Benevolent Marketing Strategies Provide Opportunities for Local Artists, Nonprofits

Companies ranging from multinational giants to small firms have at least one thing in common: they all want to project a positive image in their local communities. And to market their image locally, many of these companies set aside money in their budgets to donate to community causes. Nonprofits like the local Red Cross and Habitat for Humanity chapters often benefit, which is expected. But what is unexpected is that often they will consider contributing to a creative project that stands to benefit the community.

This corporate beneficence can provide funds to support the work of writers, artists, and filmmakers, to create programs in the community’s elementary and secondary schools that might not otherwise be funded, and to underwrite the development of public parks, recreational areas, and bike paths. The possibilities created by this private funding are almost unlimited.

Each company has a specific policy for donations to community causes, both in the amount it will contribute and to the type of projects it will support. Finding out the funding policies of these companies is often as easy as calling the company and asking the switchboard operator who in the company handles requests for donations. Once a prospective applicant has a name, he or she can quiz the individual in charge for procedures on applying for funding and on the specific policies of the company.

A cynical view of this corporate benevolence might be that it is enlightened self-interest; but many companies genuinely want to be a contributing part of the community where its management and workers reside, and to support the schools, nonprofits, and artistic community. At its best, corporate giving is win-win, truly a positive experience for a company and the community it assists.