A Guide for Small Businesses and Non-Profits: How to Get the Most from a Donation Scenario

Angela Petro, owner of Two Caterers

Small businesses are consistently asked to donate to non-profit organizations and causes. Everything from school athletic teams to large VIP gala organizers are looking for their piece of the donation pie. In Franklin County, there are over 8000 non-profit organizations registered with the Secretary of State. Imagine if only 1% of these organizations asked for a small donation of $50. That is $4000. It can add up quickly. Everyone can agree that asking for donations is difficult – small businesses can be overburdened and non-profits can be hesitant to approach potential donors.  But if you follow these suggestions it can be a winning arrangement for both organizations.

Challenges for the Small Business Owner/Donor:

Be Choosy. Small businesses need to be choosy when considering donations. It's a good idea to whittle down a list of non-profits that mean the most to you and your company. For example, Two Caterers donates frequently to A.D.O.P.T. Pet Rescue partly because the Director of Operations and Sales founded the organization several years ago (and partly because we're all suckers for pets.) Creating a list of organizations that mean a lot to you will help when others come knocking. You will know where your priorities lie.

Do It Right. When you do choose to donate, make sure you are all in. Make the donation a priority just as if the non-profit is paying top-dollar for the product or service. This can be a moment to shine and to show that you care about the charity and that you are proud of your company. Remember, you are putting your name out there; the last thing you want is for people to walk away saying that your effort or product was sub-par.

The non-profit is counting on you to come through as well. By agreeing to donate, you are promising to do your best work. This will not only make you look good but will help the charity shine. A half-hearted product or effort will not only endanger your company’s reputation, but you most likely make the person who asked for the donation look bad; in a worst case scenario, this can leave a non-profit in a real bind if they don’t have enough units, meals, pieces of whatever you promised.

Get Answers. Do not be afraid to push for answers. You need to know who, what, when, where, why and how in order to present your company and product in the best way possible. If the non-profit cannot answer these questions efficiently, maybe this is not a commitment you want to make this time around.

Saying No. Don't be afraid to say no if you are overwhelmed, if you are not interested in the charity or if you think you cannot give it your all. Be honest with the non-profit. If you are truly interested in working with them at another time, explain why this time won't work and ask them to think of you if another occasion should arise.

Challenges for the Non-Profit:

Be Prepared. Know what your potential donor has to offer and be prepared when you ask for a donation. If you are unsure of how many items you need, aim for the most likely scenario. Know how you want the product or service delivered and in what form. Make it easy for the potential donor to say yes.

 

Be Specific. There is a tendency for non-profits to ask for “anything you can do to help out” because they are afraid of alienating the potential donor. Do not force the small business owner to spend time working on and thinking about the donation. You will be doing a favor to the small business by being as specific as possible. We find giving a donation much easier if we are told what you want, how much of it you want, and how you want it.

Be Grateful. As a donor, we are told repeatedly that donating will get us lots of exposure that will be good for our company. Non-profits should understand that we hear this a lot; truthfully, the exposure is usually minimal. (If we choose to make a donation, it is most likely because we already support the cause, have a relationship with the person asking or the organization or are in a special position to contribute to a new cause.) Insure your donor's experience is positive by taking it upon yourself to promote and support the donor's business. Make connections for your donors, give them shout-outs via social media, recommend them to friends, coworkers and colleagues. If you liked them enough to ask for a donation, then show your appreciation for their donation by patronizing the business and encouraging others to do the same. This effort is what will make the donor want to support your cause in the future.

Following these guidelines will get the best result for both the small business and the non-profit organization. 

Angela Petro is the owner of Two Caterers and has sat on both sides of the fence. She has worked on behalf of many non-profit organizations, most recently with the Alzheimer’s Association of Central Ohio’s Gala committee and on the Steering Committee for Local Matters Local Foods Week. She has also donated to countless organizations, including The Women’s Fund of Central Ohio, Local Matters and A.D.O.P.T. Pet Rescue.