Do Good & Document It
Turning Positive Impact into Powerful Marketing
In today’s world, supporting brands that align with your values—versus simply buying a product or service—is more important than ever.
Businesses that actively support their communities, champion ethical practices, or give back in other ways have the power to build stronger, lasting connections. But what if no one sees it? Your impact likely stops there.
Authentically sharing your efforts in a way that feels genuine and not self-promotional is key to leading by example, inspiring change, and showing your audience what it is that you value as a company.
Why Does Sharing Your Efforts Matter?
Authenticity builds trust, and trust creates loyalty. Whether you’re supporting a local nonprofit, implementing sustainable business practices, or volunteering as a team, sharing these moments can help:
Humanize your brand in a digital world, by showcasing the real people behind your business making things happen.
Differentiate you from your competitors who might not be as actively engaged in the community as you.
Inspire others to do the same, whether its clients, employees, or other people in your industry or community.
How Can You Authentically Share These Efforts?
Tell stories, not stats: While numbers can be impressive, stories create emotional connections. Instead of highlighting the amount you donated to a local food bank, highlight the impact. Feature an interview with one of their organizational leaders, share a photo and moment from your team volunteering, capture testimonials from those directly impacted.
Keep it about the cause: Keep the focus on the efforts and the cause, not on your company. It’s easy to get caught up in talking about the good you’re doing, because it probably makes you feel good! But remember to keep it about the people and the organizations that you’re supporting. Let them tell the story for you!
Involve your community: People love seeing community support in action, but build an even stronger connection by including your team and clients. Encourage employees to participate in doing good and sharing their experiences. Invite clients to participate in community events or projects with you and highlight their involvement!
Share across all your channels: Not everyone consumes content the same way, so make sure to mix it up and get the word out there! Capture real-time moments and share on social media, provide deeper insights into your initiatives via blog posts, keep past, current, and potential clients updated on how your business is making a difference view emails.
“Doing good IS a marketing strategy, but it should never feel like a marketing ploy. ”
Doing good IS a marketing strategy (after all, studies do show that consumers are more likely to support brands that demonstrate social responsibility), but it should never feel like a marketing ploy. When done with authenticity, sharing your impact in the community can strengthen trust, build lasting relationships, and inspire positive change. Your brand’s actions matter—so do good and document it.
Actionable Tip: Pre-Plan Your Strategy & Create a Content Plan
Do some pre-planning in order to ensure consistency without feeling forced and highlight your community impact without feeling self-promotional.
Develop a plan:
Identify organizations that align with your values and audience
Choose the key initiatives you’d like your business to support
Decide on the best formats to document and share the impact
Plan a posting schedule ahead of time that balances promotional content with community engagement efforts.
