Success Minus Charity Equals Lost Opportunities

Success minus charity equals missed opportunities

Commentary by: Earle Airey

People would rather do business with organizations they can trust. Trust promotes safe relationships that build on a foundation of truth, service, and accountability. Friends of mine that worked in the automotive industry whose career spanned multiple brands found their families buying the models they worked on. When the technician was working for a Dodge dealer, the family bought Chrysler products. When they started working for Saturn, the family eventually started driving Saturns.

Obviously the trust built was not totally in the product, but rather in the person. In the Disney movie about Preston Tucker it was mentioned that people don’t buy stock in companies, they buy people they can trust. Trust must be the cornerstone for any organization that desires to make a positive difference in its industry and consequently in our society. That trust must be cultivated externally (customer/clients, vendors, suppliers, etc.) as well as internal (employees, temp workers, sub-contractors, etc.).

What does this have to do with charity? Charity is a gift selflessly given. People can usually tell when gifts are sincere. It can be used as a trust builder. We enjoy the comforts of safety and trust is a wonderful enabler. When given the choice in my experience, people will gravitate towards those they can trust (I know, a real duh moment.). Let me share some examples.

There is a company in the Cleveland/Akron area that provides IT support for small to medium businesses (SMB’s). They have monthly “lunchinars” where they share relevant information useful to their target audience. It is free to attend this event and they provide lunch. Once a year they have a picnic that anyone can attend in celebration of customer appreciation and another year of successful business operations. They briefly mention who they are and what they do but 97% of the focus is on delivering relevant content that is practical to their audience. By being charitable with their information this company has draws clients regularly and enjoys repeated growth.

A software company in the Cleveland area makes it a point to get involved in the community. A manufacturing company in the Akron area does the same. The effect is that when well executed it builds trust in the community. Lives are positively affected and a reputation is built. I don’t know about you, but I love a story that has a happy ending. When stories about what these companies have done in the community go public, the happy ending they created swings trustworthy creditability in their favor. That’s an ROI you just can’t buy.

Any company has the resources to be charitable. The Internet enables doing this for only the cost of a computer with access to the web which most of us have already. A newsletter, blog, social media, and more are just a few ways to give freely. This blog you are reading now is one such example. If I can do it, anyone can.

I would challenge to say that with all of the examples of organizations that give freely of themselves in a responsible sincere manner will reap what they have sown…and then some. Of course there is no guarantee, but the potential is well worth the risk and there is so little to loose by the effort.

So in summary I would just reiterate the title, success minus charity equals lost opportunity. An organizations success can be enhanced through charitable giving that will give it a competitive edge not just because of better public relations, but because they deserves it.

What’s your take? Talk back; your comments are always appreciated.