February: That month when the groundhog’s prediction causes those of us in Northern Hemisphere snowy places to brace ourselves for six more weeks of winter. It can be hard to see the light at the end of the tunnel and remember that spring is indeed on its way.

Enter Valentine’s Day. For North America, this mid-February celebration of love is a well-known boost to our economy, expected to add a whopping $27.4 billion this year in the United States alone.

February can also be a tough time for charities. The end-of-year donation campaigns are done. Many organizations are planning spring galas and appeals, working through their fundraising and marketing playbooks for the year. Especially within critical social services such as food banks and homeless shelters, the need for funds, food and other items is often greater post-Christmas, as people taper off giving in the earlier months of the year.

Amidst all of these things, there are actually some great opportunities for your business and the charities in your community. How can consumer spending have a greater impact on the charities and nonprofits that really need help in February? And how can you build your corporate giving reputation in the process?

Here are a few ideas.

Donate your product or service

Do you still have extra socks, gift items, (…frozen turkeys?!) or other overstock hanging around your store after Christmas? These could be great items to give to charity right now. Just be sure to ask your proposed target organizations first, to make sure that your giving is of value to them.

You could also donate your services. Haircuts or chair massages at a local shelter, coaching at a youth centre, or a cooking class for people at a nearby food centre could all be ways to make a difference.

Your charitable contributions are good for business. Talk with nonprofit staff about the best ways to tell your community about your contributions, and then make sure your customers know about your giving. Especially if you are looking to attract Valentine’s Day customers or boost your own sales in February, this is a good way to boost broader public awareness of your business in an otherwise crowded V-day marketing landscape. Remember, people favour businesses who behave ethically and treat their communities well.

Use your business to raise money or resources for a cause

Ask a few key local charities what they most need and find a way to get these things for them. This is a great way to show your community investment while making a big difference.

You could ask for cash donations at the till or even accept specific in-kind gifts brought in by your customers.

For example: does your local shelter need warm socks? Customers who bring in socks could receive a coupon for 20% off their next facial at your spa. You may find that your schedule books up, you amass a great amount of much-needed socks, and March and April bookings are filling up faster than usual.

Raise or facilitate something else

Money, in-kind items and services are all wonderful, necessary things. However, your small business can support social needs in other surprising and unexpected ways that can have a huge impact. Your business can be a place for people to leave Valentine’s cards to be delivered to local isolated seniors or armed forces overseas.

You could also embrace Random Acts of Kindness week, also in February, by encouraging patrons to buy a coffee for someone else, or otherwise be kind or considerate in a new way. If you have a storefront or strong social media following, your small business can use this week to raise your profile as an empathetic leader in your community.

Build business partnerships

In true Valentine’s spirit, consider coupling these things together with other businesses, either in your geographic vicinity, within your business product or service category, or with a selection of complementary business partners to create a program that meets wider needs than each of you would be able to support on your own. And then cross-promote your businesses and outcomes to support all of your social responsibility reputations.

So, February may be a bit dreary for many of us, but with a little bit of creativity and kindness, it can be a lot better for businesses and nonprofits alike.