Fun Fact: Philanthropy (which comes from the Latin word philanthropia) translates as loving humankind. The act of loving humanity is practiced by many in our society but not as much by businesses compared to the general public. According to the Giving USA 2018 report, Americans gave a record-breaking $410.02 billion to charity. However, companies only make up 5% of donors that donate every year. More so now than ever, people are becoming more aware of who they want to buy products from and support.
A survey by Morning Consult for Fortune found that Millennials are more likely than Gen X and Baby Boomers to say it is meaningful that American businesses give back to society.
We can see just how important giving back is for your community as well as your business. So, how can you identify your brand with philanthropy? Below is a brief guide to getting you started on building your philanthropic brand identity.
1. Community Leadership
The biggest step in creating a philanthropic brand identity is to establish a strong connection with community members. Find a problem in your city that you want to solve and work with other organizations for a solution. The beauty of giving back is that philanthropy is not only about donating money. With volunteering your time to support your community with nonprofits like Together We Rise (Brea, CA), you can provide support that only a company can give such as employee manpower, food, and technology.
2. Create an engaging company culture
The people you hire says something about your brand and company culture. In the hiring process, selecting applicants that have a desire to further your community mission is key. Working towards a goal that positively impacts the world can also make your employees feel like they’re a part of something bigger than themselves. Engaging employees in volunteer efforts in addition to giving them the resources to reach their own philanthropic goals can definitely bring your brand more meaning.
3. Engage Key Stakeholders
In addition to engaging employees, engaging shareholders can help you build a responsible company. Getting investors on board with advocacy can help you get the finances you need to give back to your community.
The people you hire reflect your brand, and the issues you choose to solve in your community do as well. Creating a responsible brand includes partnering with a non-profit organization that matches your passion and company values. Giving consumers a view of who your brand is by way of press releases, social media, and word of mouth will, in turn, expand your customer loyalty.
It is imperative for your brand to show it’s audience that it aligns with causes that they care about. One of the best parts of partnering with Together We Rise is that everyone values helping vulnerable populations within their community. Check out ways you can partner with Together We Rise. https://www.togetherwerise.org/partnership-opportunities/