Why You Should Give Back to Your Community
Being a part of the busy and ever-advancing collision repair industry can be overwhelming. The focus for most repair center owners remains on employee engagement, reaching new customers, staying competitive in the market and driving profitability. Many owners do not realize that getting involved in charitable initiatives can positively contribute to these business goals.
Employee Engagement
Building camaraderie between employees and management is what creates a positive corporate culture. With management driving charitable initiatives, employees can see their bosses in a different light. Working together for a worthy cause puts everyone on an even playing field and opens up discussions to unique ideas.
It is also important to provide an opportunity for new leaders to emerge by letting an employee lead fundraising or organize a charitable event. The whole team is likely to buy in when one of their own colleagues is leading the charge, while also giving a break to the daily grind of repair center operations.
Reaching New Customers
Word-of-mouth marketing is a powerful tool for small businesses. Hosting charitable events is a way to reach a wide variety of people in your community. It also helps leave a lasting positive impression. With so many people relying on the trust of others for recommendations, having a positive image in the public eye can only benefit your business.
Additionally, hosting an event at your location is an opportunity to bring people into your store. For example, CARSTAR hosts Soaps It Up car washes across North America to fundraise for cystic fibrosis research, care and advocacy. An event like this brings the community together. It also provides the opportunity for owners to introduce themselves to members of their community.
Competitive Edge
With the rate of consolidation increasing, owners need to find unique ways to stand out against their competitors. Actively leading local charitable initiatives is what sets you apart from your competitors.
People are more likely to do business with people they know. It is easier to stand out against a repairer who just drives in, does their work and leaves. If customers see your logo on the local softball team, they will know you care about the community. They will also likely choose your business over your competitor.
Profitability
There is the benefit of tax deductions with your charitable contributions. Choosing the right charity is key because not all charities qualify for tax credits. Additionally, with employees engaged and your business now reaching new customers, you have created an edge over your competitors and you will likely see a positive impact on your bottom line.
The more involved you get involved, the better the business performs.
CARSTAR assigns a charitable fundraising goal each year, much like you would with operational KPI’s. It also encourages its network of over 700 locally owned and operated repair center owners to get involved with their community. CARSTAR also provides resources, contacts, guidelines and dedicated support to help make fundraising efforts a success. Across North America, CARSTAR locations have helped raised over $4 million raised to help cystic fibrosis research, care and advocacy.
Engaging with your community to support a collective cause makes your community a better place to work and live. If you are looking to join a premier network that values community engagement, reach out to Lori Kroeger at Lori.Kroeger@drivenbrands.com or 1-844-906-9764.
