Why Supporting a Cause is Good for Business
Have you noticed how many big companies support charities or even run their own foundations? In the Philippines, for example, ABS-CBN has the ABS-CBN Foundation, while GMA7 operates the Kapuso Foundation — both dedicated to helping the poor, responding to disasters, and supporting education and healthcare.
Internationally, companies like Starbucks run programs such as SparkHope, a partnership with UNICEF that provides early childhood care for local communities. Tech giants like Google and Microsoft regularly fund educational and environmental initiatives, while clothing brands like Patagonia and TOMS have built their entire identity around sustainability and social impact.
So, why do they do this? Simple: because doing good is also good for business.
The Business Case for Supporting a Cause
Some people assume companies only engage in charity for “PR purposes.” But if you look deeper, there’s a strong business rationale behind it. Research shows that 57% of consumers are more loyal to socially responsible companies, and 52% are more likely to recommend their products or services to friends and family when they know the brand stands for something meaningful.
Supporting a cause creates a win-win situation: communities benefit from resources and support, while businesses gain stronger reputations, loyal customers, and motivated employees.
In today’s world, where competition is tough and customers are bombarded with choices, having a social mission helps your business stand out. People want to know that the money they spend contributes to something bigger than just profits.
Beyond Publicity: The Real Benefits of Cause Marketing
Supporting a cause goes far beyond donations and photo opportunities. Here are the key benefits businesses enjoy:
1. Stronger Brand Identity
When your business champions a cause, people associate your brand with values like generosity, responsibility, and integrity. This builds emotional connections that make customers more likely to choose you over competitors. For instance, Jollibee’s Jollibee Foundation is admired for its school feeding programs. As a result, Jollibee isn’t just seen as a fast-food brand — it’s viewed as a company that genuinely cares about Filipino children.
2. Employee Engagement and Retention
Employees feel proud when their workplace contributes to something meaningful. Studies have shown that workers are more engaged and motivated when their employers support causes they care about. Imagine being part of a company that sponsors environmental cleanups, scholarships, or livelihood programs — wouldn’t you feel more connected to your job?
3. Positive Community Relationships
Businesses don’t exist in a vacuum. They thrive in communities that support them. By giving back, you build goodwill, trust, and stronger relationships with local stakeholders. This can even open doors to partnerships with local government units (LGUs), NGOs, and other businesses.
4. Long-Term Sustainability
Cause-driven businesses often enjoy long-term stability. When your community sees you as a valuable partner, they’re more likely to support you consistently, even during tough times. This was evident during the pandemic — companies that had a track record of helping others often received stronger community support.
Cause Marketing Isn’t Just for Big Corporations
Here’s the best part: supporting a cause isn’t limited to multinationals or billion-peso companies. Even small and home-based businesses can benefit. In fact, smaller businesses often create greater impact because they are closer to the community and more relatable to customers.
Practical Ways for Small Businesses to Support a Cause
Here are simple but powerful ways you can integrate social responsibility into your business, no matter the size:
1. Set a Budget
You don’t need millions to make a difference. Dedicate a small percentage of your income or dividends to charity. Even better, you can redirect a portion of your marketing budget to support a project. For example, instead of spending ₱5,000 on flyers, why not organize a small feeding program and let the community see your brand in action?
2. Choose a Cause That Fits Your Business
Align your advocacy with your business model to make it more authentic. For example:
- If you own an internet café, offer free computer literacy workshops for senior citizens or students.
- If you run a pharmacy, organize a free medical check-up day in partnership with local doctors.
- If you operate a bakery, donate bread to a local shelter once a week.
When your cause matches your business, your impact feels more natural and genuine.
3. Collaborate with Others
You don’t have to do it alone. Partner with LGUs, NGOs, schools, or even bigger corporations. For instance, if you run a small clothing store, you can collaborate with a local tailoring group to donate uniforms to public school students. Collaboration helps you scale your efforts and reach more people.
4. Be Consistent
One-off events are nice, but consistency builds trust. Instead of a single charity event during Christmas, think of something you can sustain monthly or quarterly. A small but regular program creates a long-lasting positive impression in your community.
5. Involve Your Customers
Cause marketing becomes more powerful when customers are part of it. You can:
- Donate ₱5 for every purchase to a specific cause.
- Organize “buy one, give one” promotions.
- Run fundraising campaigns where customers can contribute small amounts at checkout.
When customers feel they are also contributing, they become co-champions of your advocacy.
Real-Life Examples of Small-Scale Cause Marketing
- A small sari-sari store in Quezon City set up a donation jar to help neighbors affected by typhoons. Over time, the store became a symbol of bayanihan in the community.
- A barbershop in Cavite offers free haircuts every first Sunday of the month to street children. This not only helps kids but also built the barbershop’s reputation, attracting more loyal clients.
- A home-based baker in Cebu donates 10% of profits to buy school supplies for underprivileged students. Her story went viral on social media, boosting both her sales and her cause.
These examples prove that you don’t need a corporate foundation to create impact — just consistency and sincerity.
Doing Well by Doing Good
At the end of the day, business is about relationships — with customers, employees, and the community. Supporting a cause humanizes your business and shows that you’re not just after profit but also progress.
Cause marketing gives your brand more than just visibility — it gives it heart. When people see that your business stands for something bigger than money, they trust you, support you, and recommend you to others.
The reward?
- Customer loyalty. People prefer to buy from brands that reflect their values.
- Community trust. Your business becomes a partner in growth, not just another seller.
- Personal fulfillment. Beyond profits, you’ll know that your work leaves a positive mark on the world.
So whether you’re running a sari-sari store, a café, or a growing startup, remember this: doing good is not a distraction from business — it’s a strategy for success.
✅ Final Thought: Don’t wait until your business is “big enough” to start giving back. Start small, start today, and grow your impact as your business grows. Because in the end, the businesses that last the longest are not just those that make money, but those that make a difference.
