This is part three of a three-article series on integrating philanthropy and corporate giving into your business’s culture to increase community involvement and, where it makes sense, to help your company grow.
One of the most important cornerstones of establishing philanthropy in your business is making an authentic commitment to the communities, organizations, and people you set out to help. At our advertising agency, Fingerpaint, we’re always extremely conscious of how our philanthropic commitment is perceived by those in our industry and communities, and we never cross the line to appear self-serving or too quick to talk about our contributions.
That said, philanthropy is often implemented into a business not only because it’s the right way to run a company, but also because it can supplement your business in more ways than one. By participating in charity events, allowing time and resources for your company to do pro bono work, and conducting fundraisers, your commitment to philanthropy can connect you to potential clients, provide further insight into the challenges facing your industry, and give your company opportunities to have a louder voice in whatever space you work in.
The client connection
Our philanthropic causes are sometimes tied to existing or potential clients. By lending our support, we’re often connected to clients who are also stakeholders of the organizations we partner with, and they love to see us go above and beyond. Being involved strengthens our existing partnerships and fosters new connections that can help our business grow in the future, all while giving back to the community in purposeful, strategic ways.
Connecting the dots
As an agency in the health and wellness marketing space, we’re always looking to better understand how patients, healthcare providers, and other industry stakeholders approach different diseases and conditions. By participating in philanthropic events that support many of these diseases, we’re able to build relationships that give us access to the exact firsthand accounts and insights that help inform our work and make it better. Being educated and empathetic enables us to more effectively communicate on behalf of our clients to improve health outcomes, and it is an important part of our work.
Events, pro bono work, and other initiatives aren’t just extra tasks on a company’s to-do list; they’re genuine ways to keep an ear to the ground and stay apprised of all that is going on in the industry. By going beyond writing checks for nonprofits tied to your business and actually participating in the conversations and work they’re conducting, your company can create an authentic commitment to your industry while also doing good in the world.
It’s my belief that using a company as a vehicle to impact causes that are truly important to your community will help your business be that much more successful. Learn more about my approach to philanthropy, business, and more on my website.