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GIVING BACK IN
SIX EASY STEPS
1. Partner with a charity
2. Set a goal
3. Promote the cause
4. Execute the fundraising
5. Make the donation
6. Share the results
FOLLOW UP
Once you've completed the promotion or
fundraiser, develop a follow-up campaign
to let clients know exactly how the donation
was used by the charity. This message could
read "Thanks to your contributions, we're
excited to announce that our spa raised funds
to supply our local animal shelter with XX
pounds of food to feed XX animals—and keep
them happy and healthy to find their forever
home!" Also, if you or any of your estheticians
are able to visit the charity, take lots of
photos to document your efforts. Allowing
clients to see the direct impact of their efforts
will continue to build trust and loyalty.
LOOKING TO THE FUTURE
No matter the size of your charitable efforts,
make sure your contribution is consistent
rather than a one-off. Market research
firm World's Global Style Network advises
businesses to "invest in a long-term cause
commitment and avoid one-off charity
donations."
3
Even if your schedule limits you
to one annual charity event, make plans to
host that same event, or a very similar event,
year after year. Consistency is essential for
building trust and goodwill in a community.
Plus, consistency keeps you motivated!
There is now a greater expectation of
businesses, especially those in the wellness
space, to display social responsibility and
contribute something back to the world. By
giving back whenever possible, estheticians
can build client loyalty. And, even more
importantly, they can make a positive, lasting
impact on the world.
Notes
1. Mintel.com, "73% of Americans Consider Companies'
Charitable Work When Making a Purchase," accessed
October 2020, www.mintel.com/press-centre/social-
and-lifestyle/givingtuesday-73-of-americans-consider-
companies-charitable-work-when-making-a-purchase.
2. Toby A. Cox, Clutch.co, "How Corporate Social Responsibility
Influences Buying Decisions," accessed October 2020,
www.clutch.co/pr-firms/resources/how-corporate-
social-responsibility-influences-buying-decisions.
3. Andrea Bell, WGSN Future Consumer 2021, accessed October
2020, https://lp.wgsn.com/rs/948-BWZ-312/images/
wgsn_sample_white_paper_fc2021.pdf.
