London Inc. November 2020 - 42

LONDON GIVES
IN MOST CASES, ESPECIALLY AMONG MILLENNIALS,
EMPLOYEES WANT TO FEEL LIKE THEIR COMPANY
SHARES THEIR OWN PERSONAL VALUES
especially effective when the organization chooses a cause that aligns
directly with their core business.
For example, a publisher may get

involved in community efforts to
reduce or eliminate illiteracy among
youth. By doing so, that company
can bring thousands of people

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where they can take advantage
of what the company has to offer
and the desire to do something to
support the company that helped
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42 | londonincmagazine.ca | NOVEMBER 2020

A commitment to corporate philanthropy over the long term bolsters
efforts to recruit and retain and
engage talented employees.
In most cases, especially among
millennials, employees want to feel
like their company shares their own
personal values. Giving back to
the community through company
efforts motivates them just as much
as (or even more than) the financial
rewards of their paycheques.

BUILDING GREATER
OPPORTUNITIES FOR
INNOVATION
Finally, corporate philanthropy
can actually stimulate innovation.
For example, by giving grants to
educational facilities and foundations, companies can gain access to
new ideas, technical expertise and
valuable research they may otherwise have never had access to. In
many cases, this kind of alignment
with research institutions through
charitable giving can assist with
recruiting the talented graduates
of these programs to work for the
company.
By building a strategic corporate
philanthropy program around core
business objectives, companies can
be more successful in proving the
value of giving back.


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London Inc. November 2020

Table of Contents for the Digital Edition of London Inc. November 2020

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