Improving Profits Through Charity Work

Executives have discovered a new method to accomplish two strategic objectives:

1. Increase profits.
2. Make a positive impact in the community.

The method is known as corporate volunteerism, and the premier example in the real estate industry is a partnership with HomeAid America. More than 7,500 companies agree with me.

Corporate relationships with nonprofit organizations have deepened in the past few years, reflecting a new strategic approach to philanthropy. Companies are tying corporate philanthropy to business objectives. This is a smart business decision. In fact, corporate volunteerism has become so integral to business success that 52% of companies now have a community service message in their mission statement.

Nonprofit organizations have changed significantly to accommodate this new strategy, becoming vehicles for companies to accomplish their objectives rather than bureaucracies in which charitable efforts cannot be tied to visible benefits.

Testimonials
Recent research confirms that properly managed corporate volunteerism (described later in this article) improves profits. If you are skeptical of the research, here is what some industry leaders say about their corporate volunteerism programs with HomeAid:

• David Weekley, CEO of David Weekley Homes - "HomeAid is a charitable organization that the building industry can really rally around. Many of us have been so blessed by our industry that it's great to be able to give back in a way that allows us to use our unique talents and gifts so that more families can live in safe, dignified environments."
• Larry Webb, president and CEO of John Laing Homes - "All of our employees get as much out of the efforts emotionally and spiritually as anyone who is helped through these good works. At John Laing Homes, giving back to the communities where we build is a heartfelt and integral part of our corporate mission and values."
• Les Thomas, president of the Southern California division of Shea Homes, regarding the donation the division makes for every customer satisfaction survey returned - "We find that we get a very high response rate from our buyers when they know that simply answering a few questions will benefit such a worthwhile cause."
• Ian McCarthy, president and CEO of Beazer Homes USA - "The HomeAid program is the perfect way for us to give back to the communities in which we do business throughout the country."
• Jon Jaffe, Western Region president of Lennar - "Lennar is proud to be a national builder captain working with HomeAid to provide shelter for those who wouldn't otherwise have it. Our vision is to help take this companywide and to inspire other builders to get on board."

Corporate Volunteerism
A partnership with an industry-related charity allows companies to improve their communities and their profits simultaneously. By establishing a corporate volunteerism program and partnering with organizations such as HomeAid, researchers have discovered the following: