Why Community Engagement is Good for Franchisees

🕒 Estimated Reading Time: ~3 minutes

A few days ago, I attended a scout meeting where the troop sold tech shirts for high adventure activities. The clothing was emblazoned with the troop logo and was very good quality. I was impressed with the value and asked who was making the shirts.

I was unexpectedly pleased to learn that our local Big Frog Custom T-Shirts and More was the vendor. My reaction surprised me for a couple of reasons. First, for all my blog blubbering, I had not thought about this store being a franchise because it’s the only one I’ve ever seen.

My second reaction was pleasure that the troop had supported a local shop. It struck a chord because the owners are locally involved and deserve our business. Naturally, it became the topic for today—why community engagement is good for franchisees.

<div class="_form_1"></div><script src="https://franchisedirect52345.activehosted.com/f/embed.php?id=1" type="text/javascript" charset="utf-8"></script>

Why Bother to Get Involved?

Community involvement creates connections with the local community and positively impacts the franchise’s local area. Franchisees can give money, sponsor athletic teams, or support food drives for those in need. There are many ways to engage, of course, but what difference does it make for a franchisee’s success?

From a business perspective, community involvement promotes your product or service simply by being present and engaged. It may mean some donated hours or funds, but it can be low-cost, too. It’s the intention that matters, and it’s beneficial for your franchise for a few key reasons:

1. It increases local brand awareness. Sure, your brand is already known, but not everybody will know your presence in the local area. If your franchise is new, customers need to recognize you in your region. When you support your community, people learn about you and your business. They are more likely to use or recommend you because they know you and have seen you operate with good intentions for the local good.
2. People trust you more. When you offer time and other resources to the community, your actions build trust among prospective customers. Your willingness to give back reflects positive values, too, so it’s easy for a buyer to choose your franchise.
3. You build a good reputation. You become a better person when you are involved in your community and, on the flip side, others want to be a part of that goodwill. Involved franchises find it easier to hire and attract employees (and customers) because you’ve helped build a good environment. People know you are reliable and caring.

How Do I Get Involved?

Choosing how to engage with your community can be overwhelming. For starters, consider the causes that have personal meaning. If you have an organization in mind, that group will appreciate your willingness to contribute. But you can be more business-focused and strategic about your choices, too.

For example, if you are the local shop for custom T-shirts, it makes sense to support a local sports team (and make the shirts with your logo on them). Or, if your franchise is a bike shop, sponsoring the local biking fundraiser is a natural partnership that will expose you to hundreds of people who buy your products regularly.

Every type of franchise has a symbiotic organization that makes good business sense while supporting community efforts. It doesn’t take a lot of money to foster good community relations through your franchise. Simply cultivate your desire to do good where it also helps others in your local community. You’ll develop a reputation of community engagement that also benefits your franchise (and it will make this scout leader happy).

Anne Daniells is a co-owner of Enterprising Solutions, a professional services firm specializing in corporate communication and financial improvement for businesses where she shares decades of corporate and entrepreneurial experience—including franchise ownership—in her writings on business culture. She has authored hundreds of articles for publications including AllBusiness.com, TweakYourBiz.com, and MSN.com. Reach out via her website for more on where corporate culture, communication, and human architecture collide.