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Coldhearted or Too Charitable? Developing a Firm Giving Policy and Its Marketing Effects

By Bruce W. Marcus, Contributing Editor

There is no firm in business today that isn't inundated regularly by requests for contributions, whether they are for charitable, community, or political causes. For the community-minded firm, the requests can be overwhelming, as is the feeling that you do indeed want to help the organization requesting your help.

But how can you serve your community—and frequently, your firm—without hurting your own firm's budget and community relations? If you say yes too often, you dissipate your budget and your firm's time and energy, but how do you say no without seeming to be coldhearted and indifferent to community or charitable needs?

Creating a Policy for Giving

The array of charitable and political requests is vast, and puts many a firm in the position of having to make painful decisions about each request. A firm giving policy can help. It serves to depersonalize the process, without diminishing its value, and is understood by most professional fund raisers.


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