The December 26th earthquake and resulting tsunami that devastated coastal regions of a dozen countries in Southern Asia and Eastern Africa tragically took the lives of hundreds of thousands of people, left tens of thousands missing and millions homeless. The sheer scope of this human disaster moved governments, corporations and individuals worldwide to an unprecedented outpouring of aid. The International Red Cross reported receiving $1.2 billion in pledges in the 30 days following the tsunami.

Similarly, after the September 11, 2001 attack on the World Trade Center and the U.S. Pentagon, corporations and individuals across the nation and around the world rushed to help victims and their families. A year after the attacks, the Red Cross reported more than $1 billion dollars in aid had been received, an extraordinary sum by any charitable standard.

Responsible companies, concerned with the well being of the larger communities where they do business, feel compelled to respond to major tragedies and ongoing needs alike. Many have made corporate giving part of their integrated marketing effort or even an integral part of their corporate governance.

Unfortunately, in the wake of recent world events, local charities may be struggling because their donations have dwindled. Local businesses are inundated with almost daily requests for gifts – to buy a sign at the Little League park, donate a prize for bingo night, give money to support this charity or that, buy some Girl Scout cookies, and the list goes on.

Tsunami Relief, The 911 Fund, Girl Scouts, Little League Baseball, and community bingo are all “good causes,” but small business owners may feel as if they’re opening their wallets just so these important cause groups will move on. They may ask themselves if this sporadic and unfocused pattern of giving is the best way to help their local community and their business.

For real impact, a small business may want to consider ways to maximize its corporate giving. For example, carefully select a cause or not-for-profit in need of a corporate partner and align all your charitable efforts with that cause or group. This concentrated effort will help the charity monetarily, and the positive public relations impact it generates will bring the group increased public awareness. It will also provide the opportunity for the small business owner to share his/her decision to support one specific not-for-profit partner when other “good causes” come to call.

Another way to maximize contributions is to create a media event or compelling news story to draw attention to the charity. An example might be to establish a scholarship fund as the result of a particular tragedy or triumph that has occurred in your community. In conjunction with this, company representatives might pay a visit to the individual or family involved, and convince the media to go along.

Creating a partnership can be very beneficial to the company’s image as well. To maximize the benefit, it’s appropriate for the business to expect the partnering organization to properly recognize its contribution in any promotion or public relations efforts.

To assure this happens more efficiently and consistently, MillerWhite has developed a Community Organization Promotional Agreement (COPA), which specifies what your company will do and what you expect from the not-for-profit “in return.”

Chris Jefferson, MillerWhite’s director of Business Development explained, “For donations in the range of $1,000 or less, the COPA gives a company a set of guidelines that will help maximize the impact of its contribution or partnership.”

The COPA confirms details of your gift to the charity and stipulates use of your company name and logo in all press releases, public service announcements and other forms of promotion. In this way your company is recognized for all those small donations you agree to throughout the year – contributing hot dogs and soda to the Girls Club picnic, donating door prizes for the civic club’s fundraiser, or sponsoring a float in the homecoming parade.

If you are committing to a gift of more than $1,000 it may be appropriate to help the partnering organization with planning the event or using the gift, to assure maximum impact.

“ What you’re trying to achieve is ‘money better spent,’” Jefferson said. “Being more selective and more focused on how you share your company’s resources and making the community aware of your sponsorship not only leaves the public with a better impression of your company, but creates a bigger impact for the charity, both in monetary terms and in public awareness.”

To find out how the COPA can help to maximize your company’s corporate giving for “money better spent,” call MillerWhite, LLC.

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