We have structured this [Alliance Cares] around three key categories that are very much aligned with our business model and employee passions: supporting those in vulnerable housing situations, community advocacy and protecting the environment.” —Kelly Vickers
RIPPLING OUTWARD
Doing good is not just about the individual act. Nor are businesses involved in social entrepreneurship are not looking at it as a quid pro quo. Fleischmann, referring to news stations occasionally showing interest and doing “some quick little stories,” acknowledges Community Tire does benefit from some exposure in the community but shares, “Our vendors see us in action and want to be included, either with donations or sometimes team involvement — allowing us to exceed even our expectations on giving back.” Goodman took what had already been a strong philanthropic ethic in his family’s business and pushed it even further. “Twenty years ago, a customer told me that buying furniture was like buying a used car. You just need shop around until you get the lowest price. That was incredibly offensive to me, and in that moment I became determined to push our entire industry to strive for something better,” he relates. “I wrote an open letter to employees that outlined how Goodmans would be an inspiration to our competitors around the country. As part of our mission, I encouraged our people to offer help to any other office furniture dealer in the country that was interested in pursuing a larger purpose. Now, 20 years later, there are dozens of examples of programs that Goodmans started, right here in Phoenix, that have been copied all over the country. We have provided templates and marketing materials and step-by-step instructions for other office furniture dealers who have, in many cases, taken our ideas even further than we could have imagined. Even manufacturers have copied some of our best ideas. Slowly, we
INBUSINESSPHX.COM
are raising the bar and changing the marketplace’s perception of our industry.” Cline credits GoDaddy’s culture and employees with working hard to build and strengthen the local communities. “Through the GoCommunities programs, we are going into the neighborhoods near our offices and working to strengthen those neighborhoods through the power of small business. … We believe that inclusive entrepreneurship fuels local economies across the global and ultimately improves lives.” Alliance’s Vickers shares, “Integrating CSR into more of our culture has also moved us in the direction of integrating evaluating the CSR initiatives (or lack thereof) into our vendor selection and RFP process.” It’s not just that Alliance wants to partner with like-minded vendors who also place a high value on corporate social responsibility, but its CSR programs has spurred vendors to proactively ask how they can support Alliance’s efforts even more. “They want to help and be a part of it,” Vickers says. “This further strengthens your own efforts because, when you partner with vendors who want to help you make a difference, it doubles your capacity to get initiatives across the finish line. Finding ways to leverage your business partnerships for the greater good is powerful.” Alliance Residential Company allresco.com Community Tire Pros & Auto Repair communitytirepros.com Crowned Free crownedfree.com GoDaddy godaddy.com Goodmans Interior Structures goodmans.com
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