Home services business owners are some of the most generous people I know. They’ll sponsor youth teams, support local fundraisers and even donate their time and equipment to install a new water heater in a retired veteran’s home. However, there’s one thing many of them don’t like doing: Talking about it.

For many plumbing company owners, sharing their charitable work feels like bragging. Most of us were raised to believe that telling others about our good deeds was undignified and inappropriate.

While that humility comes from a good place, it’s no longer taboo to let others know about your charitable giving. The truth is that if you don’t talk about it, fewer people will learn about the cause, and your impact won’t reach as far as it could. 

And this is why so many contractors need a public relations strategy that includes amplifying their good deeds.

Sharing means caring

When you share your giving in an authentic, heartfelt way, you’re not boasting. You’re helping your community see what’s possible and inspiring others to give, too.

Publicizing your generosity the right way helps more people learn about the nonprofit you’re supporting, attracts additional donors or volunteers and shows your customers and employees what your company truly values. You may even inspire others to donate or volunteer.

And this is the heartbeat of public relations. Sharing your charitable activities is what transforms information into something people care about, remember and act on. 

Aligning your values

If you’re like most home services business owners, you are probably already involved with a charity. Or maybe you’ve only donated to or volunteered for an organization personally but would prefer to expand your giving strategy to include your employees and the community.

Whether you already give or are evaluating causes, you need to consider the values your business represents. As you are deeply tied to your community, your business must build relationships with the organizations and homeowners it serves. 

This is where a deeper, more strategic PR approach makes a difference. Consumers are savvy enough to understand when you truly care about a cause. They also know a publicity stunt when they see one.

Authenticity is important when you choose to publicize your good deeds. When your company’s leadership and employees volunteer time or lend expertise, they demonstrate a genuine passion for the cause — and the public notices.

Engaging your employees

Getting buy-in from your employees also goes a long way toward building that authenticity. 

While you may favor a particular cause, letting your employees help you decide where to send your donations and support gets them involved on the ground floor. The more popular the charity or nonprofit is with your employees, the more support you’ll receive from your team.

You can also offer volunteer days, matching gift programs or cause-driven campaigns that allow employees to participate directly. This not only boosts morale but also fosters a shared sense of pride and loyalty.

PR can then be used to amplify employee engagement. Featuring staff members in press releases, social media posts or media interviews validates employees’ efforts in a public way. This shows them and the community that leadership values and celebrates their participation. When giving becomes part of your company’s identity, it ceases to be a side activity and instead becomes a cornerstone of your reputation.

Building a positive reputation

Philanthropy should not be a separate activity living outside your PR strategy. Your charitable giving program is one of the best stories your company can tell about itself.

Public relations can take your charitable efforts and weave them into the broader narrative of your brand. By highlighting the causes you support in outreach, PR helps your giving program and your cause resonate with a wider audience. The key is to showcase how your contributions reflect your values and demonstrate real impact. You want the community to see that the plumbing you donated and installed is truly helping the recipients or that the money you raised for your cause is being spent on the products and services that make lives better.

Done well, this not only strengthens your company’s relationship with the community but also enhances your reputation with customers, employees, and industry peers. 

Making charitable giving a major part of your PR strategy amplifies both your brand and your reputation. You’re not only supporting a cause; you’re showing the world who you are and what you stand for. This is the kind of leadership that inspires loyalty, builds trust and leaves a lasting mark on your community.