We are targeting small local businesses because our survey showed us that they are the best source to solicit donations from. Small businesses also tend to care about their image within the community they operate in. If a business decides to donate to YouthBuild, they will be perceived as caring and philanthropic within the community. This action makes people feel more comfortable with their organization and therefore more willing to choose their business over their competition that may not give back. Due to that reasoning, businesses tend to look for charitable organizations to donate to. Small businesses also often times feel a sense of responsibility towards the communities they are a part of, making them more prone to return the wealth.
Yost, Courtney; Dellot, Jessica; Assad, Mark; Mardenli, Francesca; Galligan, Ciara; Westervelt, Luke; and Robinson, Arnold, "YouthBuild Providence: Public Relations Plan" (2013). Marketing and Communications. 4.