The Gift of Goodwill

Establishing community connections through charitable giving.

By Paula Moran

Many franchises partner with a charitable organization to help support a worthwhile cause. Whether teaming up with a youth organization, raising money for medical research or helping families in need, these initiatives provide financial resources and awareness for a charity while creating community goodwill for the franchise. The partnerships are beneficial for all involved, and it is heartwarming to see so many of these groups being greatly assisted by the support of a franchise, its customers and vendor partners. Where should you start?

Execute a Plan

How does a franchise choose the right partner organization, and what are the best ways to keep its audience engaged in supporting the designated cause? A franchise should stay involved with the charity throughout the year and create messaging that is consistent with the program’s mission. There are many benefits to creating and maintaining these partnerships. To maximize effectiveness, a franchise should have a strategic plan on how it executes such initiatives.

The first action you should take is to identify a cause that you and your team is passionate about. This is essential, as the goal should be to build a long-term relationship with a charitable organization. It takes time, energy and resources to do that. Having that emotional connection to the cause will motivate others and bring added success. A good charitable fit will also resonate with a franchise’s audience.

Find the Right Cause

There are many deserving charities worthy of consideration, and it can be tempting to select multiple organizations to support. Regardless, it is important to pick one in which there is a connection with the franchise brand. It gives the franchise the ability to focus on a single cause and make a more significant impact on a specific charity. This method also helps strengthen your message with a charitable partnership, rather than having it spread out through several different campaigns. 

A franchise must decide how active and involved to be in their charitable programs throughout the year, and how to best direct its support. Some franchises designate a specified portion of their proceeds to go to a charity, while others may contribute along with the support of their customers. If you decide to solicit contributions from your customer base, determine how that would be best received without detracting from the guest experience. Franchises also need to examine the amount of time and resources to devote to the charitable partnership, as the greater the involvement with the charity, the greater the expense in doing so.

Lasting Bonds

Even with these questions, why is it so important for franchises to help support charitable organizations? Simply put, it is the right thing to do. They have the financial resources, visibility and customer reach to make a significant difference. As an added benefit, it is good for business. It is a way to connect customers and the community on an emotional level that will foster greater brand loyalty. Consumers have many choices and can be overwhelmed by competing messaging and advertising. Aligning yourself with a charity and reaching individuals on a personal level can create a stronger bond than through advertising alone and inspire long-term loyalty.

Military Appreciation + Camp CORRAL

Golden Corral has lent its support for many years to the United States military, its veterans and their families. For the past 18 years, each restaurant in the system has thanked more than 300,000 active duty and retired U.S. military personnel for their service with a free dinner buffet and beverage, while also raising donations for Disabled American Veterans (DAV). Since the annual Military Appreciation Night program began in 2001, Golden Corral has provided more than 5.7 million free “thank you” meals while also generating more than $15.7 million for DAV.

In addition to hosting Military Appreciation Night each November, Golden Corral is a founding sponsor of Camp Corral, who provides a free, one-of-a-kind summer camp for children of wounded, injured, ill, or fallen military families. Since 2011, the franchise and its guests have provided nearly $11 million to support Camp Corral, sending more than 21,000 children to camp.

Close to the Heart

The decision to give back to the military came naturally for Golden Corral. Its original restaurant in Fayetteville, N.C. is near Fort Bragg, the largest military base in the country with more than 50,000 active duty personnel. Additionally, Golden Corral has early roots in other towns and cities in the southeast near military bases. A large percentage of the population of those towns is active or retired military, so there is a natural connection with those customers and members of the community.

If done correctly, a partnership with a charitable organization should excite franchise owners, employees and customers. Each year, Military Appreciation Night is one of Golden Corral’s busiest of the year, with lines spilling outside the building. Staff members often cite it as their favorite day of the year, as they get to serve and thank those who sacrificed so much for our freedom.

Connecting with Community

There are many other examples of long and successful charitable partnerships that developed naturally and continue to have a connection to the franchise and its audience many years later. They all demonstrate the importance of a franchise aligning itself with the right cause, properly executing a plan and building a long-term bond with its customer base.

Paula Moran is the Vice President of National Marketing and Media for Golden Corral Corporation. Learn more at franchise.org/golden-corral-buffet-grill-franchise.