A Marketing Perspective on Corporate Philanthropy

Jeff Pelliccio

Director of Marketing, Infinity Consulting Solutions

Jeff Pelliccio serves as the Director of Marketing for Infinity Consulting Solutions, a leading talent resourcing provider for Technology, Accounting & Finance, Legal & Compliance, and Corporate Support. Jeff plays an integral role in supporting the corporate vision and leading the marketing department to advance and evolve the digital marketing strategy, customer engagement, lead and demand generation, marketing automation, and sales and marketing alignment. Jeff has been published as a thought leader, has been in the staffing industry since 2014, and has over 17 years of business development experience making him an expert in his role.

With so many people struggling to get by, especially nowadays, corporate philanthropy continues to be a necessity. While government agencies are available to help people in need, corporations can fill in the holes and go the extra mile in making an impact on the community around them. The challenge for corporations is deciding where to begin. 

Corporate philanthropy may look different in every business; there isn’t a one-size-fits-all process. However, running a cause can be no different than organizing a marketing campaign — the right mix of external impact, level of commitment, internal execution, and external awareness. No matter what causes your organization chooses to do, you should take the time to share what you’re doing and how it benefits the people and communities you’re helping. 

To ensure that your corporate philanthropy speaks folds about your brand, let’s see how we can carry out sponsorship for causes successfully from a marketer’s viewpoint. 

Choose your charity

Choosing a charity is the first step in marketing your corporate philanthropy. The best way to start is to choose a group that holds initiatives related to your offers or services. For example, if your company is in the automotive industry, you might consider a group that relies on transportation to help offer resources to those in need. 

Once you have narrowed the organizations, the next step is to find one in your community. This allows everyone in your business to have an opportunity to connect locally and become committed to the cause. The final step is to look at what types of engagements the organization requires, as corporate philanthropy involves time, money, and other resources. 

Develop your corporate engagement

Before your company’s charitable relationship can grow, you will need to decide how your employees engage with the organization. Some employees will feel strongly about giving their time, while others will want to keep it simple and give money. Some might want to involve their families when possible. 

Your company’s philanthropic reputation will be directly connected to your employees’ commitment to participation. One way to ensure your employees will be engaged with the charitable organization is to give them a say in selecting the organization. There are several ways to involve your employees in making this decision. 

If you want your employees involved, you have to do more than ask them to answer a poll in an email. While the anonymous poll might be the best way to choose in the end, most employees will want more information before making a decision. It is up to you to make the process informational and enjoyable.

You could share the details in a presentation, conference call, video, or other methods that would work for your company. When you share your philanthropic ideas with your employees, along with discussing the charity’s cause, include information about

  • How the charity’s goal fits with your company
  • What your business can do to help
  • What you would like to see from your employees

Before asking your employees to make a choice, you should give them time to ask questions and do some research. Then, you can share your anonymous poll. 

Share your successes

Your brand grows by its involvement in the community. While not all business needs to get involved with a charitable organization, doing so gives your brand a positive reputation and adds a human face to the company. 

Businesses that give their time and money to philanthropies often attract workers who find this quality honorable. Having a tie to a charity could be the reason that a job seeker chooses your company over a competitor. 

Keep in mind that one way a community knows you have a relationship with a charitable organization is through marketing. Through photos, videos, graphs, blogs, and other marketing tools, the community can learn how your company gives time and money to organizations. Doing this brings awareness to the charity, to the causes you stand for, and to your business.