Companies Can Give More When They Have Less
A company’s generosity is often judged by a dollar figure associated with its community investment. Reflecting on the best and worst of corporate giving in 2010, CSR experts found that companies who made the “best’ list were actually those who were more generous and effective with a non-financial based committment. Target’s $150,000 donation to Minnesota Forward made the “bad” list. Now there’s an example of a thoughtless, not strategic financial gift that caused more harm than good. This goes to show that it’s not about the money. You can’t buy reputational capital, you have to earn it by doing something.
For instance, take a look at Microsoft’s move to train out-of-work people in technology skills. Rather than sticking to cash contributions, Microsoft recognized that they had something more to offer. In this economy, companies are struggling for cash, but that doesn’t mean they can’t give back. The silver lining in having less money to give is that it forces you to think outside the box and sometimes this will lead you to a corporate giving strategy that is more effective than writing the big check.
Every company–no matter what size— has something to offer the community. Maybe you’re just not sure what it is. This year challenge yourself to find that something more that will reward your employees and the community you depend on to further your mission.
