Do Gooder...

"More than 80% of the money raised by charities in this country comes from individuals," says The Better Business Bureau's Wise Giving Alliance (www.give.org). It seems sad that business giving is so little. But, being a good corporate citizen can have big marketing potential.

Most charities are happy to work with you to raise support. And the media is more than willing to give free publicity to honest charitable efforts. Years ago I worked with Chicago's Olive Branch Mission, the oldest homeless shelter in the US. My client, the John Hancock Observatory, held a personal care item drive. We got tons of publicity before, during, and after the event. Ticket revenues increased. And, most importantly, the homeless benefited.

With a little creativity you can develop a program that works for you. It's usually best if the charity somehow ties in with your business -- like MADD for an auto bodyshop, Illiteracy Volunteers for a bookstore, or Humane Society for a pet shop. Depending on how and to whom you donate, there may even be tax advantages. (Ask your tax consultant beforehand.)

Don't get me wrong. Doing good is it's own reward. But if that's not enough incentive for Corporate America to give more, then let me appeal to self-interest. Whatever it takes, let's get that business giving number up!

- Phil Sasso