2021 Brings Opportunities for Brands To Give Back to Their Communities

With so many people struggling and inconvenienced in 2020, the opportunities to help those in need were endless.

Some businesses that managed to keep running throughout the pandemic learned new ways to cope with the changes and make things easier for customers. These unprecedented times presented the perfect opportunity to go the extra mile when possible and to give back. Such is the case going forward in 2021, when the financial struggles and uncertainties for many families will continue.

Small businesses do big things when they look at customers as people first — people dealing with problems we can all relate to — and treat them with the compassion, thoughtfulness, and kindness they would show their own next-door neighbor. Anthony Duncan is one of those small-business owners extending a hand to give his customers peace of mind and added value.

Duncan is the long-time owner of several Mosquito Authority franchises from his home base in Richmond, Va. He looked at his business plan for 2021, considered ways he could give back to the community, and came up with this: he will give away 100 free yard treatments per month to front-line Covid-19 medical workers.

“I want to contribute in any way possible,” he says. “With mosquito control we’re helping people enjoy their outdoor living spaces at a time when many are mainly staying home because of Covid restrictions or for their own safety.”

Looking at how much these front-line workers are doing for all of us across the country, Duncan looked for ways to do something for them. For companies that have been able to weather the storm, giving back to the community can come in a variety of ways — and help brands do well by doing good. Here are three.

• Donate to nonprofit organizations. Look into locally based organizations where your support could make an immediate impact, such as local food pantries. Your efforts can go even further when you offer to match donations your employees make to local nonprofits. Employees may be more inclined to donate if they know their contribution will be supplemented by the franchisee and/or the brand.
• Give of your time. As a small-business employer, you can encourage your employees to give back by offering paid time off for volunteering. Provide a list of local organizations looking for help. Include information about special skills those organizations are seeking.
• Pivot your business. If your company makes or transports physical goods, for instance, could you dedicate a portion of your resources to provide essential equipment to shelters, local hospitals, nonprofits and other organizations that serve people most affected by the pandemic?

Chris Buitron is president of The Mosquito Authority, a leader in mosquito control with franchises serving communities across the U.S. and Canada. He previously served as CMO at Senior Helpers, Vice President of Marketing for Direct Energy (Home Services Division), and Director of Marketing for Sunoco, where he supported the company’s 4,700 franchised and company-owned rental facilities across 23 states.