Connections Through Giving

How philanthropy strengthens communities and business relationships

t its core, philanthropy is about collective upliftment. Supporting your community through charitable efforts benefits not only those in need but also strengthens the social fabric and can have the secondary benefit of business development. Philanthropy can provide a new avenue for building relationships and enhance your reputation as a socially responsible business, differentiating your firm in a competitive marketplace.

By strategically choosing causes that resonate with your company, businesses and individuals can find connection while meeting the needs of their community. However, it can be overwhelming to decide where to direct your attention and determine the best use of donation funds. Ask yourself which organizations are important to your staff members and clients—are there overarching agencies that reach clients you work with or are interested in working with? Intentionally giving reflects where your values lie, including how you value your community, as well as staff and client interests.

When planning a yearly giving program, solicit ideas from staff to better identify organizations that align with business development opportunities. Not only does this engage staff in business operations, it also casts a wide net of giving and shows that your values align with your employees and that you care about what matters to them. It connects your business to their daily life and helps model a community-focused mindset.

Philanthropy provides an opportunity to align your business with the personal interests of your clients and stakeholders. Building owners, for example, may value caring for those less fortunate or supporting local workforce development. Collaborating on causes that matter to your business partners and clients fosters trust and creates shared value. Listening to clients about community-centered initiatives—such as youth programs, food security, or public infrastructure improvements—shows a commitment to the collective well-being of the places where you live and work while taking their interest into consideration. By dovetailing your philanthropic efforts with what is important to your clients, you show your commitment to the relationship and a shared commitment to meaningful causes.

Monetary donations remain a cornerstone of philanthropic efforts. Sponsoring charitable events or donating to causes with a clear mission can have a profound impact. Supporting fundraising campaigns or providing scholarships can also directly address community needs while building goodwill among stakeholders and putting your firm’s name in the community. Making these events or causes an annual happening places your business on others’ yearly calendar and acts as a reoccurring reminder to them of your contributions.

Philanthropy takes many forms. Days are often stretched thin, and making time for another activity can feel overwhelming. However, it is often in the moments of giving your time to others that you feel the most present and demonstrates that selfless acts don’t go unnoticed.

Often, when volunteering, you’re with individuals you don’t normally encounter in your day-to-day work. Experience with individuals from different communities challenges your ability to connect with a broader audience. And any new connection yields the possibility for future business.

Offering professional expertise on a pro bono basis is an excellent way to give back while showcasing your skills. For example, providing consulting services for community projects can help organizations achieve otherwise unattainable goals. This approach benefits the community and demonstrates your organization’s commitment to service. It is a great option when time is limited. Many organizations are grateful for any level of giving. Even just a few hours can provide a significant impact for others. This approach still yields connections and lends well to growing into more time as schedules allow while still leaving a lasting reminder of your services.

Sharing knowledge and experience through mentorship programs or educational sessions can have a ripple effect. Helping others grow strengthens the community while fostering meaningful relationships with potential future staff members. This also positions your business to be the first call a student makes when looking for a career after completing their education.

Charitable events often bring together a diverse group of individuals and organizations. These settings are ideal for networking and building relationships with potential partners. Working alongside others toward a common goal creates a sense of camaraderie and lays the foundation for strong business relationships. Teaming up can give you a chance to connect with them away from projects and business meetings. This can create lasting relationships that are not only built on trust but also on shared values.

Philanthropy strengthens the bonds between businesses and their communities, builds unique relationships with clients and colleagues, and creates lasting positive change. By strategically choosing causes, dedicating time and resources, and fostering connections through charitable efforts, we collectively contribute to a brighter future while building our own networks.