Recently at APR, we’ve met with a couple of high-profile clients who are working on launching charitable programs. It has been exciting working with these folks to create programs that will help make a difference in the lives of others. This kind of charitable work can make you feel pretty good about yourself at the end of the day.
Charity work, donations and projects are a very important part of a business’ identity, and therefore its brand. Here in Savannah for example, the annual United Way campaign is used as a barometer by many when identifying who to do business with. Those who participate tend to see more business.
I do think these guidelines are important when choosing what charitable endeavors to undertake with your business:
- Local First – There are so many worthy causes that can be supported these days, but it is important to start in your own community. It’s likely you can find a local chapter for a national organization you are looking to support.
- Know where your efforts are going – Do your research – especially when making contributions. Make sure the organization(s) you are benefiting are legitimate and efficient with donations they receive. If you are starting your own foundation, be transparent.
- Choose something you are passionate about – Make sure the cause you are working to support is important to you. It will make you work harder.
- Your primary goal must be giving – As stated before, you might see some business benefit from charitable efforts, but that cannot be the reason why you do it.
- Be prepared to devote the same time and energy you would to any other project.
So tell us, what does your company look for when deciding what charitable efforts to support?
