In the Business of Doing Good:Integrating Philanthropic & Community

Involvement Programs into a Small Business

Presented by Jessica Haynie

December 13, 2011

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Why develop such a practice?

• Adds societal value and fosters healthy communities

• It supports employee recruitment, retention, skill building, teamwork, and morale

• Programs can build relationships with customers, vendors, and suppliers

• In some cases, programs can facilitate the creation of new products and the penetration of new markets

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The data backs it up• 85% polled say a company’s commitment to a social issue is important

when deciding which companies they want to see doing business in their community

• 75% polled say a company’s commitment to a social issue is important when deciding which products and services to recommend to other people.

• 86% of Americans say that when price and quality are equal, they will reward companies that support a cause with their business.

• 81% of corporations use employee volunteering programs as a resource for achieving strategic business goals - up from 31% in 1992.

• 74% of companies surveyed agree that volunteerism increases employee productivity

• 81% of companies view employee volunteerism as directly affecting the bottom line.

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furthermore…• 60% of opinion elites reports boycotting a company’s products

due to negative corporate responsibility news• 69% of Americans say corporate citizenship is important to their

trust in a business• 91% say that they have a more positive image of a product

or company when it supports a cause• 62% said they would prefer to work for companies that give

them opportunities to contribute their talents to nonprofits• 82% indicated that the volunteer activity helps them

develop leadership and other important workplace skills• 93% of corporations surveyed said their volunteer programs

help them improve employee teamwork

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The framework

Mission-basedInvestments of

time, money, products and/or services

create value forthe business, its employees, customers and community

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Traditional mission statements

“To combine aggressive strategic marketing with quality products and services at competitive prices to provide the best insurance

value for customers” - Aflac

“Our goal for Citigroup is to be the most respected global financial services company. Like any other public company, we’re

obligated to deliver profits and growth to our shareholders. Of equal importance is to deliver those profits and generate growth

prosperity.” - Citigroup

“Our goal is to position Zappos as the online service leader. If we can get customers to associate the Zappos brand with the

absolute best service, then we can expand into other product categories beyond shoes.” - Zappos

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Mission statements that go beyond the business

“To inspire and nurture the human spirit - one person, one cup and one neighborhood at a time.” - Starbucks

“Building community by illuminating organizations and businesses working for a greater good of our community, humanity, and the

planet.” - Firefly Innovation Group

“To operate the Company in a way that actively recognizes the central role that business plays in society by initiating innovative

ways to improve the quality of life locally, nationally and internationally.” - Ben & Jerry’s

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Identify Your Philanthropy

• What causes or social issues are you most passionate about? Do any directly intersect with your company?

• How can you create a meaningful benefit to society that also adds to your company’s bottom line?

• What can your company offer to make the world a better place?

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• Write a check or perhaps it’s a % of your sales or profits• Put out a specific request for proposals • Create matching grant program for your employees• Create a dollars for doers program for your employees• Allow employees to donate paid time off• Allow employees to have giving payroll deductions• Give away scholarships to employees or the community• Ask your suppliers to match your gifts• Get customers involved by letting them select which

nonprofits will be supported• Sponsor an event

Examples of giving money

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Examples of giving time

• Skill-based vs. non-skill based volunteering• Allow your employees to take paid volunteer time off• Grant service sabbaticals for your employees• Establish a day of service your employees, vendors,

and customers• Promote both individual and team volunteering• Join a Board of Directors• Consider venture philanthropy

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Examples of giving product/services

• Can you provide pro-bono or discounted services to either a nonprofit or to an underserved population?

• Can your products benefit a nonprofit or an underserved population? Offer at a discount or even for free.

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Other examples

• Do you have extra office space you could offer to a nonprofit organization at low or no cost?

• Do you have a conference room that nonprofits could use for meetings?

• Create employee giving drives• Join giving groups specific for businesses (i.e., The

Entrepreneur’s Foundation, 1% For the Planet)• Can you donate unused office supplies and furniture?

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Business Goals

• Getting new customers by penetrating a current market or growing into a new one

• Developing a new product or service• Being identified as a community leader• Branding• Employee or contractor recruitment/retention• Skill building, teamwork, or morale in the

office• Customer loyalty/retention

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Turn philanthropic strategies into business strategies

• Ask yourself: How can this philanthropic strategy help me accomplish this business goal?

• This isn’t just a piece of the business, this should be integrated in all aspects of the business

• Create a people-based or mission-based business model

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By creating a synonymous relationship between society and business, you are creating a

harmonious balance that can create a world of sustainability.

Are you in the business of doing good?