As we recently shared, placing a donation box in your lobby is NOT the way to support a charity. Why? Because when it comes to charity or supporting a cause, do it wholeheartedly (or not at all). Invest in a carefully-selected organization to make a true difference.

Charity

A charity:

  • Needs to be part of your mission and values.
  • Needs to be something you genuinely and deeply care about!
  • Is not an excuse for people to have fun outside the office.
  • Needs to be deeply entwined with your medical practice.
  • Is not a reason to solicit patients.
  • Must be something you’re willing to really give to.

So when you pick one, make sure it either:

  • Aligns with your specialty. For example, an eye doctor might do glasses recycling or be involved with the Lion’s Club.
  • Fits with the office’s mission and values. If your mission is bringing high quality, affordable healthcare to all humans — then it should help achieve that mission.
  • Is close to home. For example, this particular issue has affected someone in the practice or their family member. But this needs to be an integral part of the practice — not something you forget about once that employee leaves.
  • Is something you’re willing to stick to and support for at least a year. (Don’t change charities more than once a year.) 

If you want to use this charity involvement in your marketing as a way to show how much you care, this involvement can — in no way — feel superficial. The best way to ensure that? Have this support come from a deep, intentional commitment instead of a hasty decision. 

What does a charitable commitment look like for your practice? 

  • A percentage of profits is donated, or, you make sizable donations.
  • Your team comes together and regularly gives time to this charity (and then you take them out for lunch).
  • All of your events raise awareness for this charity.
  • You partner with this charity in some way that benefits them.

Then — and only then — can this involvement become part of your marketing in a way that is beneficial. 

Want to make the world better, but don’t necessarily want to commit to one? Do this…

Donate to specific causes when asked. 

OR, even better…

Give each team member an annual allotment to put towards the charity of their choice, like so: 

We believe in giving back in a way that’s personal. At our practice, each team member gets $100 per year to give to the charity of their choice. 

Put your money where your mission is.

Part of VCG’s mission is to make a better life for our team and their family. Because of this, we fund good pay, excellent benefits, and creating an atmosphere where people want to work. When a team member has a charity they would like to support, we make a donation. 

Want a medical practice marketing and design partner who’s looking out for your big picture? Let’s talk.