Photo by Shashi Chaturvedula on Unsplash

Let’s talk about the business of philanthropy – not improving nonprofits with business principles, but rather, the power of philanthropy mixed directly into the business world.

Or maybe it happens in my kitchen every time I make a peanut butter sandwich. More on that later.

We have many examples of large companies known for how much they give back and the causes they associate with. The “Pledge 1% Movement” started in 2014 with Salesforce, a technology company that provides tools to improve customer relationships and drive growth with streamlined operations.

Salesforce has led the way with the 1:1:1 Model – donate 1 % of equity, 1% of product, and 1% of employee time as volunteers. DocuSign, a company many of us have used to sign documents online, follows the same Model.

Often, multinational companies contribute a small percentage of equity to private company foundations and then make grants to nonprofit organizations.

Starbucks, Ben and Jerry’s, Walmart, Target, and Dell have established company foundations and manage significant giving across the USA and the world. Some, like Nike, have created employee volunteer programs like Serve2Gether. In so doing, they create a culture of volunteering across the entire company and touch the local communities where their employees live.

Well-known brands, stories and their causes represent 21,000 large businesses. In contrast, there are more than thirty-three million small businesses in this country, with nearly half the workforce of all of us that work. That is the power to make a lot of difference.

Lessons for Small Business and Mom-and-Pops from the Big Guys

• Identify one or more areas of interest you and your employees care about.
• Make it local. Is a local park raising funds for a new project or annual maintenance?
• Does the school district have an adopt-a-school program?
• Does a local shelter need bedrooms redecorated or updates to the kid’s play space?
• Can you partner with a nonprofit’s resale store to help the store transition from one season to the next with a day of employee volunteering?

There is no shortage of ideas. If your business is not yet connected, the next step is to reach out to an organization and explore opportunities to support their work in ways that benefit both.  

Important Details

• Make sure their work is a cause that resonates deeply for you and your employees.
• Watch for stories from employees who might have engaged with the organization.
• Watch for client stories that can fold into your business story
• Use employee and client stories to demonstrate company values
• Connect your donations to short and long-term solutions for a better community

Make your partnership stories real and believable. Capture images that demonstrate a clear purpose and share them on social media, internal company communications, your website or marketing materials. 

When there are opportunities to attend client celebrations or a game of the little league baseball team you sponsor, show up. In the true spirit of partnership, listen to stories from individuals and families that underscore your business goals of contributing to the community or changing the world. Share those stories with employees and customers.

Look for opportunities to partner on the long road. Coca-Cola has sponsored the U.S. Olympics since 1928. Their 2024 campaign is “Celebrate Everyday Greatness,” based on the belief that everyday moments can make something great.

My favorite, which I’m looking for in health food stores, is Good Spread peanut butter. For every jar sold, they provide therapeutic peanut butter to a malnourished child.

On a local level, I’m excited about the Miracle League of Tyler, which seeks partners to help build an accessible baseball field, dugouts and press box at a local park. Although the City owns the park, this field is the dream of a small group of community leaders, and partners are needed to build it.

What’s happening in your community where you can get on board?

The opportunities are limitless. Your business doesn’t have to be a big donor to a nonprofit. Be the donor who shows up, listens, partners, and shares stories for the benefit of all.

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