It Can Pay Big Dividends When You Give Back to the Community

You get what you give is an expression that speaks to the power of reciprocity. That is to say, the energy, support for others, and the compassion you put into the world shapes the return you get for your efforts. The idiom is true in life and in business where it has real-world significance about the way your spa or massage practice engages with your community.  

Businesses that give back to the community are meeting a growing expectation on the part of their customers that they address social and as well as environmental issues. Customer experience research conducted by Shep Hyken, a customer service/CX expert, found that 62 percent of U.S. consumers prefer doing business with companies that support important social causes. Consumers – 52 percent – also say that a company’s involvement with social cause increases their trust.[1]

How to give back to the community

When it comes to how to give back to the community, there are programs and activities where you and your team can get involved:

Donate services: Donate time and massage therapy services for a special event to raise money for a community organization or not-for-profit organization.

Host a donation drive: Host a collection drive for non-perishable food items or clothing for community members suffering financial hardship. Clients may be more inclined to give because they have trust in your business and know the donations will reach targeted individuals.

Offer discounted or free services: Provide free massage services to those who may not be able to afford them, such as people in homeless centers, or offer discounted services to seniors on fixed incomes.

Organize service days: Look for a community need where your team members can engage in a service project – helping with tree planting and pruning in a local park, participating in a charity walk, handing out food at a food bank, or cleaning up trash by a local beach. Service days build team spirit, foster a culture of giving within the team and enable your spa or massage practice to give back to the community in an impactful way.

Benefit to your bottom line

Businesses that give back to the community benefit in many ways:

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 comment on social media. Consumers looking for professional massage therapy or skin care services will have a positive impression of your business.

Build consumer trust: Businesses that give back to the community build trust with customers. They feel a connection to your business because they believe you are invested in the betterment of the community. Trust leads to support for your services.

Gain community good will: Giving back to the community is an excellent way to build good will. Your customers value your contribution, and you gain respect among community leaders who may help promote your company to other local organizations.

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 and Gen Z look for socially responsible employers. 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.

Contribute to the growth of the community: Businesses that give back to the community help the community thrive, which in turn creates a positive environment for economic growth.

Choose the right charitable partner

There are many worthwhile causes, so it can be difficult to decide which ones are best for you. You want to avoid a mismatch, which can result when there is a philosophical difference in how to get things done, or by partnering with a group that asks for too much of your time. Here are suggestions for finding the right organization for your spa or massage practice to support.

Establish criteria: Your criteria can vary from size of organization to location. Collaborate with your team to decide what qualities and characteristics make the right fit. Once you have your criteria, begin a search for potential candidates. You may already have groups in mind or organizations have contacted you. Create a target list.

Do your homework: Conduct research online, talk to people and contact organizations for information to develop a profile of each of the candidates on your target list. Compare mission statements and goals. Also confirm that the organizations are compliant with the IRS as tax exempt. Any contribution you make may not be tax deductible if the organization does not meet IRS specifications,

Ensure accountability and transparency: Make sure that you are comfortable with the way the organization tracks its financials and meets its stated goals. You also should investigate the fundraising tactics of the group including outreach to donors and other donation-generating activities to see if there are any red flags.

Donating your services to help others in your community has rewards. Giving back is inspiring and boosts your standing in the community. You also have an opportunity to display your skills to people who might otherwise not know about you. When they need your services, you will be top of mind.