When Amy opened her independent bookshop, she had a clear vision: to create a cosy, welcoming space where people could find their next favourite read. Her shop quickly became a go-to spot for the local community. However, like many small business owners, Amy wanted to grow her customer base and raise her shop’s profile, but she wasn’t keen on expensive advertising or complex marketing strategies. That’s when she realised the power of volunteering.
Through getting involved in local initiatives and offering her time, Amy discovered a way to make her business stand out, build meaningful connections, and attract new customers—all by giving back to the community.
The Power of Giving Back
Amy’s bookshop was already at the heart of her neighbourhood. She regularly hosted book clubs and small author events, but she wondered how she could do more to engage with her community. One day, she saw a call for volunteers to help organise a local literacy programme for underprivileged children. It sparked an idea: why not get involved as both a volunteer and a sponsor?
Amy reached out to the programme organisers and offered her support. She volunteered her time to run a weekly storytelling session at her bookshop and donated books to the children involved. The response was overwhelming. Families from the programme began visiting her shop, not just to attend the sessions but also to browse, buy books, and attend other events. It was the beginning of a strong relationship with a new customer base.
Key takeaway for your business: Volunteering is more than just giving your time; it’s about building relationships with potential customers who may not have known about your business before. When you volunteer, you’re seen as someone who cares about the community, and people are naturally drawn to businesses that share their values.
Creating a Personal Connection
What Amy didn’t expect was how much personal satisfaction she got from volunteering. She loved connecting with the children and their families, and she quickly realised that her involvement had a deeper impact. Many of the parents who attended the storytelling sessions mentioned how much they appreciated her support for the local community, and some even became regular customers.
Through volunteering, Amy’s bookshop wasn’t just another business on the high street. It became a trusted part of the community, where people felt comfortable coming in for more than just a book purchase. They knew her, they knew what she stood for, and they wanted to support her shop because of the connection they’d formed through her volunteer work.
Key takeaway for your business: Volunteering allows you to form deeper connections with your community. When customers feel personally connected to your business, they are more likely to return and recommend you to others.
A New Network of Opportunities
Amy’s involvement with the literacy programme didn’t just bring in new customers—it opened the door to a whole new network of connections. Local schools and community centres began inviting her to participate in their events, and local media even ran a feature on her efforts to promote literacy in the area.
By volunteering, Amy had inadvertently raised her business profile. Her bookshop was no longer just a place to buy books; it was known for making a positive impact in the community. This led to more media exposure, partnerships, and speaking opportunities, all of which helped grow her customer base even further.
Key takeaway for your business: Volunteering can help you build valuable connections that may lead to new business opportunities. Whether it’s local media coverage or partnerships with other organisations, volunteering gives your business a positive platform for exposure.
Building a Reputation for Doing Good
Over time, Amy’s bookshop became known for its community involvement. Customers weren’t just drawn to her shop because of the wide range of books she offered; they came because they wanted to support a business that cared about making a difference.
The goodwill generated by Amy’s volunteer efforts spread through word of mouth. People shared stories of her involvement in the literacy programme, and her reputation as a business owner who gave back became a powerful marketing tool in itself.
Key takeaway for your business: When your business is known for doing good, it creates a positive reputation that naturally attracts more customers. Word of mouth becomes a powerful driver for customer growth when people see that your business cares about more than just profit.
What Can You Do?
If you’re running a small business and wondering how to grow your customer base, take a cue from Amy’s story. Here’s how you can start using volunteering to raise your business profile and attract new customers:
Find a Cause That Aligns with Your Values: Choose a cause that resonates with you personally and aligns with your business values. This makes your volunteer efforts feel genuine and authentic, which customers will appreciate.
Get Involved in Local Events: Look for opportunities to volunteer at local community events, whether it’s sponsoring a charity run, supporting a school event, or offering your space for local groups to meet. The more visible you are, the more people will associate your business with positive contributions.
Build Relationships, Not Just Sales: Remember that volunteering is about forming connections, not making a quick sale. By building trust and relationships through your volunteer work, you’ll attract customers who are loyal and eager to support your business.
Share Your Efforts: Don’t be afraid to share your volunteer efforts with your wider audience. Whether it’s on social media or through your website, let people know how you’re getting involved in the community. It helps build your brand’s reputation and encourages others to support your business.
Ready to Grow Your Business Through Volunteering?
Volunteering isn’t just about giving back—it’s about growing your business by building connections and raising your profile in the community. If you want to learn more about how volunteering can help your business thrive, contact Mark A Preston, Customer Growth Coach & Speaker. Mark can help you develop strategies to engage with your community, build your reputation, and grow your customer base.
