Dayspa

NOV 2018

DAYSPA is the business resource for spa & wellness professionals! Each issue covers the latest in skin care, spa treatments, wellness services and management strategies.

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[ 56 ] • # dayspamagazine • november 2018 winning ways by Molly Brown C O N T R I B U T E S T O A C A U S E D onating your time, talents or funds to a charitable cause doesn't just feel good, but also makes sense from a business perspective. According to one recent study released by public relations and marketing agency Cone Communications, millennials are especially engaged in corporate social responsibility (CSR) eff orts, with 91 percent saying they would switch brands to one associated with a cause, and two-thirds using social media to share information about companies and issues they care about. Meanwhile, research published in the journal Current Directions in Psychological Science (February 2014) examined the correlation between charitable giving and happiness in 136 countries, and concluded that people universally derive joy from giving. Spas that regularly partner with charities certainly agree that doing so is one of the best—and best feeling—marketing tools around. Opportunities to get involved are endless, and therefore potentially overwhelming. Get a clearer sense of how to unleash your altruism with these suggestions from three socially conscious spas. Pinpoint Your Purpose When selecting a charity, spas frequently opt for ones with a connection to the business owner, staff and/or clientele. Community eff orts are also a good call, as they allow you to assist and advertise to individuals in your area. "I always look to partner with locally based causes, and oftentimes ones that are near and dear to my heart," says Felicia Brown, LMT, a spa and wellness business consultant and owner of A to Zen Massage in Greensboro, North Carolina. "We sponsor a lot of 5K races—as a runner myself, it's a motivator for me to stay in shape and participate in more events while also getting visibility for my business." Likewise, Serenity Spa in Louisville, Kentucky, selects charities that are important to owner Denise Willinger, along with her employees and customers. "This year, we chose to do a March of Dimes walk because my daughter had a premature baby two years ago, and we've also donated gift cards to local charity events, as well as buying Christmas presents for local families Giving Guidelines Learn how to partner with a charity using these six key strategies. © GETTY IMAGES

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