2022 Annual Report

An ethical marketplace where buyers and sellers trust each other.

MISSION VISION

Better Business Bureau’s mission is to be the leader in advancing marketplace trust. We do this by:

• Setting standards for marketplace trust

• Encouraging and supporting best practices by engaging with and educating consumers and businesses

• Celebrating marketplace role models

• Calling out and addressing substandard marketplace behavior

• Creating a community of trustworthy businesses and charities

BBB sees trust as a function of two primary factors – integrity and performance. Integrity includes respect, ethics, intent, and working toward a diverse, inclusive and equitable marketplace. Performance speaks to a business’s track record of delivering results in accordance with BBB standards and/or addressing customer concerns in a timely, satisfactory manner.

PRESIDENT & CEO MESSAGE

Dear BBB Accredited Businesses, Consumers, Partners, and Team:

Since our last annual report, the world has made significant progress adjusting to COVID-19. The pandemic had a profound impact on individuals, businesses and industries. However, I believe that the pandemic highlighted the importance of innovation and the value that innovative businesses bring to the marketplace.

This year’s theme, Move Fast and With Purpose, aligns both our short-term and long-term goals. In leading this charge, we strive to supply the highest level of support to businesses and the communities surrounding Atlanta & Northeast Georgia.

Over the past 85 years, BBB has raised awareness of reputable businesses with the goal of creating a community where buyers and sellers can trust each other. I am proud to work with a growing number of Accredited Businesses and community partners who help us fulfill our noble purpose of promoting trust among consumers through BBB’s reputation management services and trust advocacy programs. Our staff members are dedicated to positively affecting a business’s ability to thrive in this competitive market by supplying the tools necessary to build your brand, manage your reputation, increase engagement, and encourage customer loyalty.

BBB has experienced tremendous growth over the years through the support of local businesses committed to BBB’s 8 Standards of Trust: Build Trust, Advertise Honestly, Tell the Truth, Be Transparent, Honor Promises, Be Response, Safeguard Privacy & Embody Integrity. BBB is not a seal of approval. It is something much greater...a commitment, a devotion to fairness and honesty. Our Accredited Businesses are proud to display BBB’s logo. Not just because it draws in customers but because it says something deeper about what they, as businesspeople, stand for.

I am grateful to our community partners for their support. I thank our employees for their hard work, perseverance and professionalism. My sincere gratitude also goes to our Board of Directors for their guidance and volunteer leadership. Finally, I would like to offer a heartful thank you to our valued Accredited Businesses for their ongoing trust and support as we continue to deliver our vision for BBB: an ethical marketplace where buyers and sellers trust each other.

With TRUST,

Brian Catania President & CEO

ABOUT US

The Better Business Bureau (BBB) has empowered people to find businesses, brands, and charities they can trust for over 110 years. In 2022, people turned to BBB more than 200 million times for BBB Business Profiles on 6.3 million businesses and Charity Reports on 25,000 charities, for free at BBB.org.

The International Association of Better Business Bureaus is the umbrella organization for the local, independent BBBs in the United States, Canada, and Mexico.

Since 1937, BBB Atlanta & NE GA has worked to create trust in the marketplace. Incorporated by attorney Richard J. Reynolds, Jr., this BBB has a unique 85-year history. Some interesting facts:

• A remarkable continuity of experienced counsel – only three attorneys have represented BBB of Northeast Georgia in its tenure. Richard J. Reynolds, Jr. was the first, followed by his son, Richard J. Reynolds III. Richard J. Reynolds III then passed the reigns to his protégé, Charles Palmer, who continues to represent BBB today.

• In the past seven decades, BBB has only had five presidents: James Stephens, Bill Parr, Ed Smith, Fred Elsberry, and our current President/CEO, Brian Catania.

• BBB has an extraordinary history of staff members that have earned recognition by the International Assembly of Better Business Bureaus 25 Year Club. Currently, we have five staff who are members, and a total of nine members in its history.

Build Trust

Establish and maintain a positive track record in the marketplace.

Advertise Honestly

Follow established legal and ethical advertising and selling practices, including, but not limited to, the BBB Code of Advertising.

Tell the Truth

Honestly represent products and services, including clear and prominent disclosures of all material terms.

Be Transparent

Openly identify the nature, location, and ownership of the business, and clearly and prominently disclose all material facts that bear on a customer’s decision to buy.

Honor Promises

Fulfill all contracts, commitments and representations.

Be Responsive

Address disputes forwarded by BBB quickly and in good faith.

Safeguard Privacy

Protect any data collected against unauthorized disclosure and fraud, collect personal information only as needed, and respect the preferences of customers regarding the use of their information.

Embody Integrity

Approach all business dealings, marketplace transactions and commitments with integrity, good faith and intent to do what is reasonably expected.

“At The Home Depot, our core values of excellent customer service and taking care of our people go handin-hand. Doing both with integrity and excellence – to me, that’s the sign of a better business.’ I’m honored to chair a Board of Directors that shares in this philosophy and is committed to fostering trust in businesses across North Georgia and beyond.”

– Mike Jones, senior director, Customer Care & Operations, The Home Depot

BOARD CHAIR STATEMENT

BOARD OF DIRECTORS

Preston Hobson WSB-TV First Vice Chair

Donna Beatty Frazier & Deeter Second Vice Chair

Jeff Howard Diversified Trust Secretary/ Treasurer

Chuck Palmer Troutman & Sanders BBB Legal Counsel

Christina Moore Chick Fil A

Raymond A. Kathe Synovus

Marc Apple Forward Push

Sharla Crawford Gravitiy Junction

Tim Mitchell Delta Community Credit Union

Brennan Stewart Rheem

Brian Henry Coca-Cola

Bonnie Rabe Rollins, Inc.

Ray Pennie Access to Capital for Entrepreneurs

THE VALUE OF ACCREDITATION

BBB Accreditation is a sign of a business’s commitment to high standards. The BBB Seal of Accreditation invites companies that have earned it to join the nearly 7,000 marketplace role models in Atlanta and Northeast Georgia that serve as shining examples of integrity and trust.

Dynamic Seal:

The BBB Dynamic Seal contains a link that immediately ties your business to BBB’s online presence and allows customers to verify that you are part of a trusted community. In a survey conducted in 2021, 85% of consumers familiar with the BBB seal associated it with positive attributes.

Get-A-Quote :

BBB’s Get-A-Quote tool is used by customers ready to engage with a trusted business. These leads are forwarded to Accredited Businesses by email and/or text. Responding quickly leads to new customer engagement.

SEO and Analytics Imact:

Like BBB’s Dynamic Seal, search engine optimization (SEO) practices also play a part in optimizing your BBB profile’s ranking on Google. Though we can’t control Google, BBB focuses on keywords and analytics to ensure bbb.org’s pages are optimized to attract web traffic.

Online Directory:

BBB Accredited Businesses are distinguished in BBB’s online directory. In 2022, 87% of consumers used the “Accredited Business” filter to eliminate noncommitted companies. A recent study shows that consumers prefer BBB Accredited Businesses.

STRENGTHENING RELAT IO NSHIPS

We nurtured, engaged and added 50 organizations to our community of partners throughout 2022. Our partners now include:

GOVERNMENT

• City of Alpharetta

• City of Athens

• City of Atlanta

• Federal Trade Commission

• Invest Atlanta

• Mayor’s Office of International Affairs (ATL)

• Office of the Attorney General Chris Carr, Consumer Protection Division

• Small Business Administration

• University of Georgia Small Business Development Center

• US Postal Inspector

MEDIA

• 11Alive (WXIA)

• Atlanta Business Chronicle

• Atlanta News First

• Audacy Radio (WAOK/ WVEE)

• Business Radio X

• Fox 5

• Neighborhood TV

• WSB Radio

• WSB-TV

EDUCATION

• Emory University

• Georgia State University

• Gwinnett Technical College

• Morehouse College

• University of Georgia

In 2022, BBB focused on expanding strategic partnerships with colleges and universities, area chambers of commerce and economic development organizations. These partnerships are integral to our vision of a marketplace where buyers and sellers can trust each other and thrive.

Colleges and Universities

Since 2018, BBB has partnered with Georgia State University’s data analytics students to analyze a variety of data and help BBB improve its services. During the 2022 fall semester, a team of students analyzed dispute resolution data to give BBB insight into the satisfaction rate of businesses and its customers who participated in BBB’s mediation and arbitration programs. Students made weekly presentations to the BBB team of their findings. At the final presentation, they revealed insights into our data and made suggestions for improvements to the process.

BBB announced that students from Emory University’s Department of Quantitative Methods used BBB data during the 2022 spring semester to assist with their DataThink project. The program bridges students’ raw talent with actual data problems by giving them access to BBB’s database and allowing them to draw insights for a market research project they performed for a local non-profit. BBB was pleased to see students work together and use its data to uncover opportunities that can further BBB’s mission of advancing marketplace trust.

Chambers of Commerce and Economic Development

BBB sponsored the Athens Clarke Chamber of Commerce’s Mid-Year Celebration at UGA’s Sanford Stadium. We also attended the Greater North Fulton Chamber’s DC Fly-In in September to meet economic development leaders in North Fulton County.

BBB sponsored several events to support women entrepreneurs, including the Greater North Fulton Chamber, Walton County Chamber, Forsyth County Chamber, Georgia Women’s Chamber, and AthensClarke Chamber.

We were honored to be a table sponsor for the Atlanta Startup Awards and were inspired by some truly fantastic startup companies in Atlanta! We love that there’s so much energy and talent in our city. It was great to see so many people working on innovative projects and organizations, and we’re excited for what’s to come.

PARTNERSHIPS

• Advanced Technology Development Center

• Decide DeKalb

• National Association of Asian American Professionals (ATL)

• North Fulton Community Improvement District

• Roswell, Inc.

• Russell Innovation Center for Entrepreneurs

• Transformational Journeys Worldwide

• Urban League of Greater Atlanta

FINANCE & LEGAL

• Access to Capital for Entrepreneurs

• Bank of America

• Smith & Howard

• Troutman Pepper

• Truist Bank

CHAMBER PARTNERS

• Athens-Clark County Chamber

• Barrow County Chamber of Commerce

• Dahlonega-Lumpkin County Chamber of Commerce

• Forsyth County Chamber

• Georgia Hispanic Chamber

• Georgia Women’s Chamber

• Greater North Fulton Chamber

• Henry County Chamber of Commerce

• Metro Atlanta Chamber

• Walton County Chamber

ENTERTAINMENT

• Atlanta Braves

• Atlanta Falcons

• Atlanta Gladiators

• Atlanta Hawks

• Truist Park

Inquire about customcurated programs that create value for you and fulfill your organization’s needs!

DIVERSITY, EQUITY & INCLUSION INITIATIVES

BBB views Trust as a function of two primary factors – integrity and performance. Integrity includes working toward a diverse, equitable and inclusive marketplace. BBB continues to listen and learn in our aim to equitably support consumers and businesses, create inclusive and accessible online and offline spaces, and amplify diverse voices.

ATL Action for Racial Equity Summit

BBB, businesses and community leaders convened at The Gathering Spot Atlanta on Oct. 3 to highlight efforts in advancing racial equity in metro Atlanta. The signature event showcased region-wide progress across the ATL Action for Racial Equity initiative’s four key areas: corporate policies, inclusive economic development, education, and workforce development. Attendees heard thought-provoking panel discussions featuring prominent Atlanta business leaders actively working to propel racial equity in the region.

National Association of Asian American Professionals (NAAAP)

BBB and NAAAP have partnered for the second year in a row to build their brands, better leverage the resources of each, and bring together community members.

The first event was NAAAP-BBB Entrepreneur Night, held at Hopstix — an Asian fusion brewpub in Chamblee. During the event, BBB provided an overview of its services, resources, and networking opportunities. Later that year, BBB attended NAAAP’s Chopstix for Charity at The Stave Room in Atlanta.

PGA Tour Diversity, Equity and Inclusion (DEI) Summit

During the spring, BBB attended the inaugural DEI Summit, co-hosted by the PGA Tour and the Atlanta Hawks at State Farm Arena. The event provided an opportunity for BBB to learn of the DEI initiatives that the PGA Tour and the Atlanta Hawks have implemented within their organizations, as well as best practices to implement our own diversity, equity, and inclusion efforts.

UGA Small Business Development Center (SBDC) Morehouse College’s Multicultural Business Summit

In the fall, BBB attended SBDC’s annual Multicultural Business Summit. The event was a networking and training opportunity for small business owners and supporters to learn about procurement-related topics. Government contracting was the theme where small businesses could learn how to perform services and sell products to the federal government. BBB used this information to help Accredited Businesses improve their chances of success when pursuing opportunities in this space.

BBB ANNUAL MEETING & AWARDS CELEBRATION

On Wednesday, October 5, BBB hosted approximately 250 guests, BBB Accredited Businesses and partners at the 2022 Annual Meeting & Awards Celebration at Truist Park. The evening included stadium tours, the World Series Trophy, networking, live entertainment, dinner and words of wisdom by outstanding guest speakers. Attendees were wowed when local business leaders were awarded with BBB’s Torch Awards for Ethics and Diversity, Equity & Inclusion Impact Award.

Candace McCowan, WSB-TV anchor, was the master of ceremonies at the event, which was opened by Atlanta City Mayor Andre Dickens with welcome remarks and comments on the city’s vision and future. City of Athens Mayor Kelly Girtz presented a report on Athens and outlined why ethics and integrity are core to our communities’ growth.

The featured guest speaker for the evening was John Smoltz, a former Atlanta Braves Pitcher and MLB Hall of Fame Member. Smoltz encouraged attendees to “not be afraid to fail and surround yourself with others who mirror your ethical beliefs.”

“We’re pleased to live and work in a region [that’s] home to so many companies committed to trusted and ethical business practices,” said BBB CEO and President Brian Catania. “We’re excited to report on the state of the BBB and celebrate this year’s winners and finalists for their commitment to improving the lives of employees, customers, and the community.”

Pictured left to right: Board Chair Michael A. Jones, Home Depot, Candace McCowan, WBS-TV anchor, Kelly Girtz, Mayor of Athens-Clarke County, John Smoltz, former Atlanta Braves Pitcher and MLB Hall of Fame Member and BBB CEO & President Brian Catania

The BBB Torch Awards for Ethics is the most prestigious honor BBB can present. Our BBB has recognized trustworthy businesses since 2006 and has presented numerous organizations with this respected award.

The Torch Award for Ethics embodies BBB’s mission of advancing marketplace trust. This annual award publicly recognizes organizations that focus on trust and ethics in the areas of the “four C’s: Character, Culture, Customers, Community.” The application outlines the character of the organization’s leadership, how an authentic culture is fostered, how the company prioritizes its relationship with customers and the impact the organization is making in its community. The Torch Awards for Ethics is designed to promote the importance of building trust and the willingness and efforts made by outstanding organizations to help contribute to an honorable marketplace.

The winner of our 2022 Torch Award for Ethics was ’58 Foundations. Kevin Coppersmith and the entire team at ’58 Foundation & Waterproofing believe that “Integrity and ethics must start with ownership and be communicated intentionally through the organization” and is paramount to how the business performs and develops.

Finalists for the 2022 Torch Awards for Ethics: Coolray Cooling, Heating, Plumbing & Electrical | Harmon Solutions

SPONSORS

In 2021, BBB introduced the Diversity, Equity and Inclusion (DEI) Impact Award. This annual award publicly recognizes organizations that have made significant contributions in advancing diversity, equity, and inclusion. It is designed to promote the importance of eliminating inequities in the marketplace and identify the willingness and efforts made by outstanding organizations to help contribute to an inclusive marketplace.

These organizations and individuals have gone above and beyond to encourage equality across all areas of diversity, including age, disability, gender, sexual orientation, race, religion and socioeconomic background.

The winner of the 2022 DEI Impact Award went to Harmon Solutions. CEO Inga Harmon and team believe “the beauty of having an organization that consists of people with unique traits not only offers more opportunities and skills but allows us to appreciate and respect each other’s uniqueness. Harmon Solutions ensures fair treatment, equal opportunity, and fairness in access to resources by offering opportunities across the organization.”

Finalist for the 2022 DEI Impact Award: SwemSchool

The BBB’s Center for Character Ethics annually awards scholarships to graduating high school seniors who exemplify character, leadership, and ethical values. Winners are selected by an independent judging panel of leaders in the academic and business communities in Atlanta, Athens, and NE Georgia, based on video submissions and a recommendation from their teacher or counselor.

Since 2006, BBB’s Center for Character Ethics has awarded over $185,000 in scholarships to Georgia high school seniors who attend a university, college, or technical school in the fall after graduation. The Students of Integrity Scholarship winners directly receive the award to use towards college tuition or other postsecondary education expenses.

BBB hosted a luncheon on June 9 at the Georgia Aquarium to honor its 2022 scholarship winners. Elizabeth L. Fite, immediate past president of the State Bar of Georgia and a co-founder of Rogers & Fite law firm in Atlanta, was the keynote speaker.

BBB is proud to share the 2022 Students of Integrity Scholarship winners:

SOI CLASS OF 2022

Yerahm Hong | North Oconee High School

University of Pennsylvania

Maia Norman | Forsyth Central High School

University of Georgia

Gabriela Sanchez | Alcovy High School

University of Georgia

Bazya Smith | Towns County High School

Georgia Southern University

Spencer Word | East Coweta High School

University of West Georgia

PROTECTING OUR COMMUNITY

BBB’s story is one of partnerships at the international and local levels. Thanks to the support of engaged consumers, the BBB Accredited Business community, the media, law enforcement, government agencies, and other likeminded organizations,

BBB’s Investigations Task Force

BBB’s Investigations Task Force was formed in 2022 to analyze, report on, and investigate fraudulent activity in the regional marketplace. This task force was comprised of various agencies and organizations throughout Georgia that have visibility and oversight pertaining to marketplace activity. The purpose of this initiative is simple: to protect both consumers and businesses in our community by freely exchanging information regarding reported scams and unscrupulous activities.

Darius Cooks, LLC customers failed to receive goods, consumers tell BBB

On May 19, BBB issued a consumer warning regarding the business practices of DariusCooks, LLC., an online retailer of cookbooks, apparel, and accessories.

DariusCooks has an “F” rating on the BBB’s rating scale. Several news outlets picked up BBB’s media release and once shared on Twitter, it went viral. BBB’s tweet garnered 324 retweets with 85,489 impressions; the release gave a voice to the 70 consumers who filed a complaint with BBB.

BBB Institute partners with Amazon and Capital One to fight scams

In fall 2022, the BBB Institute for Marketplace Trust announced its partnership with Amazon and Capital One (both Accredited Businesses) to help consumers avoid scams. The partnership provides enhanced reporting capabilities for consumers as well as providing more robust data for companies that want to use the tool to protect their customers from fraudsters.

DEPARTMENT INSIGHTS

Administration

Our administrative department provides valuable services, enabling seamless work processes and our decision-makers to focus on value-added tasks. In 2022, executive leadership invested in the DISC program, one of the leading personality assessment tools, to empower our employees with increased communication skills.

DISC has helped our office increase self-awareness and understanding of our communication preferences, which

Business Development

The Business Development team has been working hard to improve the time it takes to approve applications, as well as streamline the process for application submission.

The team has implemented automation systems into a new database to help with this goal. This integration will allow for faster processing of applications, and more efficient delivery of services to businesses in our coverage area.

Communications

BBB promoted two marketing awareness campaigns: Biz Lit and The Sign of a Better Business. The Biz Lit campaign was designed to help entrepreneurs and business owners build and grow their businesses. It offered a business literacy checklist and curated content to help owners manage their businesses better. This campaign drove awareness to the different programs that BBB offers to budding entrepreunuers.

The Sign of a Better Business campaign expanded our existing brand awareness efforts. This campaign focused on spotlighting the value of choosing Accredited Businesses. It gives a call to action to always look for the BBB Accreditation Seal and to find a trustworthy business at bbb.org.

Customer Experience

Our dedicated Customer Experience team is here to help. From updating company information, renewing accreditation, viewing benefits, and more, access to support has never been easier.

In late fall, we launched Live Chat on bbb.org. With Live Chat, visitors can seek live assistance from BBB representatives quickly.

The BBB Customer Review app was introduced to help ABs collect reviews in realtime. Survey shows that 98% of consumers read online reviews before purchasing from a business, so the app helps businesses collect more reviews from customers. Some businesses have seen a 400% increase in BBB reviews in one year.

This is available for free, exclusively to Accredited Businesses. Download the app to any iOS or Android mobile device, or computer.

FINANCIALS

BBB’s success is dependent on the success of our Accredited Businesses. Through mutual support between BBB and Accredited Businesses, we have been able to maintain positive financial performance throughout FY22.

The primary source of operating income for BBB and its Foundation is membership dues and donations respectively. BBB continues to commit these funds directly into programs that support a healthy marketplace.

LIABILITIES & NET ASSETS NET