inKind helps fund a wide range of businesses that all have one thing in common - they believe in making a difference to their local community.
What is a mission-driven business? Being a mission-driven business and making a difference can take many forms. It's the restaurant that sources local ingredients to support their farmers, it's the grocery store that organizes regular fundraisers for charity, it's the gym that actively recruits immigrants to give them a starting chance, it's the food delivery service that ensures all its offerings are healthy as well as delicious. Whether you are actively helping your employees, your customers or the environment, or are a female, minority or LGBT entrepreneur who is a kick-ass role model to the children growing up in your neighborhood, inKind wants to help take your business to the next level.
Have you developed a mission without knowing it? When you started your business, making a positive impact on your local neighborhood might not have been your top priority, and even now you might not appreciate the effect you have. But so many local businesses take on important roles within their communities - the restaurant that becomes a meeting place for young moms to find company, the prepared meals delivery service that gives those with mobility issues some dinner options. Sometimes a mission finds you - embrace it and grow your business too.
Will a social mission hurt your margins? A 2014 Nielsen survey found that 55% of consumers around the world would pay more for products and services from companies that are socially and environmentally responsible, and 70% of Deloitte-interviewed millennials listed their company's commitment to the community as an influence on their decision to work there. Far from hurting your margins, adopting a mission for your company can actually lead to increased sales, increased revenue and a reduction in staff-turnover. If you're in an industry with a low barrier to entry and lots of competition, being mission-driven could make you stand out and be the reason customers choose to spend their money with you, not your rivals.
How do you convey your mission? A mission can be a great marketing tool, but you'll need to make sure you are letting people know. Devote some real estate on your menus or in-store literature explaining your mission. Make sure to mention it on your social media, including any relevant hashtags that other folks following a similar mission use. You can even become a B Corp like us and Ben & Jerry's!
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