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Green industry companies routinely donate money, plant material, and labor to support any number of community projects or national causes. Companies usually do this because it is “the right thing to do.” Yet, according to Amy Snyder, director of public relations for Ruppert Nurseries in Laytonsville, Maryland, giving back can be just as important and helpful for the giver as it is for the receiving organization.

“First and foremost, charitable giving is something we do because we want to and it is an integral part of our company culture,” says Snyder. “But we have found that, if managed properly, supporting charities can increase employee satisfaction and retention, lead to good public and community relations, and support our sales effort.” She further explains, “People naturally want to work for an organization that extends a helping hand to the community. It makes them feel good about going to work, and it helps define why they work –– to make a living, to advance their careers, to advance the company, and, yes, to help less fortunate people. Charitable giving also raises a company’s awareness within the community, which helps generate new business opportunities; we believe customers, just as employees, enjoy being associated with an organization that supports the common good. For the same reason, the effort helps recruiting. If candidates could choose between two companies, one that has a philanthropic culture and one that does not, they would likely choose to work for the former.”

There are other internal benefits, as well, Snyder emphasizes. For example, working with other organizations on a shared community project expands a company’s knowledge base. Volunteers have the opportunity to see how other companies operate, and this experience can either confirm their company’s policies and procedures or shed light on new ones. It also engenders a team spirit by allowing employees an opportunity to work together on various types of projects in a different environment.

In addition, charitable giving can give companies another way to talk about their success without dwelling on growth and profit. Snyder notes, “Talking about growth, profitability, and success with customers is important for several reasons. It helps instill customer confidence in your company and gives them another reason to continue to do business with you. At the same time, it can be uncomfortable. When you can quantify your growth and development in charitable units, it adds a ‘human element’ to success and profitability. In other words, you’re not in business just to make a profit. You are also in business to advance the common good, and your customers have a hand in that.”

To get the most out of charitable giving, she encourages company owners to have a plan, similar to their business development and marketing plans. Snyder advises that companies should choose their charities carefully and find connections between their community and their company. “Selecting causes with which your employees can identify will resonate with them. In addition, making them aware of your involvement using an internal newsletter or other communication piece will get them involved, too, either through your company or on their own.” Ruppert Nurseries requests that each branch earmark a specific percentage of its annual budgeted profit for charities such as Easter Seals, Food for the Poor, Habitat for Humanity, and the D.C. Department of Recreation and Parks.

As Snyder points out, charitable giving can be a big win-win for everyone involved. There are many reasons to give, including that “it is the right thing to do.” With a little planning, however, the positive ramifications will be multiplied several times over.

6/05

By Rod Dickens, PLANET Contributing Writer