This is precisely the time to consider why, how and where you donate based on adopting the principles of Strategic Philanthropy. More smart thinking here: www.peterlevitan.com

1. April 2008
A Citrus White Paper: Strategic Philanthropy.
Actual recession or not, many marketers are considering lowering their annual investment in
philanthropic donations. Because of this, Citrus believes that this is precisely the time to consider why,
how and where you donate based on adopting the principles of Strategic Philanthropy. Here is a
definition:
Strategic Philanthropy, also known as Cause Marketing, is a business strategy whereby a
company clearly aligns its mission and business goals with a nonprofit organization to create a
strategically tailored and mutually beneficial partnership. A well-designed program balances the
positive impact on the community with a clear understanding of the positive impact a giving
program will have for the company, its brand, customers and, importantly, employee recruitment
and retention.
Strategic Philanthropy isn’t about disguising self-serving activities under a veil of good intentions or
adopting a cause simply to sell more products. It is about sincerely showing your customers and
employees that you really care about your community and important causes. It is about having your
organization receive measurable benefits that will make you want to donate even more next year. This
is a win-win marketing program for your company, your employees and nonprofit partners.
Why participate with nonprofits?
Effective strategic alliances will enhance your brand equity and image, increase stakeholder and
employee loyalty and lead to increased revenue and sales for the parties involved.
It is not difficult to leverage your charitable activities to enhance your corporate image. Here are some
thoughts to get you started.
Think small. Consider working with local charities that can demonstrate in-market impact from
your donations.
Create alignment. Align your products, services and areas of expertise with an organization
that complements your company’s mission and business.
Lead by example. Set up a charitable program with clear community benefits to demonstrate to
your employees that your company doesn’t exist simply to make money.
Involve your employees. Build a program that gives your employees a sense of ownership and
a direct, visible connection to the good you are doing. Working with local charities will allow your
employees to participate on a personal level.
Spread the word. Most nonprofits have limited funds for advertising and public relations.
Leverage your giving to promote your charitable programs and to help create awareness for your
nonprofit partners. Pitch positive community-interest stories to the local press, have a charitable
giving section for your website and let your customers know what you are doing.

2. Think bottom line. If you and other businesses see a tangible benefit from giving, you and they
will give more. This may be the most compelling point of all.
Facts to support the concept of Strategic Philanthropy:
According to the 2007 Cone Cause Evolution Survey, a national survey on the attitudes of Americans
about corporate giving, there are many benefits to be accrued from Strategic Philanthropy:
87% of respondents said “I am very/somewhat likely to switch from one brand to another that is
about the same in price and quality if the other brand is associated with a cause.”
85% of respondents said “A company’s commitment to a social issue is important when
deciding which companies they want to see doing business in their community.”
88% of respondents said “I want companies to talk about their cause and corporate social
responsibility efforts.”
77% of respondents said “A company’s commitment to a social issue is important when I
decide where to work”
Citrus employs Strategic Philanthropy
Citrus is closely aligned with the Make-A-Wish Foundation of Oregon. We donate our services in
producing marketing strategies, branding, collateral materials and Internet marketing. We mention our
Make-A-Wish association and show our work when we pitch new business. Our CEO is on the board.
Importantly, our account management team, designers and copywriters view working on Make-A-Wish
as one of the most rewarding things that they do at Citrus. Granting wishes is very important to us.
Everyone at Citrus benefits from our association.
If you are interested in learning more about Strategic Philanthropy and how it can help grow your
business please give me a call at 541.550.4220. Our only goal is to help you to better understand how
Strategic Philanthropy can help our local charities.
Citrus – Bend & Portland – www.citrusbegin.com 2