The Right Perspective for Effective Corporate Philanthropy

corporate philanthropy

Corporate philanthropy is when a company or business professionally engages itself in philanthropic activities. This multifaceted decision is not one to be taken lightly. It requires a detailed plan and careful implementation. Promoting human welfare and goodwill is a social responsibility that should build the reputation of the company and maintain its attractiveness in the labor market.

All of the following generalized ideas require serious commitment from the management of the company. The decision criteria for corporate philanthropy must be clear-cut and well-balanced in what desired outcomes take priority. There are several resources available to help you consult the best course of action regarding the development and execution of your corporate-giving strategy. Custom-tailoring your charitable programs can be done with the help of risk analysts at a consulting firm such as Kirk Chewning Cane Bay Partners located in St. Croix. To fully realize the potential of philanthropy in business, you must incorporate both an internal and external perspective to find an effective balance.

Internal Perspective

With so many different causes to support, you must decide what philanthropic activities best align with the core values and competencies of your company. When under scrutiny, it should always be clear what the company’s mission and overall vision are. Many companies find it difficult to connect their philanthropic endeavors to the core business, making their efforts nothing more than a side activity that shows no correlation to their brand.

To show a more competitive advantage, your initiatives should be focused on the company’s workforce and the unique abilities your departments have.  This distinction should be reflected in the variety of charitable projects your company chooses to pursue. You can boost the motivation of your employees by giving them opportunities to learn how to apply their skills in new business areas. Many employees will appreciate the organization of impactful social events. Even allowing them to volunteer their individual ideas of philanthropy can increase morale. The social issues you raise in the company will bring a sense of purpose and deeper engagement from your workers. As a result, this will build an impressive internal culture where you can take pride in the meaningful ways your company gives back.

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External Perspective

Sometimes, you must base your philanthropic actions on the needs of your community and the marketplace. The actions that are in response to society’s expectations can bring about longer-lasting social effects and greater economic returns. You must show you are aware of the social issues around you and create win-win opportunities for yourself and the beneficiaries of your philanthropy.

Think of which neighborhoods or organizational nonprofits exist around you. Reach out to the leaders of organizations that are addressing the needs of your community. Relate your philanthropy with your consumer base or product line, enhancing your business performance in the long run. Taking a market-oriented approach will help you satisfy and stimulate customer demand. Those who invest in the company will be able to see the clear focus of your charitable activities and how it only leads to solidifying the reputation of your company.

Make the world a better place by wisely engaging the resources both inside and outside of your company. This will become your formula to greater success.

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