We all know that giving back is a great way to make an impact on the world around us. We feel good about making a difference.  But doing good can also help your company’s brand reputation, as consumers are actually more likely to do business with companies that are associated with philanthropic activities. Companies have realized that philanthropy gives consumers an added value—while helping to grow their brand at the same time.  

You might ask: “Where do I start?” Good question:


Step 1: Pick an issue


Think about what best aligns with your mission statement. What cause is in your sweet spot as a business? Look to causes connected to your customers. Think about the demographics of your customers. Ask your employees what causes they are passionate about and they will be most likely to support.

Step 2: Start small


Even if your company is small, you can still make a difference. Don’t be deterred if you’re unable to launch a giant philanthropic effort from the start. Even small actions lead to something bigger. You can still build your company’s reputation as being philanthropic no matter what the size of your participation.  

Step 3: Remember that giving doesn’t always require cash


In addition, to cash donations, contributions of time, expertise, social networking campaigns and other resources can be invaluable to a non-profit.

Step 4: Integrate philanthropy with business practices


Don’t make philanthropy something you do after the business day ends – integrate it into your business operations. Donate a portion of your sales for a designated time period or take on a recycling project in your office.  Strategic philanthropy is a powerful way to combine your business with your desire to help others. While you are being helpful and working for common good, your business is also receiving parallel benefits.

Step 5: Spread the word


Get attention for your good work. You want your employees, clients, community to know what good deeds you are doing. When you publicize your efforts, make sure to focus on the charity and the results. And don’t forget to celebrate your efforts with your team.

There are a number of ways that philanthropy is good for you, your employees AND your business. Here are just a few: 


• Giving promotes personal growth and self-esteem.
• Employee volunteer programs are inexpensive ways to add to your benefit package and are attractive to job seekers.
• Philanthropy increases employee morale.
• Charity builds your brand image and increases loyalty to the company.
• Philanthropy expands your staff’s skills by allowing employees to take on leadership roles.
• It increases productivity by helping to give employees solid work-life balance.
• It provides networking for future business.

Need some proof? Look at these findings from the 2010 Cone Cause Evolution Study:

• 83% of Americans wish more of the products, services and retailers they use would support causes.
• 85% of consumers have a more positive image of a product or company when it supports a cause they care about.
• 90% of consumers want companies to tell them the ways they are supporting causes.

—Colleen Robbins, Dir. of Development, Creating IT Futures Foundation

  To find out how to get your business involved with the Creating IT Futures Foundation, please contact Colleen at:
crobbins@comptia.org, (630) 678.8335.