Corporate charity has different goals, tools and funding sources. Generally, it works to bring good into the world and get marketing benefits for your company.
One of the main ideas is to give the client the opportunity to show their best inner person and become a mini-philanthropist in the easiest way. For example, when paying at the cash desk, the purchaser can donate the change to a charity fund for treating children in the oncology department of the regional hospital. Thus, you can remove the decision-making barrier for participation in charity. A donation for good deeds not only involves the client in charity, making him more pleased with himself, but also gives him the opportunity to purchase practical value goods for himself.
Another great idea is sponsoring as a form of opening a charitable foundation. The implementation of such projects makes practical sense. With their help, the company forms a reputation capital through the PR effect on its target audience.
Corporate sponsorship charity programs systematically solve several important tasks at once. Firstly, corporate sponsorship is the basis of the implementation of specialized projects that are ideologically close to the company. For example, as part of a corporate charity program, you could implement an educational project, in order to develop vocational education among adolescents and youth, or vocational guidance and the training of young professionals.
Secondly, corporate sponsorship can help the company become a socially responsible market participant, thus forming the perception of a healthy business for the society. For example: an enterprise can start an environmental project on greening the urban environment in cooperation with the municipal administration.
Now what about the real roads you can explore?
Traditional charity formats include:
- Fundraising - the collection of voluntary donations, in cash or in another form, to charitable activities organized by the company itself;
- Sponsorship - the provision of resources in cash and in another form to a non-profit / charitable organization to support its activities (for example, charity events);
- Grant management - an increase in the employee’s charitable contributions from the company’s funds or the provision of funds to the employee so that he donates them to a non-profit organization of his choice;
- Endowment - a collection of donations for a nonprofit organization that are given to a company to finance the charter activities of the nonprofit organization.
Think about what you do, and choose the charity format that best suits your business.
By creating a platform for corporate charity, you are guaranteed to receive the support of around 80% of staff, partners, and clients. In addition, remember that the audience of philanthropists consists of quite mature people with developed values and formed needs. This means that by creating a corporate charity platform, you’ll get effective marketing communications with customers and staff at a low cost.
To cut a long story short, you should understand that socially significant activities have a positive effect on the financial performance of any organization in the long term, due to the development and retention of employees.
So don’t ever think that charity is not for you, because you never know how it might save your company at a crucial business turning point!
