Small Business Today Magazine NOV 2014 EXHIBIT NETWORK | Page 31

EDITORIALFEATURE

Seasonal Philanthropists —

What Gives?

I

By Aimee Woodall

t never fails.  Each year as we fast-forward though the Butterball Ham commercials and dodge the Salvation Army Santas
that sprinkle the entrance of our neighborhood Target, we are
reminded that the season of giving has arrived. 

As our lives get busier and busier, we tend to compartmentalize activities to certain times of the year.  We flood the gym
in droves in January with high hopes of establishing a healthier
lifestyle.  We plan vacations during the summer months because
things are slower and the kids are out of school.  We stop wearing
white after Labor Day. And, as the end of the year rolls around, we
soften our hearts and whip out our debit cards.

But does giving need be sequestered to the final quarter of the
year and what are the benefits of giving earlier in the year?

According to networkforgood.org, charitable organizations receive 30 percent of their annual donations in the month of December alone.  Twenty-two percent occurs in the last two days of
the year.  Talk about procrastination!

Our giving is fleeting.  Just as quickly as we get into the giving
spirit, we leave it behind once the holidays are over.

Why not make it part of your company culture in giving year
round?  Corporate giving helps to set the example for employees
and creates a sustainable, evergreen impact on our community.

An easy step to create a company culture of giving is to offer
employees paid time off to volunteer throughout the year.

Research from the University of Exeter Medical School in the
UK found that, “Volunteering is associated with lower depression,
increased well-being, and a 22-percent reduction in the risk of dying,” according to Dr. Sarah Konrath, a researcher at the University
of Michigan.

Konrath found in her own studies that there could be several
reasons for this.  In The Huffington Post, she explains that any activity is good activity.  By getting out of the house (or workplace in
our case), people are becoming more physically fit, and physically
fit people handle stress better.

Giving back to the community also has social benefits, Konrath
found.  Creating peer-to-peer connections through a common

According to networkforgood.org,
charitable organizations receive 30
percent of their annual donations in
the month of December alone. 
Twenty-two percent occurs in the
last two days of the year.  Talk about
procrastination!
goal releases hormones that help people better deal with stress
and bond with others.

Having happier, healthier, more socially connected employees is
essential to creating a positive company culture.

To further this commitment to giving, consider providing employer matching for charitable donations.   Offering this benefit
will increase the opportunity to attract socially conscious employees who value community and who will be loyal and dedicated to
your company’s mission.

Identifying your company as a community leader in annual giving sets an example for your employees, your clients, and vendors.  Walking the talk year-round is the best way business owners
can promote corporate social responsibility.  A positive company
culture takes time to create which is prolonged by shrinking your
giving window to the last two months of the year.

Why should you wait?

Short answer:  You shouldn’t!  It takes energy and resources but
investing in your mission will inspire others, both internally and
externally, and that will create engagement.  They’ll believe in what
you’re doing and join in. 

So let go of your preconceived notions of what “giving back”
is supposed to look like.  There is no time frame.  There are no
stipulations.  You can make an impact, all seaso