Almost every business owner has a passion for some social issue that we know we can help to make a difference. Your cause may be illiteracy, breast cancer, the environment or hunger. There are so many causes and the desire to help a lot of them can be overwhelming. Realistically, you know you just can’t help them all. So, what do you do and where do you begin?
Most of us start our business putting in countless hours with little financial return for the first few years. Spending time away from core activities of your business just isn't a priority, like going through donation requests or returning calls for donations. But no one ever really said to you, "Hey this is how to create a giving program that works."
I know about the owner of a small communication company who works tirelessly taking new orders, making sure technicians are in the field, handling crises, hiring new sales persons, then, exhausted and burned out, she would let the stack of donation requests pile up. She would literally wait until December to handle them all. Frustrated and tired of reading requests, she realized one day that she'd have to do something different if she really desired to make a difference.
It's at this point you must make a decision. Most of us try to be the good neighbor to charities. But you simply can't. The problem is there are things you MUST DO to truly create a successful business giving program. If certain systems are not in place then you really don't have a business giving program at all. Below are some key indicators to let you know if you are making a difference. And making a difference means you are effective with how you give and what you give.
Here are Six Indicators:
1. Your giving is purpose-driven. Giving is a good thing to do. But, as a business owner you need to align your giving with your values and your business's values. As a small business you may be thinking that you are your business so how can the two be different. But, in some ways they are. When your giving is not purpose-driven, it is unfocused and reactive. And this is a sure way for your giving not to help build your brand or build cause-related connections.
2. You have a business giving plan. Jotting down donation requests on a legal pad doesn’t count. Using sticky notes don't count either! You have to take the time to create and follow a written business giving plan, just like you do for your marketing. A plan allows you to become effective with the resources you give, and by giving you the tool to measure your success each year.
3. You have a giving budget and leverage business assets for giving. Writing a lot of checks are you? $25 here, $75 there and not balancing it against a giving budget! Oh, you don’t have a giving budget! This is an absolute must. You need a budget for your giving even if it's a small one. Keep in mind that business giving is not all about money! As a matter of fact, small business owners should have a well leveraged giving program.
4. You give to fewer charities. Giving smaller size checks to as many organizations you can actually waters down your giving impact. This goes back to being unfocused and reactive and you are missing a key ingredient giving success. A well focused program leads to business success and charities will thank you for it too.
5. Your communication is clear. You have to have a way to say no to charities that ask you for donations and not feel bad about it. You can't be all things to all organizations. It's impossible. If you are saying yes to just about anyone or any friend that asks you to make a donation from your business, this will leave you feeling depleted and awful because you know that you just cannot make the donation at the time and you don't want to say no. Having a communication plan in place to address this situation alleviates any regret or from feeling badly. Actually, your plan allows you to say proudly and confidently what you do support.
6. You have an accountability system. You scramble to find receipts or letters from organizations that you gave to because your accountant needs them. If this is you, you should have a system for managing and monitoring your giving records. It helps with end-of-year evaluation of your giving.These are just a few of the indicators to know if you are making a difference.
A business giving program that makes a difference for you and the causes you care about most has a solid plan in place, is well managed and measures its giving. If you are someone who desires to have a business that stands for something and makes a difference, creating a business giving program and system is the key to giving success.
Copyright © 2009. Maggie F. Keenan, Ed.D. All rights reserved.
