When creating a startup, it’s normal for your focus to be on things like developing a product or service, acquiring customers and generating that all-important revenue. Philanthropy, if it enters the entrepreneur’s mind at all at this stage, is something to consider and celebrate later on when the business is a success and funding is more readily available.
However, too many startups lose ground or fail by thinking too short term. Integrating philanthropic schemes into your business model from the very start can yield significant benefits not only for society but also for the company’s long-term success. Here’s why and what else entrepreneurs should consider when starting a new venture.
Align Philanthropy with Business Goals
Maximize the impact of any philanthropic efforts – for both the wider world and your business – by integrating them with your company’s mission and core values from the very start. Maybe you encountered and overcame some challenge or social problem on your way to being an entrepreneur, and your philanthropy is aimed at helping others do the same. Can your product align with a broader issue or need – for instance, if you’re selling energy-efficient lighting could you support efforts to combat energy poverty? If you’re a health tech startup, support other health-related causes. Such alignment creates a cohesive brand story and not only makes your philanthropic activities more authentic but also more effective since you can bring your company’s expertise to the issue.
Define Clear Objectives
Just like any part of a business, don’t be tempted to envision a lofty goal that you can’t realistically achieve. Consider what exactly you want your efforts to bring to your chosen cause – raising awareness, contributing to social change, supporting a specific community, funding research or something else? Clear goals will help you measure and assess your impact and adapt your philanthropic strategy if needed.
Build Partnerships
Know where expertise lies. Collaborating with established non-profits, community organizations and other businesses can maximize your impact. This could be other businesses engaged in philanthropic initiatives in the same field as yours, educational institutions carrying out relevant work or ‘on the ground’ groups that you can assist with resources.
Ensure Sustainability
Always think for the long-term – short-term philanthropy is barely worth the name. Avoid one-off contributions that will have limited effect and will be forgotten quickly. Aim for long-term commitments and programmes that can grow with your business. Consider linking some of your capital or profits to a grant fund, and employing the services of a grant management firm to handle its growth and distribution in line with your objectives.
Be Flexible
Philanthropy doesn’t just mean financial donations, and these are increasingly seen as rather inauthentic and short-term. More effect, both with regard to the cause and the positive impact to the public perception of your company, can be gained by things like in-kind contributions (offering your product or service to those in need) or volunteering time are all valuable. Again, consider how your activities can align with your company’s expertise and services – if you’re a tech company, consider donating software to non-profit organisations or running free coding workshops to youth programmes, for instance.
Engage Stakeholders
Meaningful philanthropic projects can be a significant boost to employee attraction, morale and engagement – social programmes and philanthropy are things that increasing numbers of employees look for when choosing where to apply. The same applies to investors, be they corporate funds or wealthy individuals, and customers. Engaging these stakeholders can enhance your company’s reputation and support network.
Create a Culture
Finally, foster a culture of giving within your organization. Encourage and empower employees at all levels to contribute ideas and participate in philanthropic activities. A culture of giving fosters a positive work environment and reinforces the values that underpin your business.
