By Judith Lee

The longer I am in business, the more apparent it is to me that giving is an effective marketing strategy. My experience is that the more you give, the more you get back in terms of visibility, good will, customer loyalty and referrals.

My best example is SCORE, the all-volunteer organization that helps small businesses. I am a SCORE volunteer, giving SCORE seminars at no charge at venues around Chester County – Chambers of Commerce, other business groups, and public libraries. I donate anywhere from four hours to 16 hours a month, and it is time very well spent.

When I mention my involvement with SCORE, I often get the question, “What does it do for your business?” After two years with SCORE, I can say:

• Enhances my visibility throughout Chester and Delaware counties
• Introduces me to small business owners who value my expertise
• Greatly expands the pool of referral sources
• Challenges me to stay up-to-date and relevant
• Associates me with an outstanding group of professionals (2015 SCORE Chapter of the Year!) who give generously to the small business community

I have a feeling that those who ask me about SCORE’s value are asking about direct revenue to my business. I can’t point to a lot of direct revenue, but I can point to indirect revenue (business that came as a result of referrals), and direct marketing benefit.

My experience with SCORE has reinforced my belief that the more you give, the more you get. You don’t always know where it will come from, but you are always rewarded for being a “good guy.”

That applies to other deserving non-profit groups and causes as well. Whomever your target audience might be, they will think more highly of you, and be more likely to do business with you and/or refer business to you if you give of your time and expertise.

So don’t focus strictly on the immediate bottom line. Take the long view and give generously; you and your business will be rewarded.

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Judith Lee is a marketing and communications professional who focuses on social media and email marketing based in Atglen. She is a SCORE Volunteer and the Chair-Elect of the Southern Chester County Chamber of Commerce. She can be reached at 610-368-2058 or via email at judithlee@epix.net.