Robert Bassam on Corporate Philanthropy
Corporate philanthropy isn’t a new concept but it has increased in popularity in recent years, thanks to business owners and employees becoming more conscious about how they can contribute to the welfare of others. For Robert Bassam, however, corporate philanthropy has always been part of their company culture at Easterns Automotive Group. He believes that to fully enjoy the fruits of success, you have to share it with others. And there’s also nothing more rewarding and fulfilling than knowing that you are taking an active role in improving the lives of others—and doing so for every single day that you spend at work.
Corporate philanthropy and its effects on business
Building a culture of charitable giving in the workplace creates a ripple effect that affects your business internally and externally. Internally, your employees feel more encouraged to deliver their best; to be more productive and more participative in their role in the organization knowing that the things they’re doing can have an impact on someone’s life.
To explain further, when your company actively supports charitable institutions, organizations, or charitable efforts, your employees know that part of the company’s profits go towards these entities or causes. Knowing this, they feel empowered and encouraged because they know that their efforts will go towards a good cause. Additionally, knowing that they are working for a ‘good’ company inspires positivity in the workplace.
And just as you encourage teamwork to help the company reach its business goals, your encouragement for the team’s efforts in contributing to a charitable goal can greatly boost employee morale and build stronger relationships among peers and colleagues.
Rewarding employee performance through charitable giving
Most companies that advocate corporate philanthropy go a step further by matching employee performance with donations. For instance, additional compensation that may be awarded to show appreciation for an employee’s top performance, matched with an equal donation that can be given to a charity that either the employee or company supports, inspires employees to keep putting their best efforts at work.
Externally, participating in charitable efforts makes for good publicity. Charitable contributions can be an avenue for marketing your products or services without even trying.When your target audience is made aware of your philanthropic efforts, they will most likely choose your products over another’s for the simple reason that they too want to help in their own way; and if this means purchasing your products so a portion of the sales can go to charity, then they won’t think twice about doing it.
Furthermore, your active participation in fund raisers (or even organizing your own fund raiser) presents you with plenty of opportunities to network—meet new suppliers, partners, investors, and such.
Robert Bassam adds that when your brand is attached to your company’s charitable giving, it creates a positive image that could resonate strongly with individuals who advocate the same causes as you.
The bottom line is that philanthropy benefits everyone: your business, employees, consumers, and more importantly, the recipients.
If you’d like to learn more about Robert Bassam, please visit the About page on this site.