We all hear more than our share of doom and gloom - it is everywhere we turn these days.  And...there is no question that economic times ARE tough.  However, I strongly believe that allowing ourselves to turn inwards, constructing a thick wall of protection to "ride out the storm," and eliminating our community involvement as a supposedly "fringe expense" can and will backfire - hurting not only the communities in which we live, but also our reputations and bottom lines.   Our actions, however small, to support the nonprofits who are working on the frontlines to deal with the huge social issues of the times, can all make a difference. 

 

It is critical, however, not to throw your scarce resources at problems with minimal thought.  Dollars alone have never solved the world's problems.  Instead, it is time to be even more strategic and focused.  Think about the full range of resources, expertise, and connections you have which can help strengthen proven programs offered by the causes you most care about.  Also, how can you share your business savvy and creativity to co-create new solutions?   What is needed now is for each of us to think partnership and win-win action - not "charity" and "checkbook philanthropy."  We are all in this together...it is only by working together that we will find a new way forward.  

Special Report on Corporate Philanthropy - December 3, 2008, 12:38PM EST

Make Giving Part of Your Business Strategy
Use charitable giving to increase sales, lift employee morale--and help out your favorite cause

By Amy S. Choi

"... Once you've settled on a cause, think about the various nonprofits that support it, and ask which would help you best achieve your business goals. "There is a way to be strategic and get business value out of your giving, and still do it in an authentic way," says Susan Hyatt, founder of philanthropy consultant Business Nonprofit Connections. Are you trying to raise visibility? In that case, choosing a small organization to which you can become a major benefactor would be a good strategic move. If you're looking to improve recruitment and retention or to boost morale, canvas employees for their opinions about worthy causes. For those looking to increase sales, it's worth asking if a nonprofit's other patrons might be potential clients...A lot of companies don't know exactly what they're giving, which is ridiculous," says Hyatt. "If philanthropy were a business unit, you would know what you were spending to the penny."   

Then establish some metrics. That means preparing to track what your employees are doing and how much time they give, and the value of in-kind gifts and pro bono services. If you're giving cash, ask your organizations to tell you how they spent your money, and consider the payback. Did you gain greater visibility or any new clients? You don't need to quantify the returns on every dollar spent, but if you don't keep track of what you're doing, it's hard to know the benefits either to you or your cause.  If you've chosen an organization you don't already have a relationship with, start building one by contacting either the development director or the executive director, depending on the size of the nonprofit, says Hyatt. If you know someone on the board, start there. Or, if you want to support a specific program, reach out to the program director. Although the frequency of your contact will vary depending on what kind of support you plan to offer, plan on a minimum of quarterly updates. This will give you a chance to explore future opportunities and evaluate the impact of past giving. "You want to create new opportunities, not show up and deliver a check," says Hyatt.

It's important to start small. As your business grows, or shrinks, you can adjust your giving accordingly. Decide where the donations will come from in your budget, whether it's human resources, public relations, or marketing. Appoint a person in the company to monitor these efforts, making sure that the work is recognized as part of their job duties.

You'll also want to think about how to celebrate your success. There is a fine line between good marketing and appearing self-serving, and the instinct may be to resist saying anything. But remember, most customers want to do business with companies that do good, says Hyatt..."

Read the full article.

My bank, BBVA Compass, launched a new program in 2009 called "The Compass For Your Cause" both to support nonprofit fundraising and grow their customer base.  The concept behind the program was not to ask people to write a check or buy special premium items (who really needs another candy bar??), but to do something they were doing every day already - use their check card for purchases.  

·    Do you have nonprofits you support that could benefit from the "Compass For Your Cause Program"?  Pass the word!  

·    Can you develop a marketing/distribution strategy for a new or existing product or service that could expand your company's exposure to new markets AND benefit local causes?