The many business benefits of participating in charity

Originally published by Raymond James.

How to involve your employees and customers in the process.

With your business’s success, it’s only natural that you begin to look for ways to give back to your community. Corporate giving will not only be personally fulfilling, but it also holds a number of benefits for your business. But before you begin supporting your favorite causes, it pays to consider how corporate social responsibility can impact your company — and how to identify the right charities to support.

Proceed carefully with corporate social responsibility.

The charitable organizations and objectives your company supports can significantly impact your company’s reputation. If your giving is authentic and aligned with your values, you’ll likely earn goodwill with your customers and employees. But if your organization’s support seems insincere or opportunistic, it can inflict significant damage.

For instance, when Kellogg’s UK seemed to promise to give meals to children in need based on the number of retweets of a message, observers accused the company of caring more about boosting their social media engagement than children in need.

Involve your most important stakeholders.

Because of the high stakes in rolling out a charitable campaign, it’s crucial to involve your most important stakeholders — your employees and customers — in the process.

In fact, according to a study conducted by Benevity, 84% of consumers and 86% of employees believe they should have a say in what charities a company supports.

Involving your employees in the process can also boost morale, helping your professionals feel good about their connection to your organization. This employee goodwill in turn strengthens productivity, retention, and recruitment.

You can gather your employees’ and customers’ input through email surveys with incentives, informal discussions, and organized meetings.

Consider causes likely to align with your organization.

Causes that directly relate to your organization’s core mission are strong candidates for your organization’s support. For example, if you build custom software solutions for companies, perhaps teaching children to code would be a suitable cause. You might also build software for organizations with limited means.

Similarly, if your core mission is selling an eye health supplement to consumers, you might support eye care for those without access to medical care. Or you might support research on eye health.

Of course, there’s no rule against supporting a cause that doesn’t have a clear nexus to your organization, particularly if that cause is something your stakeholders advocate for. But supporting a cause related to your mission will make sense to outside observers, whereas support for unrelated causes may seem like tokenism if not handled in a sensitive manner.

Next steps.

  • Identify charities whose focus may relate to your core business mission; if there are none, consider creating your own charity.
  • Survey customers and employees about which of the identified charities they’d like your company to support and gather suggestions.
  • Continue to confer with stakeholders as you decide on how to support chosen charities or as you build your own charitable foundation.

Sources: forbes.com; heraldsun.com; benevity.com; goodbox.com; americanexpress.com


Securities offered through Raymond James Financial Services, Inc., Member FINRA/SIPC. Investment advisory services offered through Raymond James Financial Services Advisors, Inc. OnPoint Community Credit Union and OnPoint Investment Services are not registered broker/dealers or registered investment advisers, and are independent of Raymond James Financial Services, Inc. and Raymond James Financial Services Advisors, Inc.

Securities and investment advisors services are:

Not a bank or credit union deposit, obligation or guarantee.May lose value.Not FDIC or NCUA/NCUSIF Insured.Not insured by any federal government agency.

Raymond James financial advisors may only conduct business with residents of the states and/or jurisdictions for which they are properly registered. Therefore, a response to a request for information may be delayed. Please note that not all of the investments and services mentioned are available in every state. Investors outside of the United States are subject to securities and tax regulations within their applicable jurisdictions that are not addressed on this site. Contact your local Raymond James office for information and availability.

Links are being provided for information purposes only. Raymond James is not affiliated with and does not endorse, authorize or sponsor any of the listed websites or their respective sponsors. Raymond James is not responsible for the content of any website or the collection or use of information regarding any website’s users and/or members.

Any opinions are those of OnPoint and not necessarily those of Raymond James.  Expressions of opinion are as of this date and are subject to change without notice.  There is no guarantee that these statements, opinions or forecasts provided herein will prove to be correct.  Investing involves risk and you may incur a profit or loss regardless of strategy selected.



* Banking/Lending services not provided through Raymond James.

Note: Email should not be used to share important or sensitive information.

The security and privacy of your information is important to us. When communicating with us via email please do not send any information that is considered confidential or sensitive in nature. If you need to communicate any personal information (account numbers, social security number, etc.) please feel free to call the number listed in my profile or contact OnPoint Member Services at 503.228.7077 or 800.527.3932.



You are leaving OnPoint Community Credit Union.

The website you are about to visit is the responsibility of the party providing the site. Any transactions you enter into through this third-party site are solely between you and that vendor, merchant or other party. OnPoint’s Privacy Policy does not apply to this third-party site, and for further information you should consult the privacy disclosures of this site.



Cancel Accept