How a Nonprofit Connection Can Benefit Your Bottom Line

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.

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, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.