Community First: Why the Best Small Businesses Give Back

When I’m brought into a small business as a Fractional COO, I look at a lot of things—operations, staffing, technology, financial processes. But one of the first questions I always ask is: “What are you doing in your community?”

You might think that’s unusual. Most people expect me to start with margin optimization or workflow efficiency. And I do get there—but in my experience, a business that’s disconnected from its community is missing a powerful opportunity.

I define community outreach broadly: volunteering, sponsorships, board involvement, local events, school partnerships, nonprofit support—you name it. Whether you’re coaching a youth team, hosting a booth at a fall festival, or donating to the school music program, it all matters. Because small business doesn’t happen in a vacuum. It happens in towns, with people, where relationships matter.

I’ve spent much of my professional and personal life giving back to the town I call home: Scotch Plains, New Jersey. I coach my two sons in baseball, football, and soccer. I sit on the board of the Scotch Plains-Fanwood Enrichment Foundation, which raises money for teachers who need special materials or programs to make their classrooms more engaging. I was also a Cub Scout Leader and, every year, I organize a golf outing that supports the local baseball league.

That golf outing? It’s a ton of work. But it’s also one of the most rewarding days of the year for me. I get to bring people together, raise money for a great cause, and have a lot of laughs while doing it. It’s not just about the money we raise—it’s about the feeling in the air that day. Friends seeing each other. Local businesses supporting the league. Everyone taking a moment to appreciate where we live and who we live among.

At a previous company, one of the most impactful things they did every year was sponsor a dog adoption event at the town’s fall festival. It was fun, meaningful, and visible. People still talk about it. It showed the community that the business cared, not just about profits, but about being part of the fabric of the town. To me, that’s the best of both worlds.

When I come into a new business, I often find that community involvement is happening—but it’s informal, sporadic, and unmeasured. Maybe the owner donates to a local fundraiser. Maybe they sponsor a Little League team. But there’s no real strategy behind it. No alignment between their values and their visibility. And usually, no budget.

That’s a missed opportunity.

Strategic community involvement does two things: First, it shows that your business stands for something beyond the transaction. Second, it creates visibility and connection in a way that traditional marketing can’t touch.

Want your brand to be top of mind? Be at the town event. Want to build loyalty? Show up for people who aren’t paying you. Want to attract the right customers? Let them see your values in action.

Now, I know the pushback. “I don’t have time.” Believe me, I get it. Small business owners are some of the busiest people on earth. But being involved doesn’t always mean being physically present. You can:

• Sponsor an event

• Offer your office space or services to a nonprofit

• Let your employees participate in community service during work hours

• Offer mentorship or expertise to a local school or initiative

It’s about finding a way to be present, even when you can’t be everywhere.

As a Fractional COO, I work with business owners to integrate community engagement into the actual structure of the business. We create a budget for sponsorships. We identify which causes align with the company’s mission. We plan for events in advance. We connect community involvement to employee morale, brand awareness, and yes, even the bottom line.

Because here’s the truth: the small businesses that thrive are the ones people want to support. And people want to support businesses that show up for them.

Being involved in the community keeps me grounded. It reminds me what really matters. And it tells others that I can be counted on. That I’m not just here to do business, I’m here to help build a better place for all of us.

If you’re a small business owner and you’ve been putting off getting more involved in your community, consider this your sign to start. Start small. Start now. And start with intention.

Because when you give to your community, your community gives back to you, in loyalty, in reputation, in referrals, and in fulfillment.

And if you need help aligning your business operations with your community values, that’s what I’m here for.

I’m The COO Guy. Let’s build something that lasts—together.