Issue link: https://www.ascpskindeepdigital.com/i/1299736
62 ascp skin deep november/december 2020 It's no secret that a business can thrive and create a positive world impact by supporting charities. According to a recent Mintel study, it will be "imperative for brands over the next three years to have a personality that is genuine . . . and initiatives that go beyond corporate social responsibility and truly give back to society." 1 In another study, 75 percent of consumers say they're likely to start shopping at a company that supports an issue they agree with. 2 Businesses that choose to align with a charitable cause often find it results in customer loyalty and long-term successes. Simply stated, clients want to visit philanthropic spas—those that support causes they consider important. But, if you're running your own spa, it may be overwhelming to incorporate a charitable initiative into your business. So, how do you get started? CHOOSING A CHARITY Choosing the right charity or cause to support starts with understanding your personal values. What are you most passionate about in your own life? If you're struggling to produce an idea, think about a recent experience that had a lasting impact on you, a family member, or a friend. Perhaps you are inspired to support breast cancer research because your grandmother is a survivor. Or maybe you're motivated to help the local animal shelter where you adopted your adorable new furry friend. Whatever the cause, philanthropy must be authentic and true to your values. If your chosen cause doesn't align with your core purpose, your clients will feel the inauthenticity, and it could undermine your good intentions. Once you identify your cause, consider local charities that need assistance, and reach out to determine the best way to support their efforts. Some charities may be in need of monetary donations, while others may be in need of in-kind donations or volunteers. It's important to ensure that your business efforts align with the charity's needs. As a helpful tip, review the charity's website and social media accounts to learn more about their messaging and their audience. Identify their tone, the type of content they share, and the way their audience interacts with the content.