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In 2017, corporate giving increased by over $20 million from 2016. Approximately 30% of all the giving to nonprofits happens in the month of December. As we’re in the midst of this traditional season of giving, let’s look at the variety of ways companies are contributing to nonprofits and what benefits they reap from their generosity.
Volunteer Hours Develop Your Human Resources
Contributions to nonprofits don’t have to be monetary. Many businesses support nonprofits with volunteer hours from their employees or pro-bono services. Apple, Google and Expedia, among others, offer volunteer grant programs. This means the corporation will donate funds to the nonprofits where their employees volunteer on a regular basis. Of the companies surveyed by Nonprofits Source, 60% offered paid time off for employees who volunteered time at nonprofit organizations.
Companies that provide workplace volunteer opportunities for employees noted several benefits. These volunteers tended to feel more loyalty to and appreciation for their employers. Workers who volunteer also tend to develop more leadership skills through the process.
Sponsorships And Product Donations Build Your Brand
There is never a shortage of sponsorship opportunities within a community, nationally and globally. Goodwill, which has been around for over a century, offers sponsorships for as little as $300 and up to $50,000. School and college activities, community organizations, special events and individual competitors all offer several levels of sponsorship to businesses willing to contribute to their cause. When community members see your name and logo on the high school theater bulletin or displayed on the sports stadium for the college, it immediately connects your business with support for local education.
Providing donations of products or services for charitable auctions, again, says your company has a heart of compassion and community support. The Nonprofits Source statistics showed 90% of responding businesses believed their support of reputable nonprofits enhances their brand.
Matching Funds Are A Big Win
A significant amount of corporate giving is done through matching funds programs. Statistics show both nonprofit recipients and individual donors appreciate this type of support. The majority of contributors say they are more likely to make a donation (and a larger amount) if they know their funds are being matched. The added incentive provided by matching funds (usually during a limited time frame) gives nonprofits a stronger marketing platform than usual.
For decades, United Way has been one of the most common charitable giving opportunities where employers have offered matching funds. The organization makes it easy for donors to give to multiple organizations, either local or global. Many employers offer payroll deductions for simplified giving to show their support for the charitable giving of their employees.
What’s Good For The Community Is Good For Your Business
The use of the word community has broadened in its connotation in the last few decades. With global communication and interconnectedness, community no longer is limited to the geographical area in which a person lives. It encompasses that and much more. We now have a global community we are concerned about, as well as those within a day’s drive. This is especially true of the younger generations. They tend to see themselves as global citizens.
This attitude and sense of responsibility carries over to our charitable giving and our social expectations for the business community. As businesses work hard to establish a brand identity, social responsibility and charitable support need to factor into who we say we are. More than that, it needs to be backed up with tangible actions. In what ways is your business demonstrating its commitment to the good of humanity?
December 27, 2018 at 08:00AM
Forbes – Entrepreneurs