A couple years ago, my Dad saved me a bag of milk jug caps from Oakhurst Dairy while spending the summer at our family place in Holden, Maine so I could use them as props during training workshops on strategic philanthropy.  The caps each had a sticker on them stating that Oakhurst Dairy donates 10% of profits to kids & the environment.  They also ran commercials on TV that mentioned their community involvement, as well.

I am in Maine this week and saw that the May 22nd edition of the Bangor Daily News had a half page color advertisement for Oakhurst Dairy with the headline: “Vote Local. Vote Quality.  Vote Oakhurst.” The ad showed a milk jug and a lid - both displaying that they still are committed to 10% of profits to support healthy kids and a healthy environment.  While the ad does not say so, when reviewing their website, Oakhurst donates 10% of pre-tax dollars - which represents a significant commitment to community on their part.  Many companies calculate their percentage donation based on after tax profit.

On the website, Oakhurst states, “As a family owned company, we try every day to be more than just the best milk on the shelf. The people who choose Oakhurst are our friends and neighbors, and it thrills us that as Oakhurst has grown, so too has our opportunity to be part of a wider community.

We appreciate the people who choose to drink our milk – that’s why we donate 10% of pre-tax profits to causes benefiting kids and the environment. Keeping that pledge has enabled us to give hundreds of thousands of dollars to organizations making a difference in our community.

Everyday in New England is filled with new opportunities for families to explore, learn and have fun. And we’re excited to be a part of it. So we sponsor hundreds of events across northern New England celebrating life in our community – like fairs, festivals, parades, amateur and school sports, coastal clean-up days and more!”

The website gives a list of some of the nonprofit organizations they have supported recently.  I always like to see when businesses list the names of the actual organizations they have supported.  Some also list the dollar values of that support.  Oakhurst does not and neither does my company Business Nonprofit Connections.  If you don’t give some specifics about what types of causes you support and some examples of the types of organizations on your website or other marketing materials, it is something you should consider, in an effort to improve your transparency and “get credit” for what your company is doing.

This was the fourth year that Metafolics Salon in Denver sponsored Beauty for a Cure, a one day fundraiser in honor of Marsha Gardenswartz who has been battling fourth stage melanoma and is a long time client of salon owner Jason Linkow.  On Sunday, May 4, 2008, the Metafolics folks all donated their time (and the salon the beauty supplies) to offer event supporters any hair service for a $100 donation to raise money for cancer research at the University of Colorado Foundation for Melanoma Research.  In addition to their choice of a complimentary hair service, supporters also received a free melanoma screening with one of two well-know local skin care doctors, as well as educational materials about melanoma prevention and treatment. 

I initially heard about “Beauty for a Cure”, sitting in Jason’s chair while getting one of his fabulous hair cuts. The first year Metafolics did the fundraiser, they collected just over $5,000 to donate.  Since then, Jason and his staff have grown the event after learning a few lessons on promotion and leveraging resources along the way.  Unfortunately, I was in Maine this year working on my book and could not attend the event personally.  However, last year I did attend and while they were able to raise over $10,000, I know the Salon folks were disappointed with the level of attention and support the event received.  However, to their credit, this did not deter them from going it again and finetuning their approach - including starting the planning and promotion much earlier and adding a second doctor to allow provision of more screenings.

And…the results were FABULOUS!  The event this year will gross over $68,000 for the CU research center!  How exciting!  Roughly $8,000+ dollars were collected through direct donations for services provided by Metafolics staff.  Through Jason’s efforts to leverage the Salon’s donation, each $100 donated was matched by $1,200 in funds from other foundations.  Talking to Jason, it is easy to see he is very pleased with the dollar amount raised this year.  However, he is also proud of the education and awareness this event brings to clients and the community.  Also, because of the free skin cancer screenings associated with the event, several people now know they have the disease and can do something about it before their chances at a full recovery are diminshed greatly.

In addition to donations for services the day of the event, Metafolics also offers clients the opportunity to donate, even if they could not participate that day.  “If people would like to donate, they can do so on the CU Foundation Web site, www.cufund.org. Click ‘Give Online’ and then select the health sciences campus, then University of Colorado Cancer Center and indicate “melanoma research” in the notes section. To send a check donation, make the check out to the CU Foundation and indicate “melanoma cancer research” in the subject line. Checks can be sent to: CU Foundation, Gift Processing, P.O. Box 17126, Denver, CO 80217.”

Also, Metafolics got great press for Beauty for a Cure this year.  Kathy Walsh of Denver’s Channel 4 did two great news spots about the event.  Check them out:

http://cbs4denver.com/video/?id=41367@kcnc.dayport.com

http://cbs4denver.com/health/skin.cancer.fundraiser.2.713163.html

Congratulations Metafolics Salon on your successful signature event in 2008!

I interviewed Jason Linkow, owner of Metafolics Salon in Denver, for my upcoming book Business Philanthropy: How Smart Businesses Give Back.  Jason is a smart business man and a deep thinker.  I knew he gave a great haircut and did things in the community, but I after interviewing him, I was VERY impressed with his business savvy and authentic commitment to making a difference while leveraging scarce resources to grow his business.

Jason explained, “A salon, if you look in the dictionary, is a gathering place for the community.  So, in my business plan, it was very important that we give back to the community, which gives to us.  It’s a symbiotic relationship.  Right now with just one location, we pull clients from all over the state.  So, we have a very large community that comes to our salon.”  

Jason explained that Metafolics chooses organizations to support on two levels: personal commitment or as an entire business.  He says, “Any employee that works in my business, myself included, if they have a cause that they personally care about, can suggest charitable directions to head in, as can the customers in our chairs.” 

Metafolics gives back in a variety of ways from small to large.  “For example, a lot of people who are on boards that do fundraising for their schools may come in and ask us for silent auction donations and things of that nature.  That’s a very small level of how we could partner with different small entities where our time is worth money.  It is not necessarily a monetary donation but we’ll give complimentary gift certificates and things of that nature.”

For larger efforts, Jason takes a very strategic approach to Metafolics’ community involvement, especially when their support will involve a significant investment of time, dollars, product or use of their facilities or marketing materials. “If there is going to be an expense to the business, because we are a small business and don’t have tons of excess funds to distribute that way, it’s important for us that it is a symbiotic relationship where the charity is benefitting from our involvement, but in some way we’re also benefiting by working with them…whether it just be through publicity or getting our name out there. 

“At the end of the day, doing a good deed always feels great.” He says that the Salon makes smaller scale donations out of the kindness of their hearts and to keep their name out there in the community. However, for larger scale efforts, a very important consideration for them is whether it will be a win-win for both organizations.

Jason sees many benefits from Metafolics involvement in the community.  “The obvious benefit is that we’ve had a bunch of new clients come in who might have won our hair cut or hair color at an auction and never would have been in our salon if it wasn’t for that. Also, the repetition of hearing our name over and over, creates more brand awareness.  So when somebody does say this is where they get their hair done, it clicks, it makes sense, they’ve heard of us, it makes us more legitimate.  On a bigger level I think, depending on the cause, certain communities are very good about supporting the businesses who support them.  We’ve been asked time and time again to contribute to other events that might have been because of our involvement in another fundraiser - it just kind of snowballs into other things. All in all, it’s great for the individual technician but it’s also good for our business and the culture within our business.”

Food for Thought:
Have you thought about your criteria for which community events or causes to support, as Jason has? Have you segmented the decision-making process based on level of effort or resources that will be required? Do you understand what benefits result from your efforts?

As I cut through the Saks Fifth Avenue store on my way out of the Cherry Creek Mall in Denver last week, I noticed a standing sign right inside the door with black plastic bracelets, the new visible charity support product everybody is offering.  On the counter was a stand with a sign that said:

“A single bracelet can provide someone in need safe water for five years. $5. Unsafe water and lack of basic sanitation cause 80% of all sickness on the planet and kill 2.2 million people every year. charity:water is a nonprofit organization that builds fresh water wells in developing nations. 100% of all proceeds directly funds water project costs. To purchase bracelets, ask any Associate or for more information, visit saks.com.”

So that caught my attention…but the display stand in the cosmetic department was empty.  I struck up a conversation with a sales associate, told her about my blog and focus on business philanthropy, and she went in search of more bracelets to stock the display so I could buy one.  She was also clearly very proud of Sak’s philanthropic activities and also mentioned me to me several other causes the chain actively supports including St. Jude’s Hospital.  Clearly Sak’s approach to giving back is adding value to the employees’ morale and offers a way to further strengthen their reputation as  “good company” in the eyes of their customers while offering a way for them to get involved.

When I went to the Charity:water site, they had a link on their home page about their Saks partnership.  It states:

We are proud to announce a new exciting partnership with Saks Fifth Avenue this Mother’s Day.
The campaign launched while our team was in Ethiopia, and already has raised more than $120,000 to fund freshwater wells in Sub-Saharan Africa, India and Central America.More than 100 Saks Fifth Avenue stores worldwide are carrying $5 charity: water awareness bands, and $20 charity: water Mother’s Day e-cards are available on Saks.com. Customers and clients have also been sponsoring $5,000 wells. 100% of all proceeds directly fund clean water project costs.
As a small organization, we’ve been humbled as thousands of Saks employees nationwide have championed our cause, and come up with creative ways to raise awareness and then funds for wells. Some have featured water installations in their store windows, other employees have “sold” clean glasses of water to customers. Others have rallied to collect and sell their personal used jewelry to raise money. The $120,000 raised in only 2 weeks can give 6,000 people clean water for 20 years.”

I liked that the nonprofit featured Saks so prominently and also gave real dollar figures for the support provided to them. When negotiating any partnership with a nonprofit you need to be sure to clearly discuss how the nonprofit will let their supporters and the general public know about your efforts. Don’t be shy about helping give them some specific ideas - I talk to too many businesses that are not clear in discussing their expectations up front and then are disappointed that the nonprofit staff did not “come up with” fabulous ways to spread the word on their own…and some folks are irritated about that. So get clear, negotiate specifics and be willing provide technical assistance (like have your marketing or PR folks involved in writing copy for a website or press release) to make it happen in a quality way, when necessary.

Another food for thought item from this example - what size nonprofit organization do you want to work with? In this case, charity:water is a small organization and Saks’ support can make a HUGE impact on their ability to provide services to those in need. If you provide your support to a worthy but very large organization, your visibility and impact will of course be far less. Something to consider…

I got a “personalized” email today from United Airlines asking me (a customer!) to join their efforts to leverage support for China earthquake relief through their partership with the American Red Cross.  I liked they were proactive in sending out the request to their huge network of frequent flyers and offered me an easy way to get involved to do my little part to help out.  I also liked that they said “no contribution is too small.”  They are offering 500 miles as an incentive for a minimum $50 donation which helps spur me to action - how about you?

Dear Ms. Susan Hyatt,

On May 12, a powerful earthquake struck Sichuan province in southwestern China with a devastating impact on the lives and livelihood of millions of people. Our customers can assist the response effort by contributing through the American Red Cross to the China Earthquake Relief Fund.

Mileage Plus customers who donate $50USD or more will receive 500 miles as a one-time bonus. The United Airlines Foundation will support customers’ donations with up to 5 million miles for this bonus mile offer. In order to receive the miles, email your electronic American Red Cross receipt to ChinaRelief-Miles@united.com. 

No contribution is too small.

We thank you in advance for your support and generosity, and for partnering with United to make the world a better place to live, work, travel and do business.”

Nicely done, United! Are there causes YOUR company cares about for which you could leverage your networks to provide greater assistance/support than you could using only your own philanthropy budget? The name of the game is to think partnership…not just with nonprofits, but also with customers and other stakeholders.