G I V I N G G U I D E 2015
www.HartfordBusiness.com December 15, 2015 • Hartford Business Journal 5
THE BUSINESS CASE
FOR GIVING
T
he case for businesses to consider a philanthropic
giving program, whatever the size or scope, has never
been stronger.
Is there any question that if given the choice, 99 percent
of the workforce would prefer to be affiliated with
organizations that give back to the communities where
they are rooted? What are the chances that a customer,
confronted by a decision to buy from an organization with
a reputation for giving and community involvement, or a
second more aloof and disengaged, wouldn't rather buy
from the first? And how far out of the way would we go as
customers, to patronize a business that we view as a good
citizen? And how long does a brand advantage like that
keep us coming back?
When the subject of volunteerism, philanthropy, or
mentoring comes up at the neighborhood holiday party or
summer cook out, are there very many of us so modest or
disconnected that we won't speak in positive, even glowing
terms about our own company's commitments and good
works, up and down the chain of command? How many
of us wouldn't share our own experiences with giving back,
should our employer be far-sighted enough to make options
to contribute meaningfully available? Come to think of it,
wouldn't some of us lead the conversation, eager to tell our
story, and share our experiences with giving back?
Whatever you call it, and however we do it, giving is good
business. And more and more, it is clear that businesses, and
their engaged workforces can be catalysts for the change
that we all want to see in our communities. We hope that
when it comes to how you might deploy your money, and
your time and focus to a giving program, that this year's
Giving Guide will prove a useful tool. In it you will find
great organizations that serve our market in many ways, and
however your company chooses to express philanthropic
efforts, you will likely find partners here whose missions and
visions are highly resonant with your own.
Enjoy!
Joe Zwiebel
President and Publisher
Hartford Business Journal
From the Publisher
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