SMALL BUSINESS | Strategizing Your Company’s Giving Strategy
strategizing your company’s giving strategy - an introduction by Michelle Lantini
It is well known that the benefits a company reaps for their acts of corporate giving far exceed the high five offered in mid air from its chosen non-profit organization. While non-profits fervently seek corporate partners to assist in reaching fundraising goals to carry out their mission, it is arguably just as important that companies seek non-profit organizations to complement their company’s values. In a decade filled with layoffs, budget cuts and overall reduced spending, how reasonable is it to expect that corporate giving be a top priority in a company’s overall strategy? Corporate philanthropy refers to the act of a for-profit company donating their money, time or resources to a non-profit organization or charity. While the act of corporate giving is typically abundant in sincerity and warmth by both the recipient organization and from the folks responsible for the gifting, let’s consider another celebrated aspect to giving: the thriving pulse behind what’s in it for your company from a PR perspective. Being socially responsible builds the goodwill positioning of your company’s brand. Trust, honor and integrity are some of your company’s most significant assets. What better way is there to build your corporate image
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RISBJ | rhode island small business journal
than by aligning with a non-profit organization that is committed to making the world a better place? While supporting these organizations, your company has the opportunity to be included in press releases, advertisements and other media channels, online and social media outlets and possibly an entire collection of additional cause-related marketing benefits. All of these things help to demonstrate that your company is socially responsible, while solidifying the public’s perception of value added to your brand. As your company strives to overcome its competition, remember that in general, people like to do business with people with a firm adherence to strong values. The question isn’t “Should my company give?” it’s “Where should my company give?” followed by a quizzically zealous, “How should my company give?” If you don’t already have one in mind, find an organization that aligns with your company’s business objectives. Or, choose to support an organization that is important to your employees. Visit www.guidestar.org to ensure the organization is registered with the IRS and meets tax exemption criteria. When you choose to support a non-profit that is linked with your company’s objectives,