Assessment

Does your involvement align with your business?

A good cause that has nothing to do with your brand helps the cause. The right cause helps both. Eight questions to check the fit.

Think about the main cause or organization your business supports as you answer. If you support several, pick the biggest one. Nobody sees your answers but you.

Is there a natural connection between the cause and what your business does or who it serves?

None. It came from a personal connection or a request. Loose. You can connect the dots if someone explains it. Natural. The fit explains itself without a word.

Could you explain in one sentence why your business supports this cause?

Not really. “They asked” is the honest answer. Yes, but it takes a paragraph and some history. One sentence, and it sounds obvious when said out loud.

Would your employees say the cause reflects what the team cares about?

It was picked without them and most couldn’t name it. Some feel connected to it, some don’t. Yes. It matches what they care about, and they helped shape it.

Does your market care about this cause?

Honestly, we’ve never asked. We assume so. It seems like a good cause. Yes, visibly. It’s alive in our community and people show up for it.

Where does the cause show up in your business?

In the checks we write, and that’s it. A few events a year and a logo on some materials. Woven in: it touches how we hire, serve customers, and show up locally.

If a competitor started supporting the same cause tomorrow, would your commitment still stand apart?

No. We’d be interchangeable overnight. Somewhat. We have more history, but few people know it. Yes. Our history, fit, and visibility make ours credible in a way theirs wouldn’t be.

How many causes does your business support?

Many, scattered, decided as requests come in. A handful, with one getting most of the attention. One clear focus, plus small yeses we keep small on purpose.

How would it feel to tell a neighbor why your business supports this cause?

A little awkward. I’d be reaching for the reason. Fine. It’s a good cause and that’s enough. Proud. The answer is part of who we are.

Please answer all eight questions first.

Talk With MSM

Why alignment matters: 79% of consumers are more likely to purchase from businesses whose values align with their own, and people detect a forced fit quickly. The goal isn't a bigger cause. It's a truer one. Source: Amazon Higher Impact study, 2025.

The right cause helps the cause and the business.

Finding that fit is most of what our first conversation is about.

Talk With MSM