For example, Colgate partnered with Reading Is Fundamental for the Healthy Bedtime Habits program. "Wash, Brush, Read!" The program hopes that once a child makes washing their hands, brushing their teeth and reading a good book part of their bedtime routine, those healthy habits will follow them throughout their lives.

Along the same "giving back" lines, Matt Shay spoke about the VetFran program, where franchisers give opportunities to returning veterans who want to come home and become small business owners. Members of the International Franchise Association (more than 400 now) have committed to the program, and more than 1,400 franchises have been purchased through VetFran discounts. Those new veteran-owned businesses include the UPS Store, Dunkin' Donuts and Meineke, just to name a few.

"Sometimes the cause may not be in your specific field," Steve said, "but it's a great way to engage your members for good."