There are two different definitions of community. The first is a group of people who live in the same place, but another describes a sense of fellowship resulting from common attitudes, interests, and goals. As individuals, we gather in communities because it’s to our benefit to be surrounded by like-minded people who are moving in the same direction we are. We gather in our neighborhoods and churches, around our children’s sports teams and playdates because we sense that it is better to do life together than apart.
But how often do you think about the benefits of businesses participating in their community? Without community, our businesses are alone in a sea of people with no way to draw in customers. Businesses need to belong to their community as much as the people that operate them do. Just like in our personal relationships, the future of our businesses depends on a give and take with the people around us.
At Surety Bank, where I am the CEO, the primary way that we show up for our community is by our commitment to providing great banking products and high-quality customer services. Unlike the big banks in our area, our customers always know that when they come to see us they will be met with a familiar face and a level of service that cannot be matched. Our customers depend on us as much as we do on them. And because we are invested in our community, we’re always looking for new ways to serve the people who live around us. That has led us to offer new products and initiatives like the implementation of a new online banking system and our involvement with MSBs. When you are connected with the community around you, you can meet their needs more efficiently.
Another great and mutually beneficial way to be involved in your community is through event sponsorship. Our bank sponsors children’s sports teams and popular local events like the county fair. It’s a win-win situation as our community knows they can count on us to support the events that mean the most to us, and the business benefits as a result. Community involvement isn’t simply charity work, it’s crucial for any business establishing itself as an invested member of the local tribe.
There are myriad ways for a company to invest locally. As the leader of your business, the most important thing for you to do is find community involvement opportunities that are mutually beneficial and align with your company’s core values. You’ll be amazed to see how it pays off in the long run.
