I cannot remember a time where there have been so many natural disasters – hurricane Maria in Puerto Rico, the earthquake in Mexico, the monsoon flooding in Bangladesh, the mudslides in Colombia, hurricanes Irma and Harvey in the USA and Caribbean, the massive wildfires in Oregon and California and even the flash flooding in the Kansas City area. Couple that with the Las Vegas shooting, there are a tremendous number of people in need.
So, what is the benefit of your organization getting involved in a charitable giving program. There are many and they lead directly to greater profit, positive perceptions, brand choice as well as employee retention and engagement including:
- The organization involved in charitable giving will be noticed by the media.
- The social media response will be positive and your involvement will be shared.
- People make buying decisions based on how they feel about a company/brand.
- Employees feel gratitude and a sense of pride about being part of a giving organization.
- A greater sense of teamwork crosses the organization, influencing many aspects of work.
As an example of a corporation taking the right steps forward, we are wine lovers so we receive e-communications from some of our favorite wineries. Williams-Selyem, located near Santa Rosa and, therefore, in the heart of the wildfires, sent a note out to its customers thanking them for all their questions and concerns and letting them know that the winery, so far, had escaped the wildfires. They went on to share that an employee had lost their home to the fires and each person in the company had family, friends or neighbors experiencing great loss. So, Williams-Selyem was letting everyone know that one of their initiatives is through the Community Foundation of Sonoma County, a 501c3 that supports local Sonoma County charities and has been doing so for over 30 years. They have the ability to get funds where they are needed most, at the individual level, quickly and effectively. Through the local charities they will fund a variety of needs from food distribution to shelter to health services. They have set up an emergency fund called the Sonoma County Resilience Fund. Williams-Selyem is matching donations up to a total of $10,000.
There is so much goodness in giving. Is your organization involved in its community, in its country and around the world? You will be amazed at the positive returns, tangible and intangible, that your company will enjoy.
Susan K Spaulding is an Author, Facilitator, Researcher, Strategist, Consultant, and Coach.
I work with businesses and leaders to take inventory, uncover the possibilities and navigate a path forward. Storytelling is fundamental to learning, teaching, connecting and inspiring.