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Giving back helps businesses move forward

Written By | Apr 29, 2014

WASHINGTON, April 29, 2014 — Businesses nationwide, like City Loan™, have recognized that charitable giving and creating a bond with their community are important.

According to the U.S. Small Business Administration, 85% of consumers in the United States think a company has a more positive image when it contributes to a cause that they care about as well.

“City Loan has been part of the Southern California-Long Beach community for years and we love giving back whenever we can,” said VP of Business Development, Greg Poppe.  “Whether it’s a local chapter of the Boy Scouts, the Boys and Girls Club, or the Ronald McDonald House, we want people to know that City Loan is a good neighbor.”

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Being a good neighbor is good for the soul, but it’s also proven to be good for business.

While there may be financial benefits to the company for corporate charity work (i.e. income tax deductions, etc.), the main benefit comes from improving company morale and generating awareness for the business.

Today, most businesses are recognizing the importance of retaining employees. They introduce programs to combat turnover and empower employees. At the core of employee engagement is making sure that employees believe in the mission of the company. Not to discount a paycheck or upward mobility, but strong organizations empower their employees and make sure they believe in the mission.

Being involved in charity provides a greater purpose, and allows employees to bond and feel good about the work they do. It’s a morale booster when done effectively.

As a business, it’s alright to promote— even brag— about partnering with a charity. Sharing involvement on the company website, issuing a press release, and creating a video are all acceptable. The community likes to know that a company cares, and responds well to it.

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“We want to extend our ‘good neighbor’ policy beyond our Southern California roots,” said Farrell Johnson, Director of Marketing for City Loan. “Over the next few months we plan on partnering with organizations like to create an even bigger impact. We have rebranded our social media sites, like Facebook and Twitter, to focus on City Loan’s charitable initiatives. This will give our followers a chance to have a say in the types of things City Loan focuses on in terms of donations, and to give feedback when we announce new charity partnerships.”

At the end of the day, business is all about customers. Creating a sense of community, like customer service or creating a better in-store customer experience, has become a way to meet the needs of customers.

When a customer is asked to describe a business, it should elicit positive emotions. Corporate philanthropy should be a core part of the mission, as it looks to connect with customers. City Loan has already made it part of theirs and expects to see more businesses do the same.

Jeff Barrett is an experienced columnist and digital public relations professional. He has been named Business Insider’s #1 Ad Executive on Twitter, a Forbes Top 50 Influencer In Social Media and has contributed to Technorati, Mashable and The Washington Times.