Business Awards: Why Bother?

By David Germain

Some organisations love them. Others can’t stand them. But ask yourself—when was the last time you saw an award-winning charity or business that didn’t proudly shout about it?

Over the past few years, I’ve taken the Anderton Centre—an outdoor activity charity in the heart of Lancashire—on a journey through the region’s most competitive awards landscapes. We’ve been proud finalists and even prouder winners at the BIBAs (Be Inspired Business Awards), the Lancashire Tourism Awards, and the LBV Red Rose Awards. We’ve also scooped recognition through more community- and sector-focused honours like The Freshies, the Prestige Awards, Bolton Together and the National Childcare Awards.

It’s not been a walk in the park. Applications are time-consuming. Interviews can be intense. Judges’ visits require preparation. And let’s be honest—finalist tickets for awards nights don’t come cheap. So why bother?

The Tangible Benefits

1. Free (and Targeted) Publicity

When done well, an awards submission is a piece of content marketing in itself. Shortlisting or winning brings media coverage, local press, and a boost across digital channels. You gain backlinks from authoritative sources—great for SEO—and an increased share of voice in your sector.

According to a study by the British Quality Foundation, award-winning companies saw a 37% growth in sales compared to their peers who didn’t enter awards (BQF, 2015). It’s hard to ignore statistics like that.

2. Staff Morale and Retention

In the third sector, we talk a lot about culture and values. Recognition through awards validates the hard work of teams who rarely seek the limelight. At the Anderton Centre, we’ve used award nominations as a springboard for team celebrations, internal pride, and motivation.

A paper published in the Journal of Applied Psychology found that organisational recognition—including external awards—leads to higher employee engagement and job satisfaction (Deci & Ryan, 2000). Sometimes just being a finalist is enough to say “you matter” to your staff.

3. Stronger Stakeholder Confidence

From funders and local authorities to parents booking residential visits, awards act as third-party validation. They reassure external stakeholders that your organisation is credible, trustworthy, and ambitious. That stamp of quality can often help seal the deal—whether you’re applying for a grant, pitching a partnership, or bidding for contracts.

4. Reflective Practice

The application process forces you to take stock. You evaluate your impact, revisit your mission, quantify your outcomes, and evidence your innovation. It’s like a strategic audit—only more creative. Even if you don’t win, the insight gained is useful for board reports, marketing collateral, or future fundraising applications.

The Unquantifiable Wins

Raised Aspirations: Being mentioned alongside the region’s most successful businesses gives your team, trustees, and volunteers a sense of pride and belonging.
Networking Opportunities: Finalist events and ceremonies offer a room full of potential collaborators, customers, and even future funders.
Storytelling Power: Awards offer a new narrative hook. Whether on your website, social media, or a funding bid—“award-winning” always turns heads.

So, What’s the Downside?

1. Time and Capacity

Let’s be real. Award applications don’t write themselves. For smaller charities with limited admin capacity, the opportunity cost is significant. If entering awards becomes a distraction from mission-critical work, the balance is off.

2. Costs

From glossy videos for judge visits to black-tie dinner tickets, awards aren’t always free. Some might say this money would be better spent on delivery. But when viewed as a marketing investment (rather than a vanity project), the ROI often stacks up.

3. The Psychological Hit of Not Winning

This one’s subtle. Repeatedly entering and never progressing can knock morale. It’s important to frame the experience as developmental, not definitive. Your value doesn’t hinge on a trophy.

Final Thoughts

In the third sector—where margins are tight and brand reach often relies on word-of-mouth—business awards are a potent tool. They’re not the only way to validate impact, but they are a compelling one. The key is to enter for the right reasons: to celebrate progress, raise your profile, and connect with others.

For the Anderton Centre, awards have opened doors to new audiences, attracted media interest, and—perhaps most meaningfully—given our staff a reason to smile and feel proud. That alone is worth the hassle.

So, are business awards worth it?

For us, the answer is a resounding yes. But only when aligned with purpose, not ego.

References:

British Quality Foundation (2015). The Business Benefits of Winning Awards. Retrieved from: www.bqf.org.uk
Deci, E.L., & Ryan, R.M. (2000). The “What” and “Why” of Goal Pursuits: Human Needs and the Self-Determination of Behavior. Journal of Applied Psychology, 74(4), 580–590.
Hall, R. (2010). Why Winning Awards Matters. The Guardian. Retrieved from: www.theguardian.com

David Germain is a charity CEO, business coach, and accidental awards enthusiast. He believes in learning from mistakes, telling honest stories, and occasionally wearing a tux.