By Glenna Musante

Glenna Musante

Businesses are asked constantly to donate time, services, products, employees, money –  and just about any other imaginable resource –  to charities and nonprofits.  And giving is important. This year, nonprofits need help more than ever before. Some even need it desperately and in my opinion, we all have a responsibility to chip in.

Most people in our business community would agree with me on this issue of moral imperative as well as the fact that giving isn’t just the right thing to do – it’s also smart business. If done right, giving can be a great way to generate good will and free positive PR for you, your products and services.

In fact, I recommend that charitable outreach be part of every company’s annual strategic marketing plan. Donating time or money or other resources is a great way to build contacts, name recognition and demonstrate your work.

But there are questions and issues you must consider before you offer to help. This includes carefully deciding who to help and who to turn down, as well as how much to give.

As with any other business decision, these questions are easy to answer once you identify your criteria.   Below are a few of the criteria I use with my marketing and PR clients (individuals as well as corporations) when helping them develop an annual corporate giving plan.

Donate to something you love. If you have a passion for a cause or the mission of a particular nonprofit organization, you will enjoy working on their behalf.  You will feel good about the money and time you give them. You’ll be forgiving if they forget to thank you adequately (a term which only you can define). You will have fun and the relationship will be personally rewarding.

It’s OK to think strategically. In fact you must. Occasionally love is not enough and donating time and money strategically can be a great way to establish profitable relationships in the business community and support your brand. If you sell educational software, support the local schools. If you run a medical practice that treats cancer, find your way onto the board of a group that helps cancer patients.

Before you give, ask yourself which organizations could provide you with access to new markets or new clients or provide exposure for you that helps your business. Which associations protect or enhance your company’s position in the market place? The nonprofit you select may not be one you love, but it could be one that opens new doors.

It’s also OK to say no. Know how much time – and how much money – you can comfortably afford to donate each year and stick with your budget. That’s what corporations do and it’s a system that works. If you have already given as much free time as you can, or your giving budget has been allocated for the year, you won’t feel guilty saying no to a request – even if the request is from a friend.

Read the small print. If you are considering sponsoring a nonprofit event, look closely at the list of benefits the organization promises in return for being a sponsor and don’t be afraid to ask probing questions. Evaluate sponsorships the same way you would evaluate any other business investment. Ask yourself – does the exposure merit the cost?  If not, negotiate or politely decline.

Don’t be afraid to cut your losses. Some nonprofits are not fun to work with. Some do not deliver as promised on CSR (corporate social responsibility) campaigns. Some will use your business and won’t appreciate your contribution. If you feel uncomfortable or taken for granted, feel free to make a quiet, graceful exit. Do not gripe, do not look back, but do find a new organization that will be grateful for your help and fun to work with. They are out there.

Last but not least – be realistic. The chances of getting back quid prop quo what you give are nil. But you could get back ten times as much in unexpected ways. This includes the joy of participation, feeling connected to your community, the satisfaction of knowing you have helped others, unexpected business opportunities , meeting fabulous new friends and attending great parties!

In many ways, giving has the potential to be its own gift. Just be smart about it.

Glenna Musante is an award-winning publicist and the founder of Nouvelle LLC, a strategic marketing communications firm.  She is the former Director of PR and Investor Relations for MSA and is a former staff writer for the Raleigh News & Observer. Her website is www.nouvellePR.com and she can be reached at gmusante@nouvellePR.com, Glenna@musantecommunications.com.

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Tags: Business advice, Columns, Musante Communications, Six tips to help generate returns on giving, Viewpoint