Step 29: Map Your Philanthropy

The realisation that we have to do more to help the world around us, is growing to unprecedented levels.

From giving an extra dollar at the shopping checkout towards a good cause, to donating monthly to support a children’s charity, we’re all chipping in to help those not as privileged as we are.

According to the NPT Trust, Americans gave $427.71 billion in 2018. Foundation giving in 2018 increased to $75.86 billion—a 7.3% increase from 2017.1

In 2018, the largest source of charitable giving came from individuals at $292.09 billion.

In 2014, 84% of US based millennial employees gave to charity and 70% of them donated more than an hour to a charitable cause, according to the Case Foundation’s Millennial Impact.

Brands too are waking up to philanthropy and US corporate giving in 2018 increased to $20.05 billion—a 5.4% increase from 2017.

Giving back is one of the surest ways to cement your brand’s values and show that you’re not just all talk.

So how do you design a robust philanthropy strategy for your brand?

• Set an example as a brand leader with meaningful, actionable goals. Don’t just speak out or blurt ‘woke’ social media posts in reaction to current events, policies or an issue you’re passionate about. Take the time to make a plan to act, give, join a board, volunteer, support financially, donate, etc. in a meaningful way.

• Look for an organisation whose philanthropic programming that aligns with your brand. Also make sure it aligns with your own passions and perhaps even hobbies as the brand leader. You’ll be far more likely to find satisfaction in a philanthropy program that you’re giving to if you have a personal, philosophical or ethical connection to it.

• Conduct due diligence. Once you have a charity or non-profit in mind, do your research. What do their reviews, testimonials, credentials and fiscal reporting say about them? Compare their FAQs and details on how your donations will be used. Read articles about them and find out how responsible they’re considered by the marketplace.

When I went searching for a child development and sponsorship organisation to get my own kids involved in giving back, I looked at how much of the monthly dollars we’d donate actually got to the children on the ground instead of being swallowed up in administration.

This kind of information should be available on NGO websites and online – you just need to be diligent in seeking it.

• Support your staff's desires to get involved. Millennials, who make up most of our workforce today, are the most active givers themselves and also the most powerful voices in the marketplace so inspire their engagement and loyalty by getting them involved in picking the philanthropy projects you’ll support.

They, the business and more importantly, the projects and people you support will be happier for it.

Think on it.