going to the charity.
In addition to building goodwill with clients and the community, there are other benefits to giving back to the community:
Boost your brand reputation: More people know you and as a result talk about your spa or massage practice to others (word of mouth marketing) and through social media. Consumers looking for professional massage therapy or skin care services will be more positively disposed to yours.
Learn new skills: Volunteering can introduce you to a new type of client – pregnant women, seniors or children - with needs you may not have addressed before, so the experience can help expand your expertise.
Attract new employees: Today’s millennials are particularly drawn to socially responsible companies. By contributing to the community, your spa or massage therapy practice will stand out as a place to seek employment.
Build team spirit among employees: Involvement in a local charity can boost employee morale. Working together on a charitable event sponsored by your spa or massage practice also helps to build bonds among employees.
Reinforce company values: Giving back to the community can help your spa or massage practice reaffirm its values by contributing to organizations that share your values. Ongoing giving not only strengthens these values as your business gets more involved, it can eventually become a part of your day-to-operation.
Contributing the time and resources of your spa or massage practice is a win/win for you and your community. There are many opportunities to “give back” in your community. Choose one that supports your values and helps your organization and team grow.