The American Express study shows that businesses of all sizes support their communities. These companies impact their business at the same as they give. Traditional benefits reaped through philanthropic involvement include enhancement of corporate image and reputation, positive customer purchasing decisions and client loyalty. In other words, charitable involvement supports marketing and increases exposure at the same time it improves the community. Corporate giving also impacts companies by directly improving their business environment, solving problems in their region and increasing integration of a business into its community.
Today many organizations use the “triple bottom line” to gauge their success. The triple bottom line consists of sustainability measured in three areas: profit (the economic benefit to the surrounding community), people (the fair and favorable business practices regarding labor and the community in which the company conducts business) and planet (the reduction or mitigation of environmental impact). Engaging philanthropically in the local community enhances a company’s triple bottom line by increasing economic value, improving environmental consciousness and enhancing social responsibility.
According to Rhona Sen Hoss, executive director of the Foundation for Vancouver Public Schools, companies in Southwest Washington “support programs that make lives better because they are engaged in the community and are good corporate citizens.” Instead of supporting a few key charitable causes, Southwest Washington businesses support different causes at different times. Sen Hoss explains, “We are not a single cause community. Everyone gets a turn to be highlighted, and everyone rallies around different organizations at different times.”
There are unlimited ways for businesses to contribute to their community, many of which do not require significant financial resources:
- Giving employees release time to volunteer with a local nonprofit, school, or event;
- Mentoring a student or an employee of a nonprofit organization;
- Collaborating with a community organization to give input to programs or solutions;
- Sharing specific expertise including legal, financial, marketing, strategic planning skills;
- Donating in-kind resources, such as loaning tools or equipment or repurposing excess materials.
We are fortunate to live in a generous community where much has been made possible through the munificence of the companies around us. Arts, education, healthcare, environment, social services – in all of these areas and more, Southwest Washington thrives in ways it could not without business support. The companies who give deserve a resounding “thank you.” Those who have not given before can start small – volunteer a few hours, mentor a youth or sponsor a charitable initiative. Once the organization experiences the benefits of investing in its community, it will likely keep giving and receive in return.
Michelle Giovannozzi is the director of Corporate and Community Partnerships, Clark College Corporate Education. She can be reached at mgiovannozzi@clark.edu.
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