Question:
As a small business owner, I’m constantly asked to donate to local causes like fundraisers, community events, youth sports, you name it. How can I decide which ones to support without hurting my bottom line?
A: I ran a beer brand and brewery for years, and I get it. It can feel impossible to say yes to everyone. But choosing the right opportunities isn’t just about generosity; it’s about mission alignment. When done intentionally, community support strengthens both your brand and your business.
- Create a giving strategy, not a guilt response. There’s a reasonable expectation that local businesses contribute to their communities beyond simple transactions, especially in places like Central Oregon, where relationships drive success. But support shouldn’t be random. Every cause may have merit, yet not every cause fits your story or audience. A brewery sponsoring a local music festival or community event that your customers care about? Perfect fit. Even better if it creates a pseudo-charitable Kevin Bacon effect (that six-degrees-of-separation feeling) or that sense of connection where your customers feel part of something bigger. Something with no real link to your customers or you? Maybe it’s not the best fit. Setting clear boundaries ensures your generosity aligns with your goals and your capacity.
- Your impact should match your values. Charitable giving may be a write-off, but it’s rarely budgeted for in a for-profit business. It’s always a choice. The key is to make that choice strategically. The “Impact Business Model Canvas” (impactbusinessmodelcanvas.com) is a great tool to help clarify where and how to give. It asks:
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- What problem are you trying to solve?
- What’s your mission?
- What’s the intended impact? Specifically, what does the world look like afterward?
Unfortunately, we can’t solve every problem or support every worthy cause. But we can do something, even small things, in a sustainable way if we try. Honestly, I think that’s a good return.
- Time — quality time — is money. Another option is to consider volunteering your time. Include your employees and support initiatives that matter to team members on a personal level. Strategic giving transforms business management into moral leadership. When your support reflects your values, you’re not just responding to requests, you’re shaping your community.
Central Oregon Community College’s Small Business Development Center (SBDC) offers free, confidential professional business advising and a variety of low-cost courses to help entrepreneurs through the business lifecycle. Visit cocc.edu/sbdc to learn more and read testimonials from successful businesses.
About the Expert:
Keith Sherrill served most of his adult life in the U.S. Army, quickly rising in the ranks within the elite 75th Ranger Regiment and 160th Special Operations Aviation Regiment. Upon exiting the military, Keith applied his lessons learned and leadership to his own entrepreneurial pursuit, building an award-winning microbrewery and beer brand from the ground up. He holds an MBA from William & Mary and is a graduate of the Stanford Graduate School of Business’s Ignite program.
