Community Participation - Untapped Source for Business Referrals

As business owners, even in the online space, we are always looking for quality leads.  After all, business is about customers, and customers come from leads.  There are lots of ways to generate leads - organic marketing by posting on social media, hosting a podcast or Youtube channel, guest appearances on blogs or podcasts or in courses or private groups, advertising on social media or Google, and the list goes on.  But one uncommon way to generate leads is to get involved with a nonprofit organization.  And, there are two huge spin-off benefits to you.  One is that your volunteer service will support your community and the causes you care about. The second is that you have the opportunity to enhance your skills as the CEO of your business.  Sound far fetched?  Let me explain.  

The Know, Like and Trust Factor

One of the foundational principles in business is that we buy from people we know, like and trust. To succeed in any business, and especially in online business, you need to give people an opportunity to get to know you, and what it is like to work with you. Once people know who you are, what you stand for, and your value proposition, they are much more likely to click the Buy-Now button than if they have never met you or been introduced to your style or offerings.    

And you might be thinking, if I have an online business, how can volunteering in the community help me?  

Community Engagement

Is there a local nonprofit organization whose mission you support?  I can tell you that nonprofits are always looking for committed volunteers.  These organizations need support on committees that plan events and help with operations, volunteers to staff events, and volunteers to serve on their boards of directors.  As a business owner who understands the many financial elements to running a business, your service to the nonprofit will be warmly welcomed.  You may not step into the organization at the highest level of volunteer service (remember the know, like and trust factor - that applies here, too), but you will have the opportunity to roll up your sleeves and work alongside other committed volunteers to help the nonprofit implement its mission.  This is hugely gratifying work.  

The other members of the committees on which you serve are also likely to be business owners and business leaders in your community.   Each of these individuals has a network of contacts, local and nonlocal, that is different from yours.  And these business contacts will bring unique perspectives to business problems faced by the nonprofit.  Your participation is likely to be entirely at no cost to you, other than your time, and you will be able to learn new strategies, solutions and techniques all while expanding your network and growing the list of business people willing to refer you to their contacts. 

Business Connections

Another source of community engagement is through your local chamber of commerce.  Like other businesses impacted by the pandemic, chambers of commerce are not limited anymore to local brick and mortar businesses, and their programs and reach are ever expanding into the online space.  While chambers of commerce have traditionally enjoyed a local membership of businesses, many of their members are businesses who do business all or partially online.  In today’s world, most businesses need a strong online presence to lend credibility and reach customers.  And chambers of commerce are there to help.  As a volunteer with a chamber of commerce, you have a tenfold opportunity to achieve the personal and professional development described above related to service to nonprofit organizations. Once again, the know, like a trust factor plays an important role.

As with your service to any nonprofit, with a chamber of commerce you need to think about service first.  You will not achieve any benefits solely by joining a chamber of commerce.  And your ROI will improve if you attend events.  But the real payday comes when you get involved in service to the organization.  As a committed volunteer, you will have the opportunity to work closely with other business leaders and business owners, including bankers, insurance agents, accountants, attorneys, medical organizations, and product and service based businesses of all shapes and sizes. Chambers of commerce have many committees, such as membership, programs, finance, women’s groups, young professionals, and of course the executive committee and board of directors.  When you volunteer and show your commitment and consistency, you dial up the know, like and trust factor.  Just as you will be able to share your network and make connections with your fellow volunteers, they will return the favor to you.  

Have you heard about a local nonprofit doing work in your community whose mission you support?  Look them up online and send an email to their executive director indicating your interest in getting involved as a volunteer.  Explain why you are interested in their mission, and the types of things you think you might be able to help out with, or inquire whether the organization maintains a list of volunteer opportunities.  Do a Google search for your local chamber of commerce.  Find out what towns are considered the chamber’s “core” towns, and what is the extended reach of the organization.  You will want to find a chamber that is close enough that you can participate in in-person meetings and events.  Then contact the member services coordinator and ask about membership and the opportunities to get involved.  And once you join, be sure to participate.  As with any membership, you will only get an ROI from your chamber membership if you commit to participation and service.  But it will be worth it.  

Pam Stevens is the Board Chair of the Corridor 9/495 Regional Chamber of Commerce, Inc.  She has been in service to the Chamber for more than a decade, and founded the Business Forward Females women’s networking group.  She has twice been honored with leadership awards for her volunteer service. Without the support, encouragement, peer support and mentorship she would not have the successful online business she has today.