3 EFFECTIVECORPORATE

PHILANTHROPYTIPS

TALIA RAMOS

W W W . T A L I A R A M O S . C O M

While corporate philanthropy provides a new, moremeaningful layer to any business, many companies havetrouble crafting a single focus message to both theiremployees and the community in which they operate.Effectively making a difference in the community with theappropriate marketing tactics, face to face time, and ways tohelp the people around you can be a daunting task. To helpboth you and your company in the process, take the time tothink about the below ways to guide the way to philanthropicsuccess.

Matt Tonello, of Harvard University, explores how corporatephilanthropy programs can add value and meaning to thecompany’s overall brand, while also strengthening local tieswith community members on a more personal level. Tonellostates that with an engaging mission statement and a welldesigned program, these CSR programs can provide saidcompany with a certain competitive advantage.

“For example, charitable contributions can increase the namerecognition and reputation of a brand or company amongconsumers. In addition, corporate support of local causesimproves the quality of life in communities where thecompany does business.”

COMMUNITYINVOLVEMENT

Getting involved in the community with some personal face toface volunteer time is the best way to understand the needsof the people in your community and foresee their changingneeds in the future.

A great example of a philanthropic organization that has donethis is called the “Park West Foundation,” which is currentlyworking with the autumn de Forest to provide art supplies toschools with the national Turnaround Arts program. Together,they have even sponsored museum exhibitions around thecountry, offering a public forum where children of all ages canlearn and experience the power of art.

THE DOLLAR ONLYGOES SO FAR

Identifying alternative ways your company can contributeto a cause or charity will create a long lasting impact. Someexamples of this include employee workdays, free services,and half day volunteer days to make a positive mark in thearea.

KNOW THE PEOPLEYOU’RE SERVING

Deciphering the age groups that you are helping will guideyou in understanding how to most effectively aid them. Onehuge mistake that companies make is to apply the samemarketing tactics to different generations they are workingwith. As each generation speaks a slightly different culturallanguage, conducting some research beforehand is the bestway to approach the situation.