Incorporating Philanthropy into Your Brand

Businesses and nonprofit organizations are now working closely together. Many companies strive to promote philanthropy in as many ways as they can. Employees are encouraged to volunteer on the side, entrepreneurs are hosting fundraisers and a lot of money is being raised as a result. There are numerous ways to incorporate philanthropy into the business’s brand.


Include Donation Options With Purchases


Every active consumer has noticed when an online or in-store purchase includes the option of donating to a select charity or nonprofit organization. Sometimes, there is a list of charities to choose from, but no customer is penalized for not donating.

In a store, a donation box should be placed on the checkout counter. Most donations are small and cost less than one-third of the total purchase. The low cost is intended to persuade many people to donate, which adds up the total collection cost.


Make Once-a-Year Donations

A business that is serious about philanthropy should make annual donations to their select charities. The timing of the donation is not as important as long as it’s done at least once a year. In April each year, they can expect to receive major tax deductions for their generous donations.


Include Charity Logos on the Website

Many businesses place the logos of their favorite charities and nonprofit organizations on their websites’ homepages. They want to tell every customer and partner about the causes they support. Tying the philanthropy’s brand into the company’s own brand shows how serious the business is about being humanitarian.


Promote Volunteering

If the business owner believes in a certain cause, he or she should get everyone else to believe in the same cause, too. The best way is to promote the act of volunteering. Employees should receive incentives for volunteering with certain charities, such as overtime pay or an increased number of sick or vacation days. Some businesses host fundraisers and other special events when they encourage everyone on staff to go out and volunteer.


Small businesses and corporations like to donate billions of dollars to charities each year. Philanthropy is nothing new, but the methods used to promote it have changed in recent years. Today, business owners are finding it easier to create a solid humanitarianism brand that everyone will love and support.

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Philanthropy has become a big part of modern-day business. Nowadays, it’s no longer a major headline to hear how companies are trying to help the world. Tech giants like Google are able to elicit big change through their foundation, and pharmaceutical companies like Pfizer have similar initiatives in place, with a focus on worldwide healthcare availability. There are currently billions of dollars being allotted to philanthropic endeavors, but you don’t have to own a major corporation in order to do your part to make a difference in other peoples’ lives. The added bonus is the attention you’ll get – there’s a major consumer trend towards favoring companies that do good in society.

Sometimes it can be too taxing on a company’s bottom line to donate cash directly. In cases like this, it can be effective to donate goods or services instead. One way to make a difference is to get your employees involved. Even if you don’t have the resources of Google enabling you to send team members around the world, you can still encourage hands-on interaction within the local community.

Offer volunteer opportunities to your staff so they can get a deeper understanding of the concept of helping others. If you create work-related incentives such as paid volunteer days, you’re more likely to garner interest initially. In an ideal world, once people get a taste of charitable work they will seek out ways of helping on their own time while also recruiting others.

One way to encourage greater team interest is by making your employees a part of the process from the very beginning. Establish completely employee-run committees that put the power in the hands of the people who will be working alongside you. Pride of ownership will naturally fall into place.

Partnering with an organization that has a household name is another way of gaining interest and motivation among your staff, especially if it’s a cause that has affected many peoples’ lives. Start by sponsoring races or food drives to help a national cause and get your company name into the community. It’s good to be associated with large charitable campaigns.

Depending on your industry type, you can even come up with more creative ways to help out local charities. You might be able to offer pro bono services, or the use of company devices, offices or equipment. You might even be able to hand out free samples of some of your products.

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Creating A Culture of Philanthropy in a Business

President John F. Kennedy said, “Philanthropy, charity, giving voluntarily and freely…call it what you like, but it is truly a jewel of an American tradition.” These words hold true to this day. Businesses and organizations should embrace how vital the role of philanthropy plays in our society. It is indeed an enriching experience to know that what a company is doing is for the greater good. Some businesses may not be involved in philanthropy but creating that kind of culture can open the door for many opportunities…

For more information on creating a culture of philanthropy in a business, please visit