Volunteering at a homeless shelter for an afternoon or donating $100 to one of your favorite charities will offer a great example for others within your community and make you feel really good.
However, in terms of the social impact and long-term benefits there is a practical limit in terms of what we are able to personally provide to our communities through giving.
However, when thousands or hundreds of people gather and coordinate their giving, such as what takes place as part of a well-planned corporate giving campaign, lasting and great good can be accomplished for a community. The effect is enhanced even further with the CSR program continuing over several months or even years.
Beyond the benefits to the community, charitable giving offers important benefits as well to the business, both externally and internally.
Whenever a strategic CSR program is established by a company, they will start seeing positive results within the commercial world in several ways almost immediately:
Public Relations: The media notices the philanthropic activity of a company. All the fund-raising events and charitable organizations rely on the media spreading the word regarding their work. Therefore, any corporation that has a significant share of the work will receive a heavy amount of coverage by the media.
Social Media: Although some organizations have concerns in terms of potential backlash coming from negative social media comments, a company with strategic corporate giving will benefit from positive social media sharing and mentions. That impact that this type of publicity can have really can’t be overstated.
Reputation: Although it isn’t as tangible as social media coverage or PR, you cannot deny the fact that numerous consumers make purchasing decisions based on how they feel regarding a product or company.
Profit: All the above eventually leads to higher profits as social media and positive public perception feelings influence branding and also purchasing eventually.
When it comes to a corporate charitable giving programs, the benefits are not only external results but internal ones as well:
Employee Engagement: A top priority of every successful corporation is to recruit top-performing employees and do whatever they can to keep them happy. Employee engagement is improved by charitable giving by provides boosts pride with their work, gratitude towards the organization, ethical behavior and productivity.
Morale: With employees happier with corporate culture and more engaged with their work, quite naturally their morale is going to be higher. This results in less productivity and time lost due to lower turnover rates, extended lunches and breaks, tardiness or illness.
Teamwork: The positive attitude in general within the workplace extends to more than the rank-and-file employees. So whenever a corporate giving program is able to bring people together from the different levels within the organization – from the mail room to the C-level – everybody feels as if they are working together towards a common goal. Feelings of effective teamwork extends past the CSR program that influences other aspects of work positively.