Young men and women filed into the theater in the early morning, chattering and laughing with their friends. Some dressed in jeans and t-shirts, others in khakis and pullovers, and even a handful in their Sunday best. So unlike the typical military uniforms or gray gym shirts and shorts with the black block letters A R M Y across the front. Under their pretense of joking, though, a bit of apprehension could be detected in how their eyes darted from their platoon sergeants to the families lining the back wall. An elderly couple waited patiently sipping their coffee; a mother with her two children answered their excited questions quietly; and a middle-aged man was on his cell phone with his wife back at home preparing the meal explaining how he was bringing home two more soldiers than anticipated.
As my co-worker and I began to call out the names that would match the soldiers with the families for the day, the young men and women still in training shyly made their introductions to excited families waiting to take them home for a Thanksgiving dinner and some quality down time at a home-away-from-home.
In my past government public affairs career, each Thanksgiving I spent working the United Service Organization’s Adopt-A-Serviceperson program where soldiers in Advanced Individual Training at Fort Eustis, unable to make it home, were paired with participating community members to spend the holiday with a surrogate family. Upon their return to the post, the Fort Eustis Public Affairs Office, in charge of the event coordination with the USO, heard countless stories of how the Soldiers were made to feel part of the family through helping with preparation of the dinner, playing backyard football after dinner, in turn “adopting” the younger children of the families as little brothers and sisters for the day playing video games or just hanging out, and sharing traditions with their adoptive families from their own backgrounds.
The case for community service in business
Thanksgiving is a favorite workday for me. From my time at Fort Eustis where I worked with local media to feature military food service specialists’ all-nighters in the dining facilities the night before the big day and, after the morning Adopt-A-Serviceperson program, covering the special meal for the installation newspaper to now sharing activities with other expats in lands where the holiday isn’t a work holiday, Thanksgiving is the perfect time to develop and re-evaluate how you support your community.
Known in the business world today as Corporate Social Responsibility, this proven strategy of community service in business has created a new dynamic in how we view businesses’ obligations to society. Carol Cone, known as the mother of Cause Marketing and Edelman’s Global Practice Chair on Business + Social Purpose, explains CSR as a “strategic, long-term approach that is fully integrated into business practices and leverages core competencies to address relevant social issues.” According to a Forbes’ article, businesses that have a strong CSR strategy enjoy a 43 percent stronger public image than those with a weak strategy, and a Time’s article reported that 77 percent of consumers find it important for a company to be socially responsible.
Along with these insights, I believe there is also a moral dimension in supporting the community around your business. I’ve used the phrase before on this blog and ardently believe that “to whom much is given, much is expected.” Without the continued support of communities, be it physical, online or both, our businesses would cease to function.
Incorporating community service in your business
There are many ways you can contribute to your community through your business, such as charitable donations and pro bono work. As Cone advocates, though, your CSR program needs to be strategic instead of a one-time tactical piece to achieve your business objectives. Your strategy for giving back should also reflect your business values to be authentic and trustworthy. Below are some recent examples of community service in business that can spark an idea or two in your own CSR planning.
1. Providing free “intellectual capital”
Members of the Hampton Roads Chapter of the Public Relations Society of America recently provided free communications and marketing advice to 16 non-profit organizations during the United Way of South Hampton Road’s ‘Day of Caring.’ These non-profits received full consultations for free that typically can run in the thousands of dollars. For the volunteer work, the Chapter was recognized by the national board of the PRSA with the first-place PRServing America™ award.
What “intellectual capital” can you offer?
Amedeo’s Italian Bistro opened its door to the less fortunate during the Australian Thanksgiving dinner, feeding more than 100 people at the halfway point. The chef prepared a traditional turkey meal with restaurant-specific trimmings.
Can you host an event with your business for the less fortunate?
3. Making donations in times of crisis
Many companies have made monetary and product contributions recently to the Philippines in the aftermath of the devastating typhoon earlier this month. Though you most likely will not be able to make the size of donations at the level of bigger companies, consider making a smaller donation to your local emergency chapters, such as the Red Cross.
CVS has begun its annual fundraiser, ‘Thanks and Giving,’ in support of St. Jude’s Children’s Research Hospital. Each customer will be asked if they would like to add $1 or $3 to their total purchase to support the campaign. The proceeds will go to rehabilitation services for the children who may face developmental, cognitive or physical challenges due to their diseases and the treatment of them.
Can you partner your business funds with a charity to help raise money?
How can you provide community service in your business?
As this holiday season makes it way throughout our businesses and personal lives, I would love to hear how you are giving back. Let me know your ideas for community service in business in the comments below. I wish you and yours a Happy Thanksgiving!
