The Surprising Effect Charity Work Has on Your Bottom Line

Community involvement has always shown a strong correlation with successful businesses. A study published in Strategic Management Journal found that philanthropy was associated with increased sales growth. A 2018 report by Nielsen Global said 55% of customers were willing to spend more at companies they shared social values with. And data from Forbes showed that nearly 70% of Millennials consider company values when making a purchase, much higher than average. In short, your values influence customer purchases.


So why does giving back help your bottom line? Several reasons. First, you’re building new connections. People who aren’t currently in the market for a new vehicle will see your dealership associated with something they care about. That sticks in their memory, and they’re more likely to think of you when it’s time for service or a new vehicle purchase. Second, it appeals to customers’ emotions. By seeing that you’re part of the community, they’ll associate your name with positivity and helping others. It’s also a great source of free publicity. And an overlooked aspect of community involvement is the positive impact it has on your employees. Community involvement is associated with lower turnover and a more .... In fact, a recent study found that 86% of Millennials would consider taking a pay cut to work for a company whose values matched their own—it’s that important.


Your Playbook on Giving Back

Here are eight great ways your dealership can help your community, outside of donating money:


  1. Host an event—Dealerships often have large, open spaces that are perfect for events, both indoors and out. Not only does that associate you with the cause you’re supporting, it gets people walking around your dealership, where your salespeople can strike up low-pressure conversations.
  2. Make a donation as part of a purchase—Every winter, Subaru donates to one of several charities for every vehicle they sell. Each customer gets to choose where the donation for their purchase goes! For your store, consider a monetary donation or a donation of a product. For example, you can donate a backpack full of school supplies to a local school with every brake service.
  3. Sponsor a youth sports team—Getting involved in youth sports is a great way to help out the community. JM Lexus in south Florida supports Goldie’s Gang, a sports nonprofit dedicated to helping children “improve their skills and learn more about themselves in a positive environment.” It’s great advertising and it keeps the cost of youth sports low, letting even more kids get involved. Hosting a little league team is another great avenue as well. Your store can even provide the team’s gear and get free advertising because your name will be on their uniforms.
  4. Volunteer your time—Get your employees together to volunteer their time and efforts. This helps with teambuilding as well as building up the community. Food pantries need help stocking and distributing food. Soup kitchens need help preparing and serving food. Parks, beaches, and highways need trash picked up.
  5. Use the skills you already have—Your employees have a wide range of talents that can benefit your community! Your Service Technicians and Advisors can hold basic car care seminars, like how to change a tire, jump a dead battery, or check oil levels. Many dealerships provide dinner during these seminars and have technicians available to answer any questions. Employees who are certified as Child Passenger Safety technicians can make sure car seats are installed properly. The list of possibilities is endless.
  6. Organize transport—Most dealerships have a fleet of loaner vehicles or used vehicles at their disposal. These vehicles can be used to transport people and goods for local charities. All the food in the world can’t help the hungry if it doesn’t get to those who need it.
  7. Barbeque—Have a big cookout at your dealership (or rent a portable smoker for the day) and provide food for the community. Whether people are at your store for sales, service, or just happen to be walking by, they’re always happier on a full stomach—and you’ll be giving back to your community.
  8. Encourage employees—An employee match program can help your employees with the charitable gifts they already make. You’ll be giving back to your community and strengthening the connection your employees feel with your organization. Ask employees for ideas about local charities, events, and causes they feel strongly about as potential places to help. If your employees are passionate about a cause, the community at large is, too.


And this is just a short list—your dealership can help the community in dozens of ways. One thing to keep in mind when giving back: you’ve got to go through the proper channels. Make sure your events and charitable donations have the necessary approvals from officials. Also, make sure your donations are properly documented and filed for tax purposes.


Get the Word Out

When you’re planning an event or starting a new initiative, it’s important to let the community know about what you’re doing. Promote your charity through email, mail, and social campaigns to your current and prospective customers to get groundswell. Your automotive marketing provider should be ready to create professional, engaging custom campaigns for you. That way, you’ll attract more attention, both for your dealership and for the charity.


Engaging monthly newsletters are another way to promote charitable contributions, both before the event and after. You can feature an article ahead of time to generate interest and boost attendance. Talk up the charity you’re supporting and the fun things that attendees can expect at your event, such as food, live music, or raffles. And then after, your newsletter could talk about the success of the event, like how much money was raised or how many pets were adopted. This acknowledges the efforts of everyone involved and shows the rest of the community your commitment. For the follow-up, be sure to include pictures from the event. A best practice here is to be factual about your good deeds—you don’t want to sound like you’re bragging.


Finally, promote your efforts on your website, social accounts, and in-store. You can do this by creating banner ads online and banners to hang in your dealership. Colorful t-shirts are attention-grabbers and help build camaraderie amongst your employees. You’ll attract more customers and more charitable partnerships, and you’ll extend your reach even farther.


Be Part of Something Bigger

When customers see you are committed to the community—and not just looking to turn a profit—they’ll gravitate toward your dealership. Giving back drives both first-time customer traffic and customer retention. Your staff will be more engaged and happier to work for a company that’s invested in their community. And you’ll be helping those in need. That’s a win-win-win situation.

Views: 7


You need to be a member of to add comments!


Latest Activity

Bill Wittenmyer posted a video

WittsWiseWords: Super Workers

Are you setting your employees up for success? In this #WittsWiseWords, automotive retail expert Bill Wittenmyer talks about why your super-start employee ma...
7 hours ago
Michael Trasatti posted a video

New Thought Processes in Hiring

Mike Trasatti shares why companies should rethink their hiring processes in this video blog.
7 hours ago
Samuel posted a blog post

Top Anti Phishing Softwares that are Affordable

As the security threat is increasing more, people look for a secure way to increase their data…See More
9 hours ago
Courtney Evans posted a blog post
Anthony Giagnacovo posted a blog post
Mike theCarGuy Correra posted a video

Why Buy In is Important When Adopting New Technology

Account Manager Mike Correra shares why staff buy-in is vital to success when adopting new technology.
Jim Flint posted a blog post
Damian Boudreaux posted blog posts
John Sternal posted a blog post

Auto Loan & Lease Origination Data Through April 2019

Here is the most recent auto loan and lease origination data and trends from Equifax.  Key…See More
Bill Wittenmyer posted a video

#WittsWiseWords: F&I - Be the Most Obvious Choice

As dealerships shift their staffing structure to streamline the car buying experience for today's connected car shopper, Bill Wittenmyer explains the benefit...
Mike Esposito posted a blog post

Technology Can’t Replace Process

Dealers often look for new technology solutions to help them solve a problem, and rightfully so.…See More
Erik Nachbahr, CISSP posted a blog post

How to Build a Human Firewall

Cyberattacks are on the rise. In the first six months of 2019, the number of data breaches has…See More
Eliana Raggio posted events
Sep 10
Eliana Raggio updated an event

FREE WEBINAR: How to Get 5-Stars and New Leads at

September 12, 2019 from 12pm to 1pm
Did you know that nearly half of all consumers are choosing businesses and brands based on online…See More
Sep 10
Jim Flint posted a blog post
Sep 10
Mike Esposito posted a blog post

Auto/Mate Integrates DMS with Text2Drive Text Messaging Platform

Albany, N.Y. – September 9, 2019 – Auto/Mate Dealership Systems announced today it has successfully…See More
Sep 9
Crystal Hartwell posted a blog post
Sep 9
Michael Trasatti posted a video

How Do You Deal With Stress?

CEO Mike Trasatti shares the importance of dealing with stress personally and within your dealership.
Sep 9
Ryan Holman posted a blog post

Dealing With Auto Dealership Business Is Easier With Billboard Advertising

Technology has changed the marketing world today, and billboards are an innovative form of it. We…See More
Sep 9
Simon Hopes posted a blog post

How to Turn Driving Into a Professional Job

Some people were born to be behind the wheel – and there are many ways to turn this unique passion…See More
Sep 9

Get Newsletter

© 2019   Created by DealerELITE.   Powered by

Badges  |  Report an Issue  |  Terms of Service