Affirmation by association is a business tool that too few companies take full advantage of. Being known as a company that supports a cause or group that people appreciate is often worth much more than the actual financial investment.

Businesses can build a strong network by aligning nonprofits. Not only are you out in the community doing “good deeds,” but you also meet people who you may not be able to connect with otherwise. These relationships could open you up to new investment opportunities, sources of capital, and other business opportunities. Sure, you’re doing good because it’s the right thing to do, but there’s nothing wrong – and a lot right – with getting something in return for your time, effort and investment.

And it’s not like this is a secret. Most charitable organizations understand your secondary reasons. They appreciate the support, and they are generally more than happy that both of you are benefitting.

So, which charity should you choose? For many, this question answers itself. You might have a personal reason to get involved with a cause. For instance, a family member with a medical condition or a loved one with a disability. Or, you might have benefitted from a specific service yourself, and you want to give back.

If none of these things apply to you, or if you want to spread the wealth, consider donating to a nonprofit that caters to your target market. For example, a lot of local burger joints will sponsor school fundraisers, sell wares out at little league parks or let the Scouts come sell cookies or popcorn outside on the sidewalk. This is smart because it allows those owners to directly connect with a lot of parents who will then think of them when the kids want burgers and fries and mom or dad just doesn’t feel like cooking.

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Some radiology groups or doctors’ offices send teams out to walk for cancer cures or Alzheimer’s research. They, too, are working to benefit groups that are within their target market. People know they work to help find a cure in their day jobs, and they appreciate that they’re taking their free time to help out.

So, what are you waiting for? Get out there, become a title sponsor, get your name on a t-shirt or a banner. Connect your brand with a group that is doing some good and help get your name out there. Put down some roots in the community by connecting with it on a new and exciting level. Not only will you help a worthy cause, you will also give people more reasons to appreciate you as a community partner.

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.