5 tips for starting a corporate philanthropy program

Image by John Hain from Pixabay

By Henry Brown

A corporate philanthropy program can benefit your business in a number of ways. By affiliating your company with a nonprofit organization, you’ll build a very positive reputation for your brand. Consumers go for ethical brands with a clear sense of values, so if you market your business as doing something for a humanitarian cause, you’ll be more attractive to both clients and investors. Corporate philanthropy also helps motivate your employees. Here are five tips to get you started.

Look for a cause that that aligns with your business

Are you passionate about the environment? Or would it make more sense to focus on human issues like healthcare or poverty? Spend some time thinking about the products you sell. If you sell sustainably sourced products it could be better to go with an eco-focused nonprofit. If you work in services, think about your customers. By creating buyer personas, you’ll be able to pick the charity that will most appeal to your target market and matches your products or services.

Do your research

Look into the work of more professional philanthropists such as Gurbaksh Chahal and non-profit organizations for inspiration. Find out what’s going on at the moment and get involved. You can compare the marketing campaigns of other businesses in the field on social media for ideas on what works in order to publish your efforts. The great thing about corporate philanthropy is that the publicity you get is basically win-win, you’ll be raising awareness for your chosen cause and promoting your business at the same time.

Engage your employees

Corporate philanthropy is a great way to motivate your employees. It gives you the opportunity to give potential leaders more responsibility in a pretty much risk-free environment. Charity work and volunteering are very beneficial and have positive effects on your health. It’s a great way to boost morale and get your staff backing your business again. Have them post their experiences on social media as part of your marketing campaign. The more you get them involved, the more they’ll essentially be ambassadors for your business.

Get involved in the local community

Promoting your business as having a connection with the local community is very effective. It even helps to boost your SEO and many potential customers search for “local” businesses on Google. By getting involved in the local community you’ll be able to bring in targeted business. It’s also a simple way to work for a charitable cause. It’s cheaper than organizing a bigger project internationally, and you can network locally.

Make philanthropy part of your culture

If you really want to achieve your business goals, then you’ve got to make philanthropy part of your culture. By becoming affiliated with non-profit organizations, you can meet their needs while promoting your business, and motivating your employees. Help raise awareness for your cause throughout the year and keep coming up with new projects. By displaying humanitarian values and working hard to make a difference, you can really begin doing well by doing good.


Henry Brown is an online marketing executive. When he isn’t talking shop, he’s roaming the streets of London, uncovering the extra-ordinary in the ordinary.

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