* Don't pick a charity that's a poor strategic fit. More small businesses these days want to tie their charitable giving, whether time or money, to a cause that means something to them and their customers. Such an arrangement can boost profits but it has to make sense first.
"If you're a local welding shop, you'd better have a pretty good reason to support the Susan G. Komen Breast Cancer Research Foundations -- a reason your customers will easily and quickly understand," Jones said. Research shows that both parties -- your small business and your target charity -- "get the most bang for the buck when there's a clear strategic fit," he said.
* Don't overlook smaller charities. Some small businesses pick a charity that is just too big to work with them well, Jones said. Not all of the biggest charities can offer the kind of recognition or help that a small business might want or need, he said.
"Some small-business owners might be OK being a minnow in a big lake," Jones said. Those that aren't should probably choose to support smaller charities.
* Don't skip your homework. Don't assume every charity offers the same benefits to donors or is even willing to work with your small business.
At Bread for the World, Stapleton had to turn down a sports-drink maker who wanted the charity to market its product in exchange for a cut of sales. Simple research would have shown that the organization doesn't seek those kinds of arrangements.
At Santa Monica-based Heal the Bay, Natalie Burdick, development program manager, turned down a jewelry maker who wanted to partner with the charity on a trunk show spotlighting items made from seashells.
"There is a commercial trade in seashells and coral, and the practices are very environmentally destructive," Burdick said.
* Don't expect advertising and marketing exposure. Businesses often expect a charity to broadcast its offer to charity members in some way. Most charities don't.
"Nonprofits are not set up to do that," Burdick said. She's also had to turn away businesses that wanted Heal the Bay to put on a charity event featuring the company.
* Don't treat the arrangement casually. If there will be a public tie between Heal the Bay and a small business, the charity will typically insist on a formal written agreement.
