Giving

by Roger Pynn

By the nature of our business we are often involved in helping clients create meaningful strategies for charitable giving, community involvement, sponsorships and the like, so it was no surprise to see the 2015 Community Involvement Study from the Corporate Citizenship Center at Boston College report that more companies are focused on enlightened self-interest.

The thirst for corporate support – whether in the form of philanthropy or sponsorship – has never been greater.  And regardless of a company’s status (public or privately held), sales volume or size of employment base, there has never been a time when its community involvement will contribute more to its bottom line.

Nowhere else on earth is philanthropy (personal and corporate) so important.  In other countries, social support is far more likely to come from government than from the generosity of individuals, families and companies.

Having a clear and well-communicated strategy for your giving as a company is critical for a number of reasons, but two stand out:

  1. Because it will attract opportunities to give, rather than a constant flow of requests unaligned with your business objectives; and,
  2. Because even those you cannot help will become aware of your good work and more likely to share your story.

The Boston College study notes that “community involvement contributes to key business goals including improved reputation and the attraction and retention of employees.”  I can’t think of two more important reasons than to make a commitment to a clear strategy for corporate involvement a major New Year’s resolution.

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