3 Reasons Why Giving Back Makes Good Business Sense

August 2, 2016 by AACD Executive Office
By Lisa Fitch, CAE, Director of AACD Charitable Foundation

According to the National Center for Charitable Statistics, there are more than 1.5 million nonprofit organizations in the U.S. working to address needs within our society. You and your dental team have endless opportunities to partner with such organizations to make an impact. Whatever the cause, your team’s contribution of time and/or resources to provide food, shelter, safety or a smile for someone, could be life-changing. But it’s not just the recipients of your charitable efforts that benefit from your philanthropy. Engaging in philanthropy is also simply good for business. Here’s why:

1. Consumer Loyalty

Philanthropic involvement provides your business with a broader sense of purpose. Showing your patients that you and your team care about more than just the bottom line will evoke positive emotions like empathy, passion and inspiration resulting in more of an authentic connection with your practice. Here’s some evidence. According to Cause Good, when choosing between two brands of equal quality and price, 90% of shoppers are likely to switch to a “cause branded” product. And 42% of North American shoppers would pay extra for products and services from businesses committed to positive social impact.

“Anyone who thinks that they are too small to make a difference has never tried to fall asleep with a mosquito in the room.” — Christine Todd Whitman

2. Visibility

There may not be many news-worthy events happening at your dental practice, so engaging in charitable giving is something to publicize. You can reach new audiences and potential patients by publicizing your engagement through social media, your website’s blog, in-office literature, newsletters or by engaging your local media.

Nancy A. Norling, DDS, FAACD’s office has a whole section of its website dedicated to the office and their patients' participation in charitable activities. They also make sure to publicize the staff’s participation in philanthropy through social media.


Tonya Lanthier of DentalPost creates blog posts about their involvement in and support of charitable organizations, also making sure to share the news through social media.


3. Team Benefits

Your team is your best asset as they are crucial to building those important relationships with your patients. Giving back as a team is good for staff morale and engagement. Engaged employees are simply better workers, and they are more likely to stick around if they are proud of the work they are doing. Additionally, getting involved to support a cause provides leadership opportunities for staff members as they can take ownership of the activities. Rally your team, find out where their passions are and empower them to take on a cause to support. 


Want to get started giving back, but need some ideas?

The American Academy of Cosmetic Dentistry Charitable Foundation provides unique opportunities for dental teams to help heal some of the effects of domestic violence through supporting our Give Back a Smile program. One in four women will experience domestic violence in their lifetime so there may be someone you know who has already been touched by the issue.

Here are two ways to get involved today:

Participate in the GBAS 2017 Virtual Race for Smiles

October is Domestic Violence Awareness Month. Between October 13-15, join others around the world by participating in the Give Back a Smile Virtual Race for Smiles! Participation is fun, easy, supports Give Back a Smile, and increases awareness of domestic violence. 

Participate in the GBAS Whitening Challenge

Whiten your patients’ teeth while supporting survivors of domestic violence. Participating offices have reported that getting involved in the Whitening Challenge provides unique leadership opportunities within the office as participation requires minimal dentist involvement.

Donate to Give Back a Smile

You can help heal the effects of domestic and sexual violence by making a tax deductible financial contribution to the Give Back a Smile (GBAS) program. It costs around $400 to restore one smile which is leveraged more than 20 times in donated dental services.  

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