Tough year for business?

You bet.

You wanted to send your kids abroad or take a class, or cover an unexpected expense.  But the economy has been so bad you don’t see how you can do it.

You might be thinking about asking for donations on your business website.

People ask for donations all the time, right?

I’m going to recommend very strongly that you NOT ask for personal donations directly on your business website.

If you must ask, make LINKS pages for these.

Why?

1)      Your customers see you as their resource.  Not the other way around. If your business is on the Web, you have established  national – even international – standing as a resource for customers in that market.  When you put your hand out, you’re not in it for them any more. If you’re in it for you.  If you’re not their resource any more – you’ve reversed the deal.  You can’t blame anyone for leaving if you suddenly switch sides in the relationship.

2)      What are you about?  If you’re confused, I’m confused. Asking for personal donations mixes business and personal interests on the same site. It looks like you’re using your company’s standing to advance personal goals.  It’s a mixed message and cuts into the credibility of where you stand as a business. It muddles the message about what you claim to offer as a business.

3)      If you must ask, do it with a link. Link to the things you have a personal interest in.  Want to support your local interest group?  Link to their membership forms (don’t host them – they go out of date and it’s not your job to get new versions).  Link to charities – it gives the people who run the charity control over their message, which is better for everyone. McDonalds does it this way– with Ronald McDonald House.  It’s a good model.

Otherwise, you very seriously undercut all your hard work get broad recognition as a business.  People who come to your site should expect you’re still focused on their concerns, with solutions in your goods and services.  If you pitch personal interests to your business traffic, it looks like you’ve switched loyalties.  Now, competitors who don’t look much more appealing.

You’ve earned a lot of trust in your business that’s priceless, and worth preserving.

Popularity: 1% [?]