Giving Back: Good For The Community And Good For Business
August 1, 2008 · Print This Article
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During the season of celebration and family traditions it´s an appropriate time to remind ourselves that it´s important, not only to worry about the company profits but also to give back to the local community.
And you don´t have to be Bill Gates and Microsoft Corporation to do it.
Almost any size organization, with or without a philanthropic budget, can find ways to "do good." But the following story is the best recent example I´ve heard of "doing good."
If you owned a landscaping design firm and garden center, you could follow the lead of Ken Warfield, owner of Living Landscapes, located in Barnegat, NJ.
A local school principal called Warfield as well as other area businesses looking for some donated mulch to put in the school´s courtyard area where students had begun a garden with donated plants and seedlings a few years prior.
Warfield said, "Sure" without hesitation, noting that he would donate the entire amount needed and went to the school to measure the area for the amount of mulch that would be necessary.
He was dismayed by what he saw when he viewed the disheveled appearance of the courtyard. It was badly in need of serious landscaping repair.
A day or so later, when the school had a half-day session, Warfield packed up seven trees that when blooming will provide a canopy of white and red flowers, some other plants, materials and supplies from Living Landscapes and showed up at the closed school with a small crew to work some magic.
When the principal saw what Warfield had done, he was completely overwhelmed by this selfless gesture from a local business owner.
The school principal not only expressed his gratitude to Warfield and Living Landscapes; he contacted two area newspaper editors. They promptly sent out photographers and reporters to interview the principal and Warfield.
The story and schoolyard transformation appeared in both local newspapers.
Warfield is a little embarrassed by all the hoopla and attention since he just quietly, on his own, decided to make a difference in the lives of local schoolchildren.
It was something that he wanted to do and could accomplish with a few hours of hard work, the donation of some trees and a little of his heart.
The fact is that this event will probably pay off royally for Living Landscapes in increased name recognition in one of the firm´s primary market areas.
Editorial coverage of good deeds such as this one can exercise significant positive influence on an organization´s image.
Firms spend major amounts of their marketing budgets on branding, focusing their efforts on creating attention-getting logos and taglines, hoping that it will keep their names and products in the forefront of their markets´ minds. Living Landscapes accomplished the same thing unwittingly just by giving back to the local community.
Here are a couple of other ideas to get you thinking.
If you own or work for a multimedia services company, perhaps you could donate equipment for an evening entertainment event that supports a local hospital, nursing home or children´s daycare center.
Or you could assist a local, community theater that´s struggling through the setup of its sound system. A technology consulting company might offer their old computers, servers and networking expertise to a local inner city school system.
If your business expertise lies in marketing or public relations, you could volunteer your time with a local nonprofit agency such as I do with an organization that provides services for victims of domestic violence and sexual assault.
I support the agency´s staff in developing communication strategies and sometimes provide input to their publications and promotional campaigns, maintain their website and serve on their Board of Directors. It takes only 10 hours or so a month and makes me feel good.
During the holiday season when business may slow down and you have the opportunity to plan and package your new ideas for the coming year, why not spend a little time brainstorming about some ways to support a local organization?
You´ll feel good about yourself, help your local area residents and just maybe strengthen your company´s image in its marketplace as well.
Kelly Griffin can be reached via email or at http://www.kellygriffin.com/.
Kelly Griffin is a communications generalist who thrives on a good challenge and tight deadlines. With an extensive background in both business to business and consumer marketing, there are few projects beyond her capabilities. An expert in the development of collaterals and the management of creative and sales teams, Kelly, along with her team, has received over 50 national and regional awards for projects, writing, and promotional campaigns.
Spare time is devoted to volunteer work with Womanspace, Inc. in Mercer County , NJ, an agency that provides services to victims of domestic violence. A member of the Board of Directors for years, Kelly is immediate past president of the Board and chairs the Planning and Development Committee as well as being a member of the Executive and Outreach Committees.
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