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The Changing Role of Corporate Philanthropy
Thanks to a strong economy and robust business profits, corporate philanthropy is experiencing a big upswing, yet there are fundamental changes taking place in how and where companies are directing their money.
According to recent reports from Giving USA, corporate giving (including cash and in-kind support) totaled $13.7 billion in 2005, an increase of 22% over the previous year. A significant part of the jump reflects growing support for relief efforts during natural disasters such as the tsunami in Southeast Asia and Hurricane Katrina’s onslaught on New Orleans and its environs. Corporate philanthropy experts say one of the biggest shifts in giving they are seeing is a move offshore – giving money to international causes, many times in places where companies are expanding.
Internationally and domestically, companies are aligning their giving with their living – tying themselves to causes and locations that dovetail more closely with their business strategies. Pharmaceutical companies, some of the largest donors in 2005, dedicate their dollars to treating illnesses in developing countries, for example. Similarly, Citigroup dedicates much of its giving to education, to strengthen communities where Citigroup businesses operate. As part of a shift to be more strategic within their philanthropy, “companies are focusing on a handful of causes and trying to make a real difference by making bigger contributions to those causes," says John Vogel, Associate Director of Dartmouth’s Allwin Initiative for Corporate Citizenship, "particularly those that may offer a strategic benefit.”
Yet companies are being judged – internally and externally – in so many ways beyond corporate giving, say experts. Investors, customers and employees also want to see a company’s community involvement; they actively seek this information when comparing a firm to its business competitors. For companies, it means that, in addition to dedicating financial resources to issues tied closely to strategic objectives, they must also look for local community involvement that reinforces their commitment.
Because of the diverse work and in depth approach Kids in Crisis provides to families and children in Southwest Connecticut, the Agency is able to provide businesses with unique ties to several philanthropic issues, including education, the importance of preventive medical care, dealing with homelessness, and combating violence at home and at school. “Working with Kids in Crisis and allows businesses—large and small—to provide support that reinforces the ‘think globally, act locally’ philosophy,” says Shari L. Shapiro, Executive Director of Kids in Crisis. “Both financial support and volunteer support provide a distinct, meaningful link between a particular corporation, its key audiences and its strategic cause.’”
Be-Cause It Makes Business Sense
As cause-related marketing expands as a business initiative for many firms, a way of tying together business objectives, employee interests and community needs, Kids in Crisis continues to partner on some of the most innovative, visible programs in the area. Proceeds from summer’s “KIC It…Into High Gear Triathlon” raised more than $125,000 from participants in this year’s Nautica New York City Triathlon, each of whom secured corporate and individual pledges to raise this record-setting amount, the second largest sponsored team in the event.
Developing innovative retail partnerships is next up for Kids in Crisis, as individuals and families embark on the busiest gift shopping season of the year. In late November, Saks Fifth Avenue, Greenwich, will kick off an exciting new holiday promotion to benefit the programs and services of Kids in Crisis. The store will begin offering a specially-created, beautifully packaged box of fine, hand-crafted chocolates by Schakolad Chocolate Factory in Stamford; one hundred percent of the sales will go directly to Kids in Crisis. Additionally, a percentage of all retail sales from November 25-28 will be donated to Kids in Crisis. “Kids in Crisis provides a tremendous resource for families in our area communities,” noted Billie Messina, General Manager, Saks Fifth Avenue, Greenwich. “Working with the team at Kids in Crisis, we’ve been able to create a multi-faceted program that will both educate and inspire our customers to get to know and support the Agency.”
Not far from the Saks store in Greenwich is the recently opened Pure Salon Aveda on Mason Street, a key component of Aveda’s fast-growing Retail Experience. In late summer, salon personnel visited Kids in Crisis to understand the programs and services provided to families throughout Fairfield County. Seizing on the link between the inspiring environment at the Salon and the nurturing environment at Kids in Crisis, Salon owners quickly earmarked proceeds from retail sales to benefit the Agency. Throughout the month of December, 30% of salon services, including blowdrys, styling and manicures and pedicures – as well as 30% of selected Aveda candle sales -- will be donated to Kids in Crisis. “We were moved by the comfort Kids in Crisis offers its families and children and we immediately knew that there could be a direct link with Aveda’s product positioning of comfort and healing,” said Maryann Popovic. Pure Salon Aveda is already providing help to Kids in Crisis – they have offered free haircuts to all kids staying at the Teen House and Crisis Nursery.
Restorative in a different sense, Yama Yoga Center in Stamford is giving practitioners a chance to feel good about themselves – and support Kids in Crisis. Yoga students who purchase an unlimited yoga package through year end will have up to 30% of the proceeds dedicated to Kids in Crisis.
Back for a successful Ninth year cause-related partnership is the highly successful Splash Car Wash chain, led by business executive Mark Curtis. Customers who purchase Splash gift cards this holiday season will have 5% of their gift card proceeds donated to Kids in Crisis. Since teaming with Splash in 1998, Kids in Crisis has received more than $38,000 from this effort. “Having seen the great work Kids in Crisis does first hand, Splash is only too happy to help them provide this haven for families in need”.”
Supporting a cause related program for Kids in Crisis can even be as simple as turning on your computer, something we all
do everyday. Kids in Crisis has been accepted into the GoodSearch program, a new search engine that donates half its
revenue, about a penny per search, to the charities its users designate. Interested Perspective readers should visit
www.goodsearch.com and enter Kids in Crisis as the charity of choice. With donors and volunteers using GoodSearch
at home and at work, good works are just a click away.
Did You Know…?
- Kids in Crisis has helped more than 72,000 Fairfield County families and children since 1978.
- Last year, more than 7,750 children were helped, including 647 who received intervention and counseling services, and 112 who children stayed at the two temporary facilities at Kids in Crisis.
- Kids in Crisis runs one of the region’s largest, most successful abuse prevention programs, called SafeTalk, offered free of charge to any interested elementary school or age-appropriate community organization.
- The Kids in Crisis campus houses a complete, standalone medical facility, the TLC Health Center, where children receive preventive and emergency medical treatment.
- Kids in Crisis has a full-time Educational Coordinator who provides specialized evaluations and educational plans. She also partners with the Greenwich Board of Education to provide an in-school educational program, STEP, for children who cannot return to their local schools.
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