We all know that company charitable giving makes a difference,
some how, some way. Donations that count, charities it supports,
people it helps. Besides, it's just a good thing to do. Right?
Well, right but to the extent that it's really making an impact
in communities and making a difference for companies. As a
business owner, when you started your business, you probably
weren't prepared for making charitable contributions a part of
your business plan. Let's face it, you were putting in countless
hours just to start your company and no one ever really prepared
you for the fact that sooner or later you would be trying to
find a way to handle many donation requests. In the past year,
your company more than likely gave to various charitable causes
through either checks or donated products and services. The
question isn't, did you give? Rather, the question to be asked
is why you gave? Perhaps you were either asked by a good friend
and you couldn't say, "No", or you had a personal connection
with the cause, or you had enough money left over in your budget
to give, or if you didn't give it might reflect negatively on
you and your company.
All of these may seem like good reasons, but the fact is they
are not the best way your company should be making decisions
about its giving. What you gave, how much you gave and why you
gave are critical questions that should drive your decision
making. Why are these questions critical? Because it is too easy
to write a check, donate items or volunteer a little time. It's
really about building a deeper connection between giving and
your company. It's about making a commitment to being a part of
a community and changing lives. It's about improving a community
for all to live and work.
Key questions to know if your company needs to refine or revamp
its giving include: Is your giving somewhat unfocused and "it's
a good thing to do" describes how you give? Do you often get too
many requests and there is no strategy to handle them all? It is
sometimes difficult to follow up with organizations to monitor
the success of your giving? Is there an uncoordinated and
reactive part of your program? Do you get results for your
company for gifts that are made? Is your giving budget depleted
in less than 10 months? Do you often give a "little" to a "lot"
so you can "help out the most charities possible?"
If you answered yes to these questions, your charitable giving
isn't making the difference you may think and you really are
giving your money away. Sure your heart is in the right place,
but this is about company giving. Charitable giving programs
should be managed and measured just like every other aspect of
your business. Giving matters most when it's planned and
focused. Giving makes a difference when it creates an impact and
results for both the community and your company. You may be
thinking that isn't very charitable-minded-- for the company to
get results from its giving. In fact, without results for the
company, you will not know how effective you really are. The
outcome must ensure results, changes, and impact. This cannot be
accomplished by a "checkbook charity" approach to giving. It's
about having a strategic approach to giving. Strategic
philanthropy for companies is a way to get an understanding of
the causes and social issues adopted and designing a program
that ensures the cause initiatives are aligned with business
goals. This translates into programs that really do make
community and the bottom-line impacts.
About the author:
Maggie F. Keenan, Ed.D., is the Principal and Owner of
givingadvice, a firm that develops giving programs for
corporations and foundations to create both community and
bottom-line impact. Email: maggie@givingadvice.com or Visit
www.givingadvice.com
