The return on investment for corporate giving can be measured in a variety of ways, as I explored in a recent article in Mobility, the magazine for Worldwide Employee Relocation Council members.

Here are a few outlined by www.tano.org, website for the Texas Association of Non-Profit Organizations:

  1. Media hits as a result of corporate giving – these include press releases, references in annual reports, and recognition at annual events.
  2. Employee satisfaction – According to www.Time.com, 76 million members of Generation Y representing the new 20-something workers want to spend their time in meaningful and useful ways. For many, this is volunteering in the local community.
  3. Leverage potential – the possibility of solving a local community concern by teaming up with corporate partners sharing similar corporate and philanthropic goals has a long term impact on all involved.

A good example of a real estate company that has excelled with corporate giving is Chicago-based Baird & Warner, which established the Baird & Warner Good Will Network in 2002.

According to Jim Schiefelbein, vice president, chief marketing officer, the mission of the Baird & Warner Good Will Network is

“to assist our neighbors in need in communities in which we work and live. Money is raised through donations on every real estate and mortgage transaction, employee payroll deductions (with 100% company match) and branch office sponsored events.”
The long-term impact of Baird & Warner’s efforts – as well as those of countless others in the real estate industry – is beneficial on so many levels. As Jim notes, “Our firm has long believed that doing good is good for business. When our neighbors need us, we want to be available as a resource to them, and further to be recognized by our clients as a good corporate citizen that they are proud to do business with. Also, from a strategic perspective, our philanthropic efforts enable us to regularly showcase another dimension of our firm in the press, which helps to differentiate us in the marketplace.”

Maybe now is the time for you to initiate or re-engage in your own corporate giving program. Whether your company’s contributions are financial or the gift of time, fostering an environment where each individual can make a difference cultivates an environment commensurate with the values of the next generation employee, supports your firm’s marketing efforts and demonstrates your company’s commitment to your community and those in need.

Posted By: Jana Coleman, LeadingRE Vice President of Business Solutions