Corporations find giving back is good business

In January, The Economist magazine stated “corporate social responsibility, once a do-gooding sideshow, is now seen as mainstream.”

The average business of today makes a practice of focusing on more than profits. Organizations are growing corporate philanthropy beyond just donating money. Companies want to track outcomes and know what impact their efforts and dollars are having in the community.

Statistics show that MBA graduates are willing to accept reduced salaries in order to work in organizations that provide time and resources to give back to the community, country and humanity. The payback from these volunteer activities is not measured in dollars but in good will, reputation and morale.

Corporate volunteerism is growing in Northern Colorado. One way is through United Way’s Business Cares program, designed to help companies build a corporate volunteer program. The program has 13 members and provides a suite of services and benefits to companies from all industries and of all sizes interested in giving back. Business Cares began in 2005 as a result of companies who wanted a clearinghouse for volunteering and systems for tracking volunteer hours and activities.

Business Cares member A-Train Marketing Communications Inc., sets a very high benchmark in corporate citizenship. The Fort Collins-based marketing firm pays employees up to five hours a month for volunteering, and one day a month the office is closed so staff can volunteer as a team. In addition to hundreds of hours in pro-bono services and financial and in-kind contributions, the six-person team tracked over 1,000 volunteer hours in 2007.

Gretchen Gaede, president, believes that making corporate philanthropy part of the A-Train brand has been a major factor in the company’s success. “We are shifting the business paradigm to always acting and thinking about how we can contribute to building a better world,” she said.

Volunteerism part of corporate culture

“From those to whom much is given, much is expected,´ said Katie Zwetzig, president of Premier Employment Screening Services. She believes that volunteerism has created a culture that is not about money, but about excitement. “We want our employees to be so excited to come to work that they take the stairs two at a time,” she added.

VFR Design was inspired to create a volunteer program in order to be a model of corporate citizenship. In addition to pro-bono services, activities include membership on nonprofit boards, participation with Habitat for Humanity, conducting holiday food drives and helping nonprofits with maintenance projects.

Business Manager Robin Pelkey says, “There is pride in giving back and when asked to approve a new volunteer project, the founders say ‘it is simple; it is the right thing to do.'”

Nonprofits and cities, too

Everyday Joe’s, a nonprofit coffee house with two paid staff, uses volunteers to run the business with the goal of creating a haven where community happens for the greater good. Executive Director  Chris Hess and Assistant Director Diana Sitzman take pride in the fact that on any given day there may be county officials holding a meeting, students studying for an exam or someone relaxing on a couch.

All profits and revenue go back to the community through financial contributions and “in kind” donations. When you frequent Everyday Joe’s you are supporting a community center that thrives because of volunteers whose purpose is to create a place “where everyone knows your name.”

Municipalities know the importance of volunteers as well.

At the city of Fort Collins, John Litel, public relations coordinator for the Recreation Department, works closely with corporations of all sizes to find ways to match recreation programs with cultural values. As he pointed out, “Given our economy, there could be no more important time for companies to find new ways to be valued by clients.”

The city of Evans, which invites citizens to volunteer on city boards and commissions, become a referee for the city’s recreation department or support nonprofit organizations within Evans, hosted an open house in October for the sole purpose of promoting community volunteerism.

As we work to build meaning in organizational culture and improve corporate performance, a clear choice for companies is volunteerism. Those who volunteer improve their individual performance and experience greater empathy and compassion for the circumstances of others. It could be said that the business benefits represent a “return on citizenship.”

I will facilitate a wider conversation about corporate citizenship and sustainable business in the months to come. Please e-mail me or go to www.ncbr.com to add ideas, examples and topics that you find interesting.

The dialogue around “building a better world” through corporate citizenship is just beginning and I invite you to participate in the conversation.

Shirley Esterly is a master facilitator who helps her clients explore opportunities for innovation, strengthen collaboration and build sustainable practices. Her company, QuantumWest Inc., is based in Greeley and she can be reached at sae@quantumwest.com.

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