The case for businesses to consider a philanthropic giving program, whatever the size or scope, has never been stronger.
Is there any question that if given the choice, 99 percent of the workforce would prefer to be affiliated with organizations that give back to the communities where they are rooted? What are the chances that a customer, confronted by the decision to buy from an organization with a reputation for giving and community involvement, or a second more aloof and disengaged, wouldn’t rather buy from the first? And how far out of the way would we go as customers, to patronize a business that we view as a good citizen? And how long does a brand advantage like that keep us coming back?
When the subject of volunteerism, philanthropy, or mentoring comes up at the neighborhood holiday party or summer cook out, are there very many of us so modest or disconnected that we won’t speak in positive, even glowing terms about our company’s commitments and good works, up and down the chain of command? How many of us wouldn’t share our own experiences with giving back, should our employers be far-sighted enough to make options to contribute meaningfully available? Come to think of it, wouldn’t some of us lead the conversation, eager to tell our story, and share our experiences with giving back?
Whatever you call it, and however we do it, giving is good business. And more and more, it is clear that businesses, and their engaged workforces, can be catalysts for the change that we all want to see in our communities. We hope that when it comes to how you might deploy your money, and your time and focus to a giving program, that this year’s Giving Guide will prove a useful tool. In it you will find great organizations that serve our market in many ways, and however your company chooses to express philanthropic efforts, you will likely find partners here whose missions and visions are highly resonant with your own.
Enjoy!
Joe Zweibel
President and Publisher
Hartford Business Journal
Click here to read The Giving Guide: 2015
