Corporate giving is big philanthropic business. Last year over $18.4 billion was given to the nonprofit and philanthropic sectors.
Do you want to know one of the things I love most about what’s happening in the world of doing good?
I like the fact that the old ways of doing things are going out the window.
I like the fact that nonprofits are not the only ones in the social good game.
I like the fact that donors and Millennials are pushing every type of organization and business to make a social impact and be socially responsible.
That’s good for the world and humanity can use a lot of positive energy right now.
It doesn’t matter if your business is a local pizza shop somewhere on Main Street, USA or you’re the CEO of a multi-national company worth billions of dollars. There are good reasons your company should align social good with your business strategy.
Giving Back Improves Your Business’s Reputation
Reputation is everything. It takes years to build and seconds to destroy in this transparent world. A day goes by in what seems like seconds and we’re living at warp speed. Technology has allowed for vast amounts of information to go around the world in moments. People know the good companies and the bad companies that don’t do anything for anyone else but their own pocket.
Something that happens in one country is known in moments at the other side of the planet through social media platforms. What does that mean for your business? It means that people are sharing and conveying information, unlike anything that’s ever existed in all of human history.
When a business does good, people know it. The community and customers are much more inclined to do business with a socially responsible company rather than one that is all in it for profit only. Corporate philanthropy helps you raise your brand’s reputation.
Transparency and Honesty Are Key Drivers
Many thought the “Mad Men” series was great. But, friend, those days are over. The days where executives are sipping drinks in their offices and chasing their secretary are rightfully gone. That era was all about ad executives sitting around and figuring out how they were going to make you buy their product. That still happens today, but smart businesses know they have a high bar around transparency and honesty.
Social media and new media have brought a lot of accountability to the business world. Corporate social responsibility helps drive home the point with your customers that you care about society as a whole. You respect the world you live in. You see your business as a contributing member of a whole network and global community. And, you believe in operating transparently and with honesty. You’re not cooking something up in the back room like in the old “Mad Men” days.
Corporate Social Responsibility Helps the Bottom Line
Want to know the best way to increase sales? Show you care. Period. The world is dealing with a lot. From diseases to wars, to refugees. There’s a lot of bad stuff happening in the world, but people are thirsting for leadership around positive things that help others and our planet.
Everybody can do their part to be an active member of helping their local community and the planet be a better place. Leading companies have taken a very active CSR stance: Nike, Virgin, FedEx, etc. There’s a simple reason for that. Their leadership around good CSR practices is good for the world. And, if it’s good for the world, it helps them increase their brand’s reputation as a socially responsible company. And, if they can communicate that they care about the world and communities where they operate, more people will want to do business with them rather than their competitor.
Quite simply, business philanthropy is a competitive advantage that every business should be promoting to drive sales.
Business Philanthropy Helps Attract Talent
People want to work for companies that deliver a good atmosphere for work. But, when they go out and speak to their family and friends, they want to be proud of where they work. A business that invests time, talent and treasure in its community allows these employees (who, by the way, are great brand ambassadors) to positively talk about the business.
Have you seen your social media feeds? Check it out sometime. I’m sure you’ll see some of your family members, friends or social media friends talk about and promote their company. They’re not doing that because anyone is paying them to do it. They’re posting and tweeting on their personal accounts because they genuinely want to share with others a good part of their lives–their work lives–your brand.
This helps attract talent. When others see employees who are happy to work at your business because you demonstrate you care, it helps attract other talent.
Author of “Not Your Father’s Charity: How to Dominate Your Fundraising to Create Your Success” (Free Digital Download)
© 2016 Wayne Elsey and Not Your Father’s Charity. All Rights Reserved.