Last month, I had the opportunity to give back to a local charity through corporate giving. Although it was a small donation, my staff and I developed a newfound empathy for this cause and found personal satisfaction from giving. It was a great way for us to become more familiar with members of the community and understand the dire conditions some are facing. Also, after learning how impactful our contribution was, my office was motivated to continue the sponsorship and be part of the movement. However, as a managing director in charge of expanding Tower’s presence in Los Angeles, I realized that there were even more benefits that came with corporate giving. For both sides, the company and charity, this interaction proved to be valuable for the cause and the vision of the company, which is an overall win-win. I was able to see how important it is for companies to give back and am now encouraging other offices to do the same. Here are some of the benefits I learned from a corporate perspective:
- Brand Recognition
The first benefit is the increased visibility and awareness that comes with participating in a cause. From a marketing perspective, this is one of the ways to get the company’s name and logo out to the public, increasing public awareness and leading to greater brand recognition. This is especially helpful for a start-up company or a company branching out into a new market. Physically participating in a charity event is important and needed, but if your company is time constrained, it may serve better to become a donor first and plan a future event to attend. The company’s philanthropy won’t go unnoticed by the media and the coverage will have a positive impact on the company.
- Positive Reputation
When a company participates in a charitable act, that company presents itself in a positive light and a favorable reputation ensues. It is important that a company presents itself as socially responsible about its community as a whole as it will humanize the company, attracting attention of firms and candidates alike. When it comes time for recruitment, people will look to work for companies that care, as it will be an indicator of how they will be treated as employees. Companies that care about their community will also care about their staff’s well-being. Clients will also be more willing to make buying decisions based on the perception of the firm, which could result in an increased profit. The staff also benefit from contributing to causes as it unites individuals towards a greater good and provides an overall sense of well-being.
- Cultivating The Company
In order to be a thought leader of a specific industry, most, if not all companies have turned their efforts to increase consumer engagement brand recognition through social media and online content. Social media plays a crucial role in brand recognition, but becoming the face of fresh content and “retweetable” thoughts is hard to achieve since everyone competes in that respect. However, through charitable giving, which will lead to new knowledge about a cause, you can become a source for fresh, rich and shareable content. Your social feed could produce engaging topics and content while taking a break from company updates and recycled content. Sharing about a charity can help humanize and cultivate the company, making it a place where employees feel proud, and future generations will want to work.
In the end, although all of these benefits from giving back are essential, I would refrain from being a sponsor of random charities. It is important to donate and give back to a charity that will best represent your brand, and what you feel impassioned towards. In this way, the company’s benevolence can be genuinely shown through its content and interaction with the community. Giving back to a cause as a group vs. individually is beneficial even to the staff’s bond, creating a positive, cohesive work environment. I encourage everyone to give back to an appropriate cause, not only for personal satisfaction, but also for networking and marketing opportunities.
BY: DANIELA DAKSHAW
ABOUT TOWER AND THE AUTHOR
TOWER LEGAL SOLUTIONS AND TOWER CONSULTING SERVICES HAVE SPECIALIZED KNOWLEDGE AND EXPERTISE THAT HAS PROVEN TO HELP LAW FIRMS AND CORPORATIONS REDUCE LEGAL SPEND WHILE MEETING CHALLENGING DEADLINES. TOWER HAS A NATIONAL PRESENCE WITH OFFICES IN NEW YORK, WASHINGTON D.C., ATLANTA, CHARLOTTE, DALLAS, MINNEAPOLIS, AND LOS ANGELES. DANIELA IS CURRENTLY THE MANAGING DIRECTOR OF TOWER’S LOS ANGELES OFFICE.
Learn more about Tower Legal Solutions: www.towerls.com