Boost Your Staging Business By Giving Back

October is Breast Cancer Awareness month. It's also the time of year for my family and I to support a cause that's very near and dear to our hearts. Incredible and unbelievable as it may seem, we lost my mom to breast cancer 10 years ago. My 3 year old daughter got me all choked up recently because we were clarifying who daddy's daddy was and who's daddy's mommy, who's mommy's daddy, and then she asked me who my mommy was and I explained to her that she never met her because she passed away. She obviously doesn't understand what that means. She repeated that she hadn't met her yet, but when she does, she's going to give her a big hug. That just broke my heart. All I could say was that she would love that.

That's why I want to help make a difference in the fight against breast cancer by participating in the American Cancer Society's Making Strides Against Breast Cancer walk this October in San Francisco. I have participated for the last 10 years, Keith has walked with me for the last 6 years and this is Alexa's 3rd year. Earlier this year, a friend's older sister was taken by this awful disease. She was the mother of 6 year old triplets!

As conscious business owners, we can and should use our resources to give back. I just learned the phrase "Cause Marketing" which is being used by big brands to incorporate social responsibility into their marketing efforts. It's defined as a "commercial activity by which businesses and charities or causes form a partnership with each other to market an image, product or service for mutual benefit." Think LIVESTRONG by Celebrity Cyclist Lance Armstrong who turned his public battle with cancer into a hip consumer brand with the aid of branded partners Nike and Hewlett-Packard. This brand raises money for the Lance Armstrong foundation which inspires and empowers people affected by cancer. There's also ONE which is a new effort by Americans to rally Americans - ONE by ONE - to fight the emergency of global AIDS and extreme poverty. It was founded by 11 of America's most well-known and respected aid groups, including Save the Children US, World Concern, World Vision, and supported by many top celebrity heavy hitters including Brad Pitt, Tom Hanks, Bill Gates and many more. Another high profile example is RED which was created by U2 lead singer Bono to raise awareness and money for The Global Fund by teaming up with the world's most iconic brands to produce co-branded products. A percentage of each RED co-branded product sold is given to The Global Fund which helps women and children affected by HIV/AIDS in Africa.

There are thousands of noble projects to connect to your business. What cause do you already support or would like to support that you can incorporate into your marketing efforts? It doesn't have to be design related. Another cause I support and want to get more involved with in the near future is Dress for Success which is an organization that provides interview suits, confidence boosts, and career development to low-income women. I have a good friend and fellow Designer/Stager who has become very involved with the Raphael House in San Francisco which is dedicated to helping at-risk children and their families achieve stable housing and financial independence. She has been involved with redesigning the San Francisco Homeless Shelter and has received many accolades for her efforts. My husband has and perhaps many of you have also participated in Habitat for Humanity which is a housing organization that builds simple, decent, affordable housing in partnership with people in need.No matter what the cause, extending a helping hand always creates good will.

2 things to keep in mind to gain the most out of your greater good approach:

1. Identify a cause that fits your business. The goal should be to align your business vision and brand values with a synergistic nonprofit cause or organization in order to create win-win marketing. Your company will gain profile, and you'll likely create stronger customer loyalty because your customers will feel good about buying your product. This will also create a clearer differentiation between you and your competitors.

2. Choose a cause that means something to you. There's no point in supporting an issue you don't really care about - people are bound to catch on. Having a genuine passion or interest in the cause means you'll stay engaged.

Go out and make a difference. Supporting a non-profit provides awesome opportunities for fun, morale-boosting activities that give staff and customers the 'feel-good factor'.

© 2008 AKC Enterprises, Inc. All Rights Reserved.

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