Social Goodies

by Guest Blogger, C.J. Hayden

It seems that when the phrase “social responsibility” is used in connection with business, it usually has the word “corporate” in front of it. If your enterprise isn’t a corporation, this can make socially responsible businesses seem like an exclusive club, where the one-person business isn’t welcome.

Other labels describing the intersection of business and social conscience may also seem to exclude the solopreneur. “Social entrepreneur,” for example, which is often defined as a person who implements pattern-breaking ideas for wide-scale change to address social problems. Achieving this kind of global impact may feel completely out of reach for the solo business owner.

But there is a place for the solopreneur in the world of social responsibility and social change. In fact, there are several. Here are four ways that a one-person business can make a positive difference in the world.

1. Small business social responsibility. Social responsibility is often invoked as a business ideal without a clear definition of what it entails. According to Mallen Baker, founder of the social responsibility portal Business Respect, a socially responsible business is one which is managed to “produce an overall positive impact on society.” This is a goal even the smallest business can attain, by treating with fairness and respect everyone whose lives are touched by the business – customers, employees, investors, suppliers, communities, and the environment.

Jamie Welsh, founder of the social responsibility certification and consulting firm 10 Percent Solution, believes that the social responsibility of a small business can be measured by looking at just three areas: volunteerism, philanthropy, and sustainability. If you contribute, on average, one hour per employee per week of volunteer time, donate 1% of annual sales to charitable causes, and either obtain a green certification appropriate to your industry or purchase carbon offsets equal to your company’s energy use, your one-person business can be certified as socially responsible. That’s a benchmark almost any small business can achieve.

2. Microphilanthropy. Although it’s often assumed that small businesses can’t afford to be as philanthropic as larger companies, studies indicate that small businesses donate an average of 3% of sales to charity, more than double what larger corporations give.

Increasing your one-person company’s charitable giving doesn’t always require cash. Most organizations welcome in-kind gifts that may cost you very little, such as meeting space, food and drink, transportation, and samples of your products or gift certificates for your services to use for door prizes, silent auctions, donor rewards, and employee incentives.

Donating your professional services directly to a charitable organization is another giving option to consider. Many charities eagerly accept expert help with graphic or web design, accounting or bookkeeping, public relations or marketing consulting, and many other professional specialties.

3. Social enterprise. The Social Enterprise Alliance defines a social enterprise as an organization that achieves a social or environmental mission using business methods. Many social enterprises are nonprofits that operate businesses, like Goodwill Industries, but an increasing number are for-profit businesses. Well-known examples of for-profit social enterprises include Newman’s Own, Working Assets, and Tom’s Shoes.

At first glance, it might seem that a sole proprietor couldn’t succeed as a social enterprise. In order to make a substantial social impact, or generate enough profit to fund a charitable mission, an enterprise typically requires a whole team of people working together. But that doesn’t necessarily mean hiring employees. Many for-profit social enterprises start out by using volunteers, like Better World Books did, or by employing a virtual team, like Make the Difference Network.

Of course, you may not want to manage a team at all. To make maximum use of the social enterprise model as a solopreneur, look for other ways to leverage your efforts. For example, by building a web-based business, or reselling products created by others, or collaborating with a network of other independent business owners.

4. Activism and advocacy. Making a difference doesn’t necessarily require making a financial contribution. As a business owner, you have many opportunities to spread the word about causes you believe in. At your place of business, on your website, in your ezine, at events you attend, or while networking online, you can let people know about an issue or organization you believe needs more attention.

You can also use your business activities as a platform to raise money for your favorite causes. For example, as a workshop leader, you could offer a seminar and donate the proceeds to charity. As a chiropractor, you could designate one day per year as a benefit, asking clients to pay their session fee to a charity instead of to you. Initiatives like these raise awareness, not just money.

Can one-person businesses really make a difference? Consider this: of the 26 million businesses in the U.S., 20 million of them have no employees. Imagine the payoff from 20 million solopreneurs increasing their level of social responsibility, philanthropy, and activism, or engaging in social enterprise. That’s a tremendous impact that could be created, one person – and one business – at a time.

CJ Hayden, Guest Blogger

C.J. Hayden is the author of three books and over 300 articles on marketing, entrepreneurship, and social change. She serves as a social venture advisor to entrepreneurs, nonprofits, and activists. Her bestselling book is Get Clients Now! C.J. is the founder of the Send Girls to School Project, and authors the blog How to Become a Hero.

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