How giving back helps your franchise

Larry Wilson has seen comparable sales across his 12 franchise locations rise by 38 percent since implementing a certain business practice, according to QSR. Those are serious numbers, and plenty of franchise owners are likely wondering what his secret is.

Did he overhaul his menus? Kick a new marketing campaign into high gear? Change locations to areas with more foot traffic?

Nope, Wilson’s secret is deceptively simple: He gave back to his community.

Generating goodwill through fundraising
Wilson holds monthly fundraisers to benefit local high schools at his Moe’s Southwest Grill locations, QSR reported.

“High school sports are getting their budgets cut badly, so we go to the high schools and invite them in,” Wilson told the source. “They bring in a couple hundred people to the fundraiser. We charge them $10 for all they can eat and drink - nonalcoholic beverages, obviously - and we give them $7 and keep $3, so we give 70 percent back.”

And while these events can certainly be costly – Wilson said events can run in the thousands of dollars at each new franchise he opens – they also have the added benefit of building up community support for the business.

“We call it a ‘friendraiser;’ they call it a fundraiser,” Wilson continued. “We bring in lots of friends and make new friends, and those friends become customers.”

Spending thousands of dollars on monthly fundraisers simply isn’t an option for many franchisees, but that doesn’t mean they can’t get involved with their local communities and create goodwill.

The benefits of giving
Donating to charity is a great way to not only help those in need, but also form a bond with customers.

One study from Cone Communications found that 85 percent of consumers have a more positive image of a product or company when it supports a cause they care about. Meanwhile, 90 percent want companies to tell them the different ways in which they are supporting causes.

“Put another way: More than 278 million people in the U.S. want to know what a company is doing to benefit a cause,” the report stated.

By giving back, even in some small way, franchises can separate themselves from the competition and show customers they care.

Whether it’s through a fundraiser or a small donation to a local charity, there’s no shortage of ways for franchisees to give.