Giving Tuesday: How Giving Back Can Be Part of Your Marketing Strategy
“The best way to find yourself is to lose yourself in the service of others.” -Mahatma Ghandi
Giving Tuesday isn’t just a day of giving and a dollar amount on a profit & loss report. It’s a chance to exercise your values, walk the talk, and make sure your business is doing some good in this world.
As a marketing agency, we also believe it’s an opportunity to build a stronger connection with your customers and a great way to distinguish yourself from your competitors.
How We Practice Giving Back
At Centric Squared, we do our best to give back at every opportunity. As we shared in a previous blog post, our CEO and Founder Sara Kappler was brought up in a humanitarian world, with her mother dedicating her life to helping refugees and displaced people. Acts of service and making charitable contributions is in her DNA, so it’s only natural that it’s part of our mission at Centric Squared, too.
We care about people and our local and global communities. We also care about our team members and clients, and our track record of giving back over the years is a mosaic of causes. If it’s important, then we put our money where our hearts are.
We’ve found ways to support organizations worldwide in the wake of humanitarian crises:
- Hurricane Helene Relief – When Hurricane Helene hit the Southeast in 2024, we contributed to the American Red Cross to help with recovery.
- Typhoon Relief – When Tropical Storm Kristine ravaged the Philippines where our teammate Weng lives, we donated to the Philippine Red Cross.
- Refuge Point – In the midst of world conflict, this group has pledged to reunite one million families by the year 2030.
Having a global team makes us increasingly aware of issues and conflicts faced by the global community. Unfortunately, many of these issues hit home for us because our team member(s) were directly impacted by the crisis. It’s an integral part of our organizational culture to care for one another and find opportunities to make a difference. We also believe our relationships with our team and clients are stronger because of it.
Crafting a Giving Back Strategy
At Centric Squared, as marketers one of our favorite things to do is help our clients craft their own giving back campaigns and strategies – not just for Giving Tuesday, but all year long. Some of the work we’ve done over the years has involved causes and organizations including those referenced above as well as:
We believe there’s a place in small business marketing for giving back, even if you don’t have a corporate sustainable program yet.
How a Giving Back Strategy Can Benefit Your Small Business
Purpose-driven business models know all too well that giving back is more than just a marketing strategy—it’s a way to strengthen the very foundation of your brand. As you give, it’s the gift that also keeps giving back.
Increases Your Customers’ Loyalty
Today’s customers are intentional about where they spend their money. In fact, about 64% of customers say they have strong relationships with brands who they share strong values with.
From social issues to climate change, customers are more willing to engage with brands that care about more than their bottom line. For this very reason, engaging with relevant causes positions your brand as one they can trust. And as you sustainably cultivate trust, it becomes the heart of long-lasting relationships and customer loyalty.
Plus, when customers know they’re supporting a brand that stands for something, they become more than just patrons–they turn advocates, championing both the cause and your business. That to us, creates loyalty that goes far beyond any traditional customer retention methods.
Sets Your Business Apart from Competitors
A giving-back strategy offers a unique way to stand out in a crowded market. As a small business ourselves, we’ve seen firsthand how impactful giving back can be. It’s something our clients respect and value, and that could be your story too.
Whether you’re donating, volunteering, or simply promoting a local charity, giving back creates a lasting impression on both customers and the wider community. Consider companies like Patagonia, which is renowned for its commitment to environmental causes. By taking such a firm stance on key issues, they’ve built a reputation as respected as their products.
Generating goodwill might not immediately add zeros to your bottom line, but the ripple effect is undeniable. To us, and many others, standing above your competitors in such a meaningful way is simply priceless.
Builds a Happier, More Engaged Team
Like customers, your team members also want to be part of a business that reflects their values. By creating opportunities for your team to give back—whether through encouraging them to volunteer or supporting causes close to their hearts—you offer them a chance to contribute to the greater good. This sense of purpose improves job satisfaction and can foster a stronger, more positive team culture.
A simple “volunteer day” every quarter or giving team members time off to support causes they care about can profoundly impact team morale. Watch as they return rejuvenated and proud of their workplace, exuding a renewed energy to their roles.
This also appeals to potential team members. According to a recent World Economic Forum study, nearly 9 in 10 Gen Zers and Millennials say they’d leave a job to work somewhere that better matches their values. It’s clear that there is a growing focus on not only what they do, but why they do it. Supporting meaningful philanthropic efforts sends a strong signal to top talent eager to make a difference.
Builds Networks and Strengthen Community Ties
Ultimately giving back is a collaborative effort. It brings together people in a wholesome way, creating bonds that few other activities can match. As you support local initiatives, for example, you cement yourself into the very fabric of the community. You build trust and relationships that not only benefit your brand but also the community’s growth. A stronger local economy means more potential customers and an authentic local presence fosters loyalty and support.
Beyond this, giving back expands your professional network, connecting you with potential partners and collaborators. Once you develop deep community ties, your small business will find itself surrounded by allies, making the business landscape a little warmer and a whole lot more supportive.
Increases Your Sense of Purpose
There’s no denying that giving back feels good. It’s part of our duty as humans to leave the world a better place for future generations. When you support a cause, you create a ripple effect that spreads positive energy far beyond your business.
This ripple effect fosters a sense of unity and purpose, making your giving-back strategy one that builds not just a better business, but a better world.
Where to Start with a Giving Back Strategy
As a small business, creating a giving-back strategy can feel daunting. But anything meaningful and long-lasting begins with a thoughtful plan. We encourage you to start by considering these three questions:
- What’s important to me?
- What’s important to my customers and team members?
- What aligns with my business’ values and goals?
Find Personal Connections
Rather than jumping on trends, choose causes that have personal significance. What stirs something in you? Did you grow up in a community with limited access to healthy food and now feel passionate about food security? Or maybe you feel connected to poverty reduction, infrastructural development, youth mentorship, or climate change? These personal connections add authenticity to your strategy and paint your support as a natural part of your journey as a founder.
If this proves difficult, look to your local community. Is there a grassroots nonprofit there that you can get behind? Is there a soup kitchen you can support? As a small business, it allows you to tune into and meet the needs of the community around you while strengthening the ties there.
Engage Customers and Team Members
Find inspiration from your core supporters: your customers and team members. Gather insights through surveys or informal chats with your clients or team members to discover what they truly care about.
For example, millennial team members are much more likely to care about issues that revolve around equity and mental health. When people feel connected to the cause, they’re more likely to support and engage with it.
Align With Your Business’ Values and Goals
Sometimes, the right cause acts as a natural extension of a business’ purpose. Start by reflecting on your mission, values, and business objectives. Maybe you’re a children’s clothing brand, thinking about aligning with initiatives that show your commitment to supporting young people and families. Causes like Big Brothers Big Sisters are a great place to start.
Or if you want to take a more local approach, consider donating clothes to children in need in your community. Maybe you’re a brand whose vision is to integrate sustainability into everything you do. Causes that focus on reforestation, recycling programs, or ocean cleanup efforts will be just perfect.
Our suggestion? Start with a cause at the intersection of what your customers and team members value, and what resonates with you and your company’s mission and business goals.
How to Start Your Giving Journey
Big things start small. Here are a few ways you can start your giving journey:
1. Start small – Large donation checks may be out of reach (right now), but even modest contributions add up. Apart from monetary donations, consider subscribing to newsletters or updates from the causes you support. This also helps you stay abreast of events, volunteer opportunities, and urgent needs. Share these updates on your social media or in your email newsletters.
2. Involve customers – Giving back is more impactful when it’s a shared experience. Invite your customers to join by rounding up their purchases to the nearest dollar for charity, donating a portion of specific product sales to a cause, or letting them vote on the charity they’d like to support. A matching donation campaign is another great option, where you match your customers’ donations up to a set amount
3. Celebrate through donations – Consider replacing typical customer appreciation gifts or team member presents with a meaningful donation. Show your greatest supporters that their relationship with you is more than just transactional.
In lieu of client appreciation, we’ve supported many causes and organizations over the years:
- Denver Children’s Hospital – Provides children with toys, clothing, and other items to make their hospital stays more comfortable. This one’s for our client Mike, from Air O Sport.
- LPGA Girls’ Golf– Encourages young girls to get into golf. Thanks for the inspiration Tami Fujii and Dianne Celuch of KINONA.
- Cystic Fibrosis Foundation – Advances promising science to deliver treatments that target the underlying cause of cystic fibrosis. Our client’s participation, Hannah Smolinski of Clara CFO, inspired us to support this worthy cause.
These missions are important to our clients so they’re important to us, too.
4. Volunteer your time – When resources are limited, time can be the most valuable gift. Many nonprofits are small teams that rely on volunteers. You can support these organizations by volunteering as a team—even if it’s just quarterly or twice a year. It’s a great team-building opportunity that provides your employees with the rewarding experience of giving back together.
Whatever avenue you use, focus on alignment and sustainability so that as your business grows, your philanthropy can grow too.
How to Make the Most of Giving Tuesday
There’s no time like the present to make a difference. This year’s Giving Tuesday is the perfect opportunity to lean into charity. Here’s how to make the most of it:
1. Involve clients – Instead of holiday gifts, why not donate in their honor? Then for a personal touch send a heartfelt note to highlight what that donation means in the long run for those that will benefit from it.
2. Highlight your favorite causes – Sharing is caring. That goes for information too. In a world rife with bad news, customers (current and potential) are seeking out relatability, down-to-earthness, and humanity. Whether it’s a social post, newsletter highlight, or a blog feature, bring your audience into the story of why the cause is important to you.
If the cause is meaningful to the founder, team members, or clients, share those stories. It’s also an excellent opportunity to use your network and platforms to amplify their impact. Educate your audience on how they can get in touch and make a difference too.
3. Show your impact – Don’t just announce your donation; show its impact. How many beneficiaries were served? What was the outcome? How were lives changed? Share real stories or data from partner organizations so people can visualize the tangible good.
4. Integrate giving into your branding – While Giving Tuesday is just one day, use it as the starting point for a year-round commitment to giving back. Consider how we do it here at Centric Squared, with a dedicated “Giving Back” webpage, which you can regularly update with the impact you’re creating.
Lastly, Giving Tuesday was built on generosity and that takes many forms. Whether you choose to volunteer time, share talents, or make a monetary donation, you can still make an impact as a small business.
Book a consultation with our team today, and let’s see how giving back can be a cornerstone of your marketing strategy.