Donating money to worthy charities does a lot more than just benefit those in need, it can give a shot in the arm to how clients see you as a corporate citizen – and maybe even improve your bottom line.
The State Farm Youth Advisory Board recently announced it was giving more than $300,000 in service-learning grants to five Canadian service-learning projects, investing in assisting aboriginal youth, suicide prevention and a robotics program.
“We support service-learning initiatives because they integrate community service with a hands-on, classroom curriculum,” said John Bordignon, a spokesman for State Farm Canada. “These projects help students master subject material while fostering civic responsibility. The YAB is a prime example of our commitment to education, Canadian communities and our youth.”
Aligning your company and brand with community service programs is an excellent way to raise your public profile – while sending a subtle message that your company is not only good, but doing good work.
“Auto safety and excellence in education are important focus areas that improve our society and impact our business,” says Zac Stevenson, the Philanthropy & Community Relations Public Affairs Specialist with State Farm Insurance. “Programs such as the Youth Advisory Board and Celebrate My Drive are examples of how we take a hands-on approach to helping our communities. Not only can we engage our customers and consumers in a unique way, it also helps us share our company’s values that include giving back to the communities that we live and work in.” (continued.)
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Beyond the corporate image, consultant Michael Neaylon – author of True Brand Toolkit: How to Bring in Big Money for Your Small Business – told Insurance Business magazine in the October issue that personal branding can play a huge part in how you are perceived in the public eye.
“Everything we do and say, display, drive and wear, tweet, blog or video – even the company we keep – impacts our personal brand,” Neaylon told Insurance Business magazine. “That has a direct impact on our bottom line, whether we assess that by the number of sales we make, the influence we wield, or the career milestones we achieve.”
A good example of projecting a positive influence is another initiative from State Farm, which has partnered with charitable organization Parachute to establish a formally recognized National Teen Driver Safety Week, October 20-26, dedicated to raising awareness and seeking solutions for unnecessary teen road-related injuries and fatalities.
The good will created by the donations to youth can not only be measured in the reaction from the recipients, but the ripple effect of those same voices sharing the news on Twitter, Facebook, and in the news.
"This generous grant is going to support robotics program expansion from kindergarten to Grade 12 across the Halton District School Board," says Dave Lewis, Coordinator Technological Education and Pathways, New Street Education Centre. "Robotics has proven to be an excellent way to engage students allowing them to make real-world connections." (continued.)
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The groups receiving grants from State Farm Canada YAB are the Halton District School Board Robotics Program; the Distress Centre in Calgary (ConnecTeen Text Base Support), York University “Serious Play”; Air Cadet League of Canada’s Leaders Creating Leading Citizens; and Motivate Canada’s Gen7Aboriginal Role Model Program.
The grant recipients are among 64 chosen from Canada and the United States. To date, the YAB has granted more than $28 million since its inception in 2006, assisting youth to implement service-learning in 509 communities.
