"Each of you should give what you have decided in your heart to give, not reluctantly or under compulsion, for God loves a cheerful giver." (2 Corinthians 9:7) (NIV)
Although, this is the holiday season with Thanksgiving Day in November and the holidays fast approaching in December, giving thanks should be done all year long and not just thought about for one or two months out of the year. We can be thankful in our businesses all year round to those that support us in our companies and organizations, read or subscribe to our blogs or pages, our repeat customer, and even strangers in the community by even doing something small, simple, or at low cost. Giving back or showing appreciation does not have to cost hundreds or thousands of dollars. There are inexpensive ways of showing thanks and will highlight your company in your community. Part of your marketing budget should include promotions that show appreciation and giving.
I'm reminded of the beginning of the biblical verse Luke 6:38 "Give and it will be given to you" (NIV). As business owners or potential business owners, we think of profits, inventory, supply, demand, and the bottom line, but one of our top focuses should be the clients, customers, and the community we thrive in. We would not be in business if it was not for customer loyalty influencing repeat buying and a good reputation. Part of building a successful company is creating a brand and how our customers perceive us. If a company only cares about the bottom line and not the customers, then the company will get a bad reputation, which will leave to a down cycle in business. Small business customers and clients do business where they feel appreciated. Here are a few examples of ways you can express "thank you", "give back" and make your customers and community "feel appreciated":
Saying Thank You!
Easy ways to give back and express thanks to customers can be as simple as saying "Thank you" in a note, letter, or email, or you could write it on the top of the receipt when you hand them their purchase. Gary Chapman, the author of The Five Love Languages notes "words of affirmation" as a key love language. It’s also a key business language. People need to feel appreciated and that they matter. No one wants to feel unappreciated. Small companies need to stand out from large corporations by creating a uniquely special environment for the customers that will draw them back repeatedly. Saying that you appreciate their business goes a long way.
This also includes expressing to your employees that you're thankful for their hard work and effort and commending them for doing a great job. Although employees are paid for their services, a majority would like to be appreciated and sought after to work on higher-level projects because that conveys to them that they are appreciated. Employees are the most valuable resource that businesses have. Profits are more than money.
"We are prone to judge success by the index of our salaries or the size of our automobiles rather than by the quality of our service and the relationship to mankind." Martin Luther King, Jr
Use Social Media
Social media is a great tool for small business owners. Every company should have a Meta Facebook page, YouTube, or Twitter account. These are great resources to express your customers' appreciation by highlighting reviews, posting photos of happy customers, or saying thanks for their support. Customers enjoy being a part of a group and knowing what's going on with the business they patronize. Customers also like businesses asking for their feedback. Social media pictures and posts can show real customers enjoying their products which will express to others that they can get the same enjoyment.
Your company can utilize real customers with store loyalty and employees to be the faces of their social media advertisements. You can create and post short video clips of yourself as an owner expressing gratitude for your customer's loyalty.
Free Charity Participation
Businesses can show their appreciation by giving back to the community that supports them. If you don't want to create your own charitable event, look for existing charity events that your business can partner with for their cause. Most major companies are associated with a charity or social issue as a means of giving back to the community. You could seek out a non-profit organization or a school for events where you can donate either items or perform services. Schools seek out hair stylists that will donate their time to cut students' hair or donate things to place in a gift basket to raffle for a holiday fundraiser. This would be a great marketing and public relations for your company.
During the holiday season, organizations seek donations to fill Christmas gift tree requests for unfortunate families or ill children in hospitals. Involve the company in adopting a family to give gifts to for the holidays. Business shouldn't always be about profits. Martin Luther King, Jr questioned, "Life's most persistent and urgent question is, 'What are you doing for others?'" Ask yourself, what is your company doing for others?
One of my guests, Jose “Shorty” Torres, a professional MMA fighter, created the non-profit foundation Team Shorty, partnered with Healthy Hood Chicago to give away gift cards and turkey dinner giveaways in the past during the holiday season. Jose “Shorty” also pays it forward throughout the year by sponsoring kids and teens in martial arts with fees and equipment, along with giving seminars.
Teach a Workshop
Giving back could be teaching a workshop based on a topic your business focuses on by offering it for a free online class, in-person at your company, or at the library to benefit the community. Counselors or pastors could conduct workshops on family communication, parenting, and relationships. A clothing designer could host a workshop on creating stunning outfits for holiday parties or what to wear for an interview. Real estate agents can discuss topics on how to buy a house or what to look for in a home inspection. Showing appreciation is demonstrated by giving more service than required. You can also pre-record classes or short video clips with tips that can help others.
Zig Ziglar's famous quote is "You will get all you want in life if you help enough other people get what they want."
Other ways to show thanks
Customers like doing business with a company they feel have high moral values and good character. Organizations that express gratitude, thanks, and appreciation to their customers build brand and company loyalty. Saying, showing, and giving thanks in the little ways for a small company can come back 10-fold to secure the future success of the company with customer loyalty.
· Sponsor a community youth team
· Social media giveaway
· Free samples or gifts
· Birthday discounts
· Donate to a shelter or children's hospital
· Offer community college scholarship
· Lunch appreciation day for employees
· A special treat for employees
· Customer Reward program
· Employee Recognition Award
· Supporting causes important to employees
· Participate in Community parades
· Employee gifts
· An employee of the month award
· Participate in community park cleanup day
Thanksgiving Day only comes once a year, but the act of being thankful, kind, giving to others, or expressing even a small word of appreciation should be daily. God planned for us to be helpful and kind to one another, have a giving heart, and not always look for our own best interests.
"Do nothing out of selfish ambition or vain conceit. Rather, in humility value others above yourselves, not looking to your interests but each of you to the interests of the others." Philippians 2:3-4 (NIV)
Bio: Janice Newman is the producer and host of the cable television series Y? Why Not! that airs weekly across the country. She is a business entrepreneur and owner of a real estate appraisal and brokerage company, professional development specialist, writer, and teacher.
Follow and Subscribe to Y? Why Not! on Facebook and YouTube. Receive a FREE pdf copy of Janice’s book “Y? Why Not!” by subscribing to the Facebook page and sending a message.

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