Wave upon wave of reports of corporate misdeeds, each more scandalous than the last, has prompted the business community to begin promoting its good deeds. It has become common, in fact, for publicly traded companies to issue annual social responsibility reports in addition to their financial reports.

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Even growing businesses that are short on cash and human resources can leave a positive footprint in their local communities through cause-related marketing efforts. Partnering with local charities, for example, makes for good public relations and builds goodwill among potential customers and clients. Here are some things to think about when considering cause marketing:

• Pick a cause that you are truly passionate about. For one thing, you’re more likely to stick with your commitment. For another, insincerity can be spotted from a long distance. If you’re truly interested, your employees and others in the community will see that and share your enthusiasm.

• Create a program that has real benefit. Don’t do work just for the PR value; it must make a difference. For example, a graphic design firm might help an organization improve its image through better signage or more professional looking promotional materials.

• Pick a cause that resonates with your customers and prospects. A bookstore owner might sponsor events at a local library. An accountant might support a local community college that offers continuing education classes in finance for beginners.

• Don’t leave your employees out. Everyone wants to contribute, but not everyone has the means or the chance. Create opportunities for your employees to participate in the partnership by allowing them to volunteer time during work hours.

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