To help small businesses shape their philanthropy, The Wall Street Journal consulted entrepreneurs and charity experts, asking for their advice.
Experts recommend that firms back causes and organizations related to their own businesses. For example, a pet-supply company could partner with an animal shelter. Another approach is to supplement cash contributions with voluntarism and personal involvement with recipient groups.
In addition, the experts recommend that businesses ask employees for ideas to gain their support and gratitude. Also important is engaging customers in their philanthropic efforts. If customers, as well as investors, are skeptical, the article provides tips on explaining their charitable choices.