In follow up to Ron Sidman’s blog This is Us: The Role of Core Values in Your Company, it is particularly important this time of year to expand your philanthropic support. Not only does it benefit your community, but it also identifies your company as being a responsible public citizen and can improve company morale.

With more than 30% of annual giving happening in December, and 10% happening in the last three days of the year, we asked JPMA Cares Chair, Jennifer Mitchell, about how companies can boost their corporate giving strategy as we approach the largest giving time of year.


Q: Tell us more about yourself and your background.
Jennifer: I have 25 years in the consumer products business growing companies and brands. I believe we make a living by what we get. We make a life by what we give. Everyone has the power to give. Money is not the only commodity. We can give time, our expertise, our love, and our compassion.

Q: Why is philanthropy good for business?
Jennifer: Today’s consumers are always looking to link purchases with a purpose. They expect that the brands they support are doing good in the world and like it even better when their specific purchase can be linked to bettering the world and helping others (examples are Warby Parker with glasses, Tom’s Shoes, and Walgreens Get a Shot Give a Shot).

Q: What are some “must haves” for a corporate giving program?
Jennifer: The quick answer is: Transparency, urgency, and a clear explanation of the need and impact. Consider aligning your philanthropy with your brand and engage your employees in deciding where community dollars go. Not sure where to start? Ask yourself and your employees a few questions:

• Which neighborhoods, which populations, which issue areas, and which partners would be well-aligned targets for support? Which assets might be most impactful to use?
• What’s the approach?
• What are the desired outcomes?
• How does your company convert its philanthropic strategies into strategic philanthropy?

Q: How do you inspire or motivate others to give back?
Jennifer: Simply explain the need and give them a simple and easy way to join. It works even better when you can link your product with the impact, for example by buying certain baby products you help protect babies around the world. Find meaningful opportunities for employee volunteerism. Many people like to give their time to their communities and appreciate when their employers organize impactful service events and encourage participation by letting them serve during business hours.

Q: What is JPMA Cares doing for #GivingTuesday and how can JPMA member companies get involved?
Jennifer: JPMA Cares is committed to advancing the health and safety of babies and young children. Together with the United Nations Foundation, we hope to raise $500,000 to support UNICEF’s efforts to supply 5,000 children in the Horn of Africa with “ready-to-use therapeutic food”, or RUTF. At least 6 million children in the area face or are already suffering from acute malnutrition. In the coming months, it’s estimated that 1 person will die of hunger every 36 seconds, many of them vulnerable babies and children. The JPMA Cares Board of Directors has already approved a $10,000 donation from the foundation towards this goal.

JPMA members can help provide life-saving nutrition to children affected by this devastating food crisis in various ways:

1. Donate essential funds to provide relief to families in need (Thanks to a kind sponsor, 100% of your donation will go towards hunger relief)
2. Use our toolkit to encourage consumers and influencer partners to donate and spread the message
3. Encourage employees and colleagues to give with a matching donation or other incentive

To get involved with JPMA Cares through financial support, product donations, volunteering or more, please contact Meredith Birkhead at mbirkhead@jpmacares.org.

Whatever path your business takes to serve the community, the example it sets for civic engagement is an important one that will communicate brand value to customers and increase employee engagement while making the world a better place.