Corporate Philanthropy in Action

By: Arielle
Arielle is a participant in Allowance for Good's Winter 2015 Emerging Leaders in Philanthropy: Explorers class.

The Emerging Leaders in Philanthropy course is not my first exposure to Allowance for Good. I spent a week of my 2014 summer in its Global Philanthropy Summit, a sort of crash course in Philanthropy and Social Entrepreneurship. After that week I was hooked. I had always had a passion for philanthropy, inspired by pretty much everyone in my family. My Dad is in charge of Pro-Bono work at his law firm, my Mom works for two public health non-profits, and my Aunt works in marketing for JUF, another non-profit. So, I was familiar with the concept of “giving back,” but I didn’t really know the details because no one sits a child down and explains the who, what, where, how, and why of philanthropy-- except of course AFG.

This past week we focused on socially responsible corporations, ranging from Warby Parker, which donates a pair of glasses for every single one of its products sold, to companies that encourage volunteering or match the donations of their employees. There are lots of ways that a company can fit philanthropy into its mission, and based on the rising popularity of socially responsible companies among consumers, not doing so could be devastating. In addition to these examples, there are still other ways to integrate philanthropy into a company: a corporation could use its brand name or money to raise awareness of an issue (for example, Always’ #likeagirl campaign); donate a portion of its yearly profits to a cause (e.g., Patagonia donates 1% of its profits to saving the environment); or implement specific ways to encourage volunteering, such as allowing employees days off to volunteer, offering the specialized services of the company for free, or providing other incentives (perhaps financial) for employees who volunteer.

After learning about the different ways corporate philanthropy is possible, we put the lesson into action. Our job was to determine how the hypothetical (or maybe future company run by AFG) bicycle company, “GetThere” should integrate philanthropy into its mission plan. The students split up into two groups and were joined by the board members, to make a plan. After going through a variety of ideas, my group settled on a bike safety program. This would involve teaming up with the local governments of our store locations to create bike paths, and providing free helmets to those who need one, but cannot afford one. This plan, if put into action, would have numerous benefits. Not only would there be a safer space for bikers, but the anxiety caused by bikers on the road would be reduced for drivers, and it would make GetThere a more sustainable company. With the danger of biking as transportation reduced, more people would bike, increasing the demand, and therefor the sales. This would also create a brand awareness for GetThere, hopefully bringing more bike-buyers to that store. This past week was a great one, and I am sure this information will come in handy when dealing with corporations.

Arielle, far left, brainstorms with her ELP classmates.