6 ways to find the right charity for your company to support

Posted by Paul R. Witkowski

March 21, 2016

Giving to charitable causes is big business.

Corporate giving, according to Giving USA,

totaled $17.77 billion in 2014, an increase of

13.7 percent over 2013. It’s a system of sound

business practices that guides this flow of

revenue, which, in many ways, holds the

nonprofit sector under closer scrutiny than

corporate America. Recently, allegations

surfaced about overindulgent spending at

the Wounded Warrior Project. In light of

these accusations, how can a company

ensure that its donated money will be

responsibly spent on the programs it wants

to support?

Here’s our six-step approach to make sure you find the organization that best aligns with your philanthropic goals.

1. Do the research.

Fiscal transparency is the underlying principle in nonprofit management. Websites such as CharityNavigator.com,

Charitywatch.org and GuideStar.org provide an objective evaluation as to how efficiently an organization is using

its contributed revenue to operate its programs. Professional organizations that serve a nonprofit community,

such as trade associations or regional foundations, have a finger on the pulse of their constituent members and

can offer valuable insight and research.

2. Seek a healthy balance.

The percent of the charity’s total expenses spent on programs and services is a key factor to examine. Top

ratings usually go to those with the highest program-spending ratio. However, it is just as essential to analyze the

effectiveness of an organization's internal spending. Everyone knows you must invest money to make money. A

drastically low overhead could indicate undue stress on staff, infrastructure and operations. Determining how

well a charity invests internally reveals its competitiveness, professionalism, excellence of service and vision to

grow with the support of a company such as yours.

3. Be strategic.

Your company’s philanthropic mission should align with its overall business and its business goals. The inspiring

traditions, culture and uniqueness of your company will best articulate the greater impact you want to make. If

you are a staffing firm, consider giving to a charitable cause that helps people receive employment skills or higher

education. Organizations such as the Take Our Daughters And Sons To Work® Foundation and Dress for Success

provide college scholarships. But don’t get so caught up on your identity that you lose sight of your closest allies.

Factor into the equation the concerns that matter most to your stakeholders, clients and employees.

4. Determine your overall goal.

Think about how broad of an impact you intend to create. Something close to home may be of primary concern

or an issue of regional or national significance could be the focus. Identify what you expect in return for your

charitable support. Determine what is of most value to you, whether it’s building brand awareness, expanding

market reach, making key strategic contacts or simply giving back. Identify the benefits you expect, with the

understanding that these deliverables ultimately translate to real costs for your beneficiary organization.

5. Examine measurable data.

The lifeblood of a charitable organization is its data. With the use of software such as Efforts to Outcomes®,

social service nonprofits can record and track every client interaction. This enables charities to demonstrate

measurable impact, foster a culture of transparency and ensure strict accountability to its funders.

6. Make a trial run.

Start with a project on a smaller scale, with a clear and finite scope. You might not need to open the deal with

hard dollars. Charitable organizations also benefit from in-kind services, donated space, equipment use or

employee volunteer hours. Observe how the organization operates. Compare the promised benefits to what’s

really delivered. Evaluate how well your organizations work together as you consider moving the relationship

forward.

Let Axia Public Relations guide your search. Our experts have helped dozens of companies build relationships

with worthy causes to advance their missions. Contact us today and find out how to get the most impact from

your philanthropic giving. Axia offers a free guide to gaining the most value from your PR firm. Download it to

learn how the right PR agency can optimize your media coverage and ultimately grow your brand and increase

your profits.

PATRON UPDATE

Tuesday, July 2, 2013

THE 2013-14 SEASON - Find out more!

Dear Patrons:

With the 2013 fiscal year end and a new concert season just ahead, I am pleased

to provide an update on the Jacksonville Symphony’s progress, news about its

engagement in the community, and our vision for the future.

First, I am sure you will be thrilled to hear that overall, the Symphony’s financial,

artistic and organizational health has improved immensely this year, as announced

at the June 27, 2013, Annual Meeting. More people are contributing and going to

concerts, and excitement is building for new artistic leadership on the horizon.

Growth in ticket sales has occurred in several areas. Pops and coffee single ticket

revenue increased by 10% and 7%, respectively. Audience participation drove

several sold-out performances including Handel’s Messiah, the Magical Music of

Disney, Itzhak Perlman, and record numbers for Holiday Pops. Masterworks,

Coffee and Family series have all posted growth, as well. Philanthropic

contributions increased significantly. The annual fund grew by 13% this year,

thanks to many generous increases, several hundred new gifts and many

returning members. This year’s $400,000 Florida Blue Community Challenge

reached the highest level of donor participation in just three months!

Event initiatives to build new, sustainable revenue are underway, including the

return of Starry Nights. High-profile special events will include a gala honoring

Fabio and Aida Mechetti, and concerts by artists such as Michael W. Smith, Sir

James Galway, and the Indigo Girls.

This bright outlook for the Symphony is indeed a turnaround, signified by the

approval of a 2013-14 balanced budget at the June 27th board meeting. Most

importantly, the newly approved by-laws will create a more engaged board, with a

reduction in the size of the board and structural changes to empower decision-

making at the committee level.

Artistically, Fabio Mechetti’s “dream season” ended on a high note with Britten’s

War Requiem. The upcoming season will feature eight dynamic young conductors,

as the Jacksonville Symphony searches for new artistic leadership. Each concert

will offer an opportunity to experience their unique artistry and build anticipation

of what’s to come. Community concerts are planned in Fernandina Beach,

Jacksonville Beach, San Jose and Clay County.

Annual Meeting participants bid farewell to former Executive Director Stacy

Ridenour, as she begins her new role as director of development for the Sarasota

Opera. The Symphony has welcomed two new staff members on the development

team; Lorraine Roettges was hired as director of institutional giving and Jennifer

Barton was hired as individual giving manager. Lorraine brings extensive

experience as a grant writer. Jennifer is an experienced orchestra fundraising

specialist joining us from the Baltimore Symphony.

Enclosed is an article from the Florida Times-Union, detailing more of the exciting

changes ahead. On behalf of the orchestra, staff and board, thank you again for

your continued support of the Jacksonville Symphony.

Sincerely,

David L. Pierson

President

Join the excitement! The new season is just ahead with celebrated guest

conductors, top entertainers and special event variety. Click here and find out more!

MISSION:

To create experiences that enrich the human spirit and inspire a lifelong love of music.

The Jacksonville Symphony Orchestra (J SYM) is one of the leading orchestras in Florida and the

Southeast. The Jacksonville Symphony Association is a nonprofit institution offering cultural and

educational experiences for the community. J SYM is sponsored in part by the City of Jacksonville, the

Cultural Council of Greater Jacksonville, the State of Florida, Department of State, Division of Cultural

Affairs and the Florida Arts Council.

This is an e-newsletter from the Jacksonville Symphony Orchestra, with information on concerts, events

and activities. We respect your privacy and will not sell your email address to any other party. Send us

your comments or questions via email to SoundBytes@jaxsymphony.org.

Multi-Channel Communications Plan Overall Communications Objectives:

Jacksonville Symphony Association Achieve wide recognition of Jacksonville Symphony new music director and season opening events.

Debut of Music Director Courtney Lewis Target young demographic.

Fall 2014 Emphasis on visual media. Attractive, name/face recognition. Dynamic personality.

Build capacity audiences for opening weekend.

Build demand leading up to 2015-16 season announcement in March 2015

Timing Event Audience Communications Objective Channel(s)

05/29/14 Media interview/Photo - Jacksonville Magazine Advance work

06/15/14 Web Video - announcing Courtney Lewis Constituents, Culturally aware Build familiarity online, social media

06/29/14 Media article - T-U Editor's Column Civic-minded Endorsement print, online

07/01/14 Media article - Jacksonville Magazine Culturally aware Introduce to the community print, online, social media

07/15/14 Media - submit article to Arbus Advance work

07/15/14 Media interview - Classical Voice North America Advance work

08/04/14 Media interview - Times-Union Advance work

08/04/14 Media interview - Daily Record Advance work

08/04/14 Media interview - Folio Advance work

09/01/14 Media article - Arbus Culturally aware Announce season opening print, online, social media

09/03/14 Media article - Folio Students, Young professionals Appeal to young audience print, online, social media

09/08/14 E-newsletter - advance - early Sept Constituents/Stakeholders/Patrons Announce season opening email

09/12/14 Media article - Classical Voice North America Industry Reach national audience online

09/22/14 E-newsletter - advance - mid-Sept Constituents/Stakeholders/Patrons Announce season opening email

09/22/14 Program book cover, welcome letter, article Constituents/Stakeholders/Patrons Enhance opening, debut excitement event, print

09/22/14 Event - Rotary Club Downtown Rotarians Personal relationships/Community building event

09/22/14 Event - Staff Reception Administrative Staff Internal morale building event

09/23/14 Photo shoot at rehearsal - Times-Union Advance work

09/24/14 Event - Main Library, meet and greet, concert preview

talk

Culturally aware/Downtown professionals Personal relationships/Community building event, social media, TV news

09/24/14 Media interview Channel 4 Morning Show Wide distribution Introduce to the community TV, online, social media

09/25/14 Media article - Daily Record Downtown professionals Announce season opening print, online, social media

09/26/14 Media article T-U Wide distribution Announce season opening print, online, social media

09/26/14 Concert - Opening weekend 3 performances Patrons Performance experience event

09/26/14 Event - Pizza with the Players students Appeal to young audience event, social media

09/26/14 Event - Post-concert receptions Constituents/Stakeholders/Patrons Personal relationships/Community building event, social media

09/28/14 Event - Youth Orchestra rehearsal appearance Constituents/Students Appeal to young audience event

09/28/14 Event - BRASS Bonanza - volunteer affinity group Stakeholders/Patrons/Donors - Beaches

area

Patron/donor relations event, social media, print

09/29/14 Event - Orchestra reception Musicians Internal morale building event

09/30/14 Event - Arts and culture leaders reception Stakeholders Personal relationships/Community building event

09/30/14 Event - symphony chorus rehearsal appearance Constituents/Volunteers Internal morale building event

10/01/14 Media interview - WJCT First Coast Connect Wide distribution Introduce to the community radio, online, social media

10/01/14 Photo shoot with orchestra Advance work - Marketing/PR

Timing Event Audience Communications Objective Channel(s)10/01/14 Photo shoot for "READ" poster - Jacksonville Public

Library

Youth, families Community relations, appeal to youth library, schools

10/01/14 Media interview - Entertaining U Jacksonville Advance work

10/01/14 Event - Downtown Vision Reception, Art Walk

participation

Stakeholders/Culturally aware Personal relationships/Community building event

10/03/14 Media interview - Good News in Jax Wide distribution Introduce to the community online, social media

10/04/14 Event - Appearance at Thrasher-Horne Jacksonville

Symphony Concert

Clay County patrons, arts community Personal relationships/Community building event

10/05/14 Event - Jaguars game - Conduct National Anthem Wide distribution Introduce to the community event, online, social media

10/05/14 Event - Board reception Stakeholders/Patrons/Donors Patron/donor relations event

10/07/14 Media interview and photo shoot - Metro Jacksonville Advance work

10/07/14 Event - ARIAS reception - volunteer affinity group Stakeholders/Patrons/Donors -

Amelia/Fernandina

Patron/donor relations event

10/08/14 Visit to DASOTA, conducting students - T-U Photo

Opportunity

Wide distribution Appeal to youth/student audience print, online, social media

10/08/14 Event - Symphony Guild tea - volunteer affinity group Stakeholders/Patrons/Donors Patron/donor relations event

10/08/14 Media interview - First Coast News - The Chat Wide distribution Introduce to the community TV, online, social media

10/09/14 Media interview - Channel 4 - This Week in Jax Wide distribution Introduce to the community TV, online, social media

10/10/14 Event - Lunch with Social Media Contest Winners Young professionals, culturally aware Appeal to young audience social media

10/20/14 E-newsletter - recap - mid-October Constituents/Stakeholders/Patrons Patron relations email

11/01/14 Media article - Entertaining U Jacksonville Students, professionals, culturally aware Introduce to the community print, online

11/03/14 young professionals - develop strategy; announce in early

2015

Young professionals Marketing to young audience social media, email, online

11/10/14 Media article and photo gallery - Metro Jacksonville Young professionals, culturally aware Appeal to young audience online, social media