Editor’s Note: This article was kindly shared with us by Carie Beeman, the chief marketing officer for HomeFront Brands. Carie has developed brand and creative strategies for some of the world’s most recognizable companies while holding multiple executive leadership roles throughout her 25-year marketing career.
When most people volunteer for or donate to a worthy cause, they develop a “helper’s high” that boosts their mood and gives them a sense of accomplishment.
But for a local franchise owner, building strong relationships and trust with members of their community through charitable outreach is vital to their survival.
It may seem counterintuitive that a for-profit company would invest a good portion of their time and money supporting nonprofit organizations, but an effective corporate social responsibility (CSR) program gives meaning to your brand and improves your company’s reputation both locally and nationally. It helps structure your efforts to give back to the community where you live, play, and work – and it sets an example for your franchise owners.
In addition to the people or projects you lift up with your charitable giving, for franchisees who decide to participate in local CSR efforts, these acts of kindness also help you build strong relationships and trust within your community.
For a prospective franchise owner, a franchisor’s CSR program should be considered as important as the startup costs and ongoing support you will receive when you are considering a bid to become a franchisee. It can help you determine if their core values are aligned with your own, which is a necessity on the road to success.
The Mission-Driven Franchisee
For many potential franchisees, the first step on the journey toward franchise ownership is conducting some market research. Finding out the types of services your community needs and pairing that with a franchisor that offers those opportunities is essential.
But once the market research is done and you have checked to see if the total investment costs are within your budget, potential franchisees should then consider whether they are a good cultural match with the franchisor.
In today’s world, franchise business owners must offer their customers more than just a service. They need to be seen as trustworthy and engrained in their community.
A great franchisor is interested in more than just profit. They should also encourage their franchisees to become an integral part of their local area by working to better the lives of the people that live there.
In most communities, it is the small business owner who provides the most impact. According to SCORE, the nation’s largest network of volunteer business mentors, small businesses donate 250% more than their larger business counterparts.
In the franchising industry, local franchise owners continue this impact by building the brand’s reputation as a company that cares.
Make an Impact
No man is an island… and no business can be successful without the backing of its customer base.
The partnerships a franchisee forms with other business owners, community leaders and potential customers as a result of their community outreach are crucial in helping their business become successful and remain relevant.
Creating a positive community impact goes far beyond helping a cause. In addition to helping schools or providing the funds that keep the local humane society or food bank running, your charitable giving programs impact on the community include…
Enhancing employee engagement and satisfaction: When employees are happy with their employer, they are more engaged with both management and the customer base. This not only does wonders for a company’s retention rates, it also improves your business performance.
Increasing your networking opportunities: When you and your team are involved in the community, you will receive more referrals. Successful businesses are built on word-of-mouth advertising.
Boosting your reputation: All businesses will face a crisis at some point. But, if your company has already built up a reputation as a trustworthy business with the community’s needs at heart, you can more easily weather any storm. This proactive approach protects your company during hard times.
Improving the local economy: A successful business provides jobs, which helps keep money flowing throughout the community. A rising tide lifts all boats, and one of the best ways a franchise owner can be successful is to provide charitable solutions for the people who live in their service area.
Retired neurosurgeon and former U.S. presidential candidate Ben Carson once said that “happiness doesn't result from what we get, but from what we give.” Making an impact in your local area and creating goodwill is a win/win for franchise owners and the franchise brand, overall.
Make Your Mark
Sometimes, the nonprofits and charities a franchisee’s corporate office supports may not be a good fit at the local level. That is when franchisees may need to find local philanthropic organizations that meet the needs of their community.
The corporate office will want to ensure that the franchise owner’s charity of choice does not run counter to the company’s overall brand reputation and messaging, but a good franchisor should support their franchisee’s choices.
For example, HomeFront Brands supports both Operation Homefront and the Ben Carson Reading Project – but many of our family of franchisees have other nonprofits in their communities that need attention. Top Rail Fence Tampa works closely with the Humane Society of Tampa by donating or discounting fencing for families who adopt a pet, and Window Hero West Knoxville offers free power washes to clean up area schools.
The franchising community is replete with examples of companies that encourage philanthropic participation among their franchisees. Little Caesars Veterans Program, Krispy Kreme’s “Raise Dough” campaign and, of course, McDonald’s Ronald McDonald House charity are examples of philanthropic outreach that has improved the lives of millions.
Whether a franchisee is supporting the local Little League, donating services to an area veterans’ group or encouraging employees to volunteer their time at a local Habitat for Humanity, the franchisor should encourage and support their efforts.
The key is to support franchise owners who are engaged with their communities and become fantastic ambassadors for your franchise brand by forging new and lasting relationships within their communities.
Franchises that spotlight a message of “purpose alongside profit” will attract the types of franchise owners who want to be successful in business and successful in life. If those successes include meaningful relationships within their communities, your franchise organization can build a brand that is respected, trusted, and prosperous.
Find the Franchise That Matches Your Values
However you want to give back, owning a franchise makes that goal possible. Finding the right franchise to own is an incredibly individualized and personalized process – so it is important to explore your options and conduct thorough research as you consider becoming a franchise owner. At FranCoach, we are here to help!
FranCoach is a national search firm dedicated to working with individuals who are interested in owning a franchise. We have partnered with over 600 of the top franchisors in the country, spanning nearly 70 industries.
When we work with clients, our number one goal is to help them find the absolute best franchise for them to own. If you are looking to start a business, build a lasting legacy, make an impact in your community, and be your own boss, franchise ownership might just be the ideal path for you.
Reach out to us to learn more about becoming a franchise owner. There is never any fee for our service, so why not take the first step today toward your better tomorrow?
Find out if you’re ready for franchise ownership with this five-minute assessment quiz.
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