Can doing good be good for your business? In “How Ann Taylor and Loft Create Customer Loyalty Through Charitable Efforts,” Carol’s recent post on, she walks us through a case study. Carol begins:

Having a business mission allows businesses to extend their work into important causes. It makes employees and customers feel good about engaging with the business. In doing so, it can also be a great conduit for engendering customer loyalty.

I came across a great program from the Ann Taylor and Loft brands, a subsidiary of the Ascena Retail Group. Their approach serves as an interesting model for entrepreneurs of all sizes to create charitable efforts that not only are good for the charity, but also have a positive impact on the business as well. Here are some key takeaways for you to use as you pursue your own philanthropic efforts.

Design a win-win program.
The Ann Taylor and Loft brands wanted to find a way to have charitable giving become easy for the customer. This meant giving the customer a benefit for their participation in philanthropy.

You can read the rest of the post here.