Studies show that the Millennial generation is very interested in working for organizations that have pro-social, community-oriented agendas. They are so interested in this approach that some candidates will even pass up higher pay to work for companies who support charitable efforts. If you are considering getting your firm more involved in your community by supporting charitable organizations, your efforts will not only benefit the charity, it will make your firm more attractive to younger applicants and help to build a greater sense of satisfaction among your existing team members.
Charities can come in many forms: reducing poverty, improving education and literacy, supporting health initiatives, supporting young entrepreneurs, supporting the disadvantaged, disabled or those with brain-injuries, helping veterans, promoting sports, the arts and history – the list is endless.
How do you decide which one to support? If you have been privately involved with or benefited from the efforts of local charities, consider supporting them publicly through the efforts of your firm. If you don’t already have an affiliation, ask your team for ideas. It’s a great way for them to feel they are contributing to this process. You might also take a look at some of the charities your referral sources are passionate about – if you are authentically inspired by the mission of the organization; you might be able to join your efforts with theirs. But make sure the work done by the charity is something you can be passionate about – you won’t stick with it in the long run if you aren’t truly invested in its mission.
As you plan for 2014 consider featuring a charity at your firm’s signature event. Or consider starting the tradition of having a signature event and spotlighting a charitable organization. You’ll make the charity happy, you’ll make your team happy, and raise your firm’s profile all at once. As we’ve mentioned in earlier posts, doing well by doing good is a win-win situation.