38 WWW.LAWYER-MONTHLY.COM | MAR 2022 PUTTING PHILANTHROPY AT THE CENTRE OF CLIENT ENGAGEMENT - Which resources will you be assigning to the cause? - What is your approach to amplifying the messaging? - What are the primary goals? What about secondary goals? - How will you define success and ROI? From there, develop a timeline and methodology for benchmarking. This will empower you to determine the depth of your impact and the possibility for future collaborations. Bridge the gap Oftentimes, one of the biggest needs of community organisations is participation. That said, however, most nonprofits do not have the marketing dollars to promote their respective cause or access to networks that would likely prove supportive. Again, even if you can only support the comms side to things, that could go a long way. Social media campaigns, email blasts, website promotions, ads – these digital platforms are extremely effective in elevating visibility and driving traffic. How can you optimise yours? When you do go to market, make sure to include a comprehensive call to action so that the journey is as seamless as possible for interested parties. Engaging the audiences that you already interact with regularly is an easy step to take, particularly given the appetite of customers and employees who are partial to brands dedicated to giving back. In fact, according to Small Biz Trends, 71% of consumers prefer supporting businesses that align to their values. Additionally, according to HR Dive, 81% of millennials want to support brands with corporate citizenship at the forefront. Communicate the opportunity to take part in extracurricular activities, reward participation, and empower them to become advocates themselves. More often than not, the volunteers you are searching for already exist in your proverbial rolodex; they are just looking to be kept apprised of avenues they can lean into and support. While the depth of your engagement will depend on the size of your organisation, the volume of your workload and the resources that you have at your disposal, a philanthropic mindset is undeniably good for business. As your strategy matures, you will likely be positioned to track the return on your investment by way of client engagement, brand loyalty and business development. It will not always be a direct correlation, but as the pandemic continues to threaten businesses, particularly within the nonprofit sector, the organisations that extend a helping hand will likely be the ones that are top-of-mind when prospective clients are deciding who they want to represent them and who they want to work alongside. Ryan McKeen and Andrew Garza are first-generation lawyers and co-founders of Connecticut Trial Firm LLC, a personal injury firm headquartered in Glastonbury. The firm covers a wide range of personal injury practice areas, including wrongful death, medical malpractice, motor accidents, product liability and workers’ compensation. According to HR Dive, 81% of millennials want to support brands with corporate citizenship at the forefront.
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