Working with as many restaurants as I did back in the day, I would get approached by charities wanting to work with the restaurants to provide food, a portion of proceeds, or an event space. As a profession, chefs know no bounds when it comes to the desire to nourish people. They are among the most generous of spirits when it comes to showing care. But at some point, the internal conversation would turn to how to not only support the initiative in an authentic and effective way, but how to also glean some PR visibility as well.

There is nothing wrong with businesses wanting to enjoy a halo effect of aligning with a charitable cause, but it has to be publicized properly, respectfully, and in a way that’s beneficial to all parties.

Here are some questions to review as a marketing team when discussing how to publicize a nonprofit initiative:

Focus on the Cause: Are we highlighting the nonprofit's mission FIRST and the positive impact of our partnership on the community or cause? Are we making sure that this partnership isn't just about our business?
Storytelling: Are there any real-life examples or testimonials within our own business that could illustrate the positive outcomes?
Multi-Channel Approach: How can we leverage PR, social media, blog posts, website content, and employee newsletters to evangelize the cause?
Collaboration with the Nonprofit: Are we reviewing our communications with the nonprofit to ensure both organizations' messaging is aligned and consistent?
Measurement and Evaluation: How will we track the impact of the partnership and communicate the results?

Remember: The goal is to create a mutually beneficial partnership that makes a positive impact on the community and the cause. The role of your organization is to amplify the mission, not promote your business.

Regardless of what nonprofits you choose to work with, I hope you reap the true benefit of this work: feeling good about making a difference.