Welcome to the second newsletter from Parker Development Services, a small company focused on creating and leveraging opportunities for non-profit and corporate growth.

http://www.parkerdevelopment.com/wp-content/uploads/2010/07/july2010newsletter.htm

In this issue you’ll find interesting articles about:

• Realizing corporate growth through community investments of capital and volunteerism (click here for the article); and,
• Recognizing the impact people can make within their communities (click here for the article).

You’ll also learn that we’re helping 52 community-benefit organizations find new donors and volunteers (click here to see the list).

And lastly, that we’re conducting assessments of community engagement, at no charge, to help businesses and individuals/families understand their current giving practices and, if interested, determine ways of creating greater good.

Enjoy the newsletter!

Pete

As a business leader, what is your impression of the non-profit community? Do you view the organizations within the sector as always seeking support in their attempt to create impact? Or, do you look at community organizations as vehicles of opportunity; vehicles of performance; vehicles of growth?

As a leader of your company, you’re continually looking for ways to maximize the return on your investments, particularly the funds spent on people and marketing. You incorporate all the typical (tried and true) methods of generating profits. But have you ever considered viewing the non-profit sector as an investment?

It’s likely that your business receives countless requests from local charities to make donations, sponsor events, or contribute to people in need. And, it’s likely that you’ve supported these organizations either through your marketing, charitable contributions, and/or advertising budgets for truly noble reasons. If you or your business has supported causes or organizations, kudos to you. There’s no doubt that your support met deserving community needs.

Have you ever leveraged your community investments? If you haven’t viewed the non-profit sector as a vehicle for corporate growth, you might consider taking a deeper look. As you do, you might want to keep in mind the potential value driven by corporate donations and employee volunteerism.

For example, did you ever think that one of your company’s best practices could be to feature employee volunteerism as one method of retaining your most qualified personnel? Not only are you adding a level of flexibility to your staff member’s daily routine, you’re enabling your staffer to become more in-tune and connected with the community. If you typically send staff to conferences to pick up new skills, you’ll see considerable savings (and improved skills retention) by encouraging staff members to volunteer in roles which could provide benefit to your company. One idea would be to send an accounting staffer to a non-profit organization which has an opportunity on its marketing and/or development committees.

As a result of Illinois-based, Adventist Midwest Health’s strategic plan, which aims to improve employee engagement and patient satisfaction, employee turnover has decreased and employee satisfaction has increased.

And for example, do you completely leverage the benefits offered through event sponsorships? With most, sponsors receive a table (or foursome), where they’re able to bring guests. Well, could you fill the spots with top clients or hot prospective clients? Most sponsorship benefits include public displays of your image (on letters, posters, advertisements, programs and/or websites. Rather than simply send a logo, you might think about sending along a message (like your mission, or a call-to-action). How about placing a reciprocal link with the charity’s logo (and reason for supporting) on your website? Would you consider issuing a press release announcing your partnership with the community organization?

According to the 2007 Cone Cause Evolution Environmental Survey, “There has been a shift in the value equation: good business used to be primarily about providing quality products/services at a fair value. But this is no longer sufficient for competitive differentiation. Companies need to display humanity and support issues that resonate with stakeholders to build emotional relevance and loyalty.”

These are just two examples to leveraging (and impacting) your company’s marketing and human resources efforts…or in a different light…your human and financial capital.

The UK-based Charities Aid Foundation, states it quite clearly, a successful community investment program can build partnerships with mutual benefit to your company and society; boost staff morale and company loyalty; develop your employees’ skills; enhance your company’s image and reputation; and, influence how government and local bodies see your organization.

Whether in difficult or strong economic climates, leaders in both the corporate and non-profit sectors need to continually look at opportunities for growth. When these leaders realize the strength and potential for excellence created through synergistic partnerships, everyone wins…the corporation; the community organization; and most of all, the community.

It’s no secret that building community strength lies at the heart of my personal and professional missions. I’ve sought to accomplish this by creating opportunities for both community members and organizations, linking organizations to resources (and vice-versa), and opening doors of possibilities.

While I continue working to strengthen community organizations, I actively engage with individual and corporate donors looking to be more strategic with their voluntary and financial gifting. Many are seeking to support organizations which are more aligned with their interests, goals, passions, and capacities to give. It’s exciting to see the synergy created by connecting these potential donors…which make ideal board, major gift and general volunteer candidates…to organizations interested in growth and community impact.

One of these donors, a successful local business, has asked me to present a roster of deserving community-benefit organizations from which they can choose to allocate their voluntary and financial resources. Presenting this list will compliment my next presentation (on June 15), which will be a discussion of the value of establishing community connections. While I know of many community organizations, I would serve as a more valuable resource if I presented a booklet (along with personal insight) of organization profiles.

To make this happen, I’ve designed a simple (3-5 minute) Community Information Profile Form to capture contact information, service opportunities, financial needs, and special event notes for community organizations. All organizations, regardless of location, are welcome to complete the form and, as a result, create a profile for the potential donors with whom I work.

The information form is located at: http://bit.ly/duEi5H.

Please note that your information will not be sold, but may be provided to those interested in learning more about your organization.

Because meeting with other individuals and businesses are planned, all organizations (regardless of geographical location) are encouraged to submit information. Even if just one connection is made, it could be that one connection which spurs a lifetime of outstanding support.

If you’ve read my blogs or consider me a friend or acquaintance, you quickly recognize that my passion lies within philanthropy…particularly building community strength. In a simple, single term, the word “giving” is central to the impact people can make within their communities (both locally and globally). And, while there are numerous definitions to this word, I personally view it as “growth”. Anyone, regardless of personal wealth, age, skill set, gender, physical condition, or cultural background, has the capacity to give time and/or dollar.

This particular blog addresses giving as it relates each of us as family and business leaders. The impact within the community is very similar, as are many of the benefits. The critical issue, quite frankly, are the many needs within our communities which need to be met…all driven at improving the quality of life of ourselves and our neighbors.

We can each give our time and/or financial resources for various reasons. Reasons can include:

• Making a difference;
• Greater community involvement;
• Making new friends and connections;
• Networking for business; creating leads;
• Learn about community needs;
• Generate corporate and community goodwill;
• Set an example;
• Follow the lead of those you admire;
• Recruiting and retaining employees, staff leaders;
• Support a personal passion;
• Helping others;
• Receive recognition;
• Seeking greater reward.

The list goes on and on. Rarely do I hear that donations are made for tax purposes. Most significantly, it’s the care, compassion and kindness of others.

During my brief 20 years as a non-profit professional and community leader, I see and encourage giving on a regular basis. I am continually impressed by the kindness of others. My hope is that many more people and businesses within our communities get involved by playing greater roles as financial supporters and volunteers. Perhaps more importantly, is how the giving is done, so that donors…and the causes or organizations they support…receive the desired tangible and intangible benefits.

I enjoyed reading Carla E. Dearing’s blog “Beyond Giving”, where she feels “there are a number of potential donors who are waiting to be inspired or challenged to give. Donors and charities can work together to find creative, new approaches to communicating their work and motivate these would-be givers to become philanthropists in their own right.” I found that her words give hope for the organizations which immediately drive the quality of life in our communities.

I believe that businesses and individuals can influence the “greater good” by developing effective giving strategies to achieve their charitable, community-engaging and direct (personal/corporate) goals. And, while the process can be extremely simple or in-depth, costly or complimentary, wise and effective personal/corporate giving follows a strategy that aligns charitable giving activities with objectives, vision…and undoubtedly, impact.

It’s time to prepare our Generation X & Y counterparts for community leadership.

I’ve read recent blogs addressing young leadership and their roles or, lack thereof, on non-profit boards. In Emily Heard’s “Why Don’t More Members of Gens X and Y Join Boards”, she reminds us that only 2% of board members were aged 30 or younger according to Board Source’s Nonprofit Governance Index 2007 study. Various reasons for the lack of young board leadership were listed, most predominantly (in my opinion) was “skepticism about the need to have various generations on boards”.

I’m a Gen Xer who has served on no less than 10 boards over the past five years. Despite my relative lack of board experience, I can share that boards can certainly use an infusion of fresh leadership. Though the “freshness” does not necessarily need to relate to age, there are certainly advantages of recruiting young leaders, including:

• Fresh perspectives
• Ease in orienting, training and mentoring
• Enthusiasm to serve on committees
• Knowledge of the ever-advancing technology
• Ability to network through social media channels
• Connection to young future leaders

 They also possess the characteristic of caring. I have seen many board members (perhaps myself included) lose the interest and passion they once held for certain causes and organizations, yet remain on boards. New leaders, particularly young activists, can pick up the load once carried by active board members and move it and the organization forward.

I found the following statement in Rosetta Thurman’s blog, “Do Nonprofit Boards Really Want Younger Members” particularly insightful…“The “under 30″ focus is really important to note because that age bracket encompasses all of Generation Y, the largest generational demographic behind the Baby Boomers at 80 million strong. Which means that there are a lot of young people out there who can be recruited for board service.”

It reminded me of the Meyer Foundation’s Ready to Lead report in 2008, which stated that “the nonprofit sector will undergo large-scale executive turnover in the near term and that it is uncertain if we have a workforce that is willing, prepared, and—not least of all—enthusiastically ready to assume leadership positions.” There are far more baby boomers than Gen Xers and Yers, potentially leaving a significant leadership void within our communities.

It is time to address the future strength, vision and impact of our community organizations. Thankfully, organizations such as the Points of Light Institute, HandsOn Network and local volunteer centers are in place and addressing community leadership on a daily basis.

Here in Northern Nevada, a solid group of leaders has chosen to propel the young leadership continuum forward. For the past two years, the Reno-Tahoe Young Professionals Network has focused its efforts on introducing young professionals to community and civic organizations. In fact, it launched a donor-funded campaign to educate and engage young leaders with organizations seeking key volunteers and board members. In its brief year of existence, The Pebble Project has linked 324 young professionals with 61 local community organizations.

The same organization has voted to start a board matching program, aimed at educating board members-to-be on all aspects of board leadership…and connecting each participant with a community organization.

These two projects are sure to ignite a spark of philanthropy in the Reno/Sparks area, creating a legacy of leadership for years to come.

I encourage organizational leaders (board and staff) to assess their leadership structures and personnel and seriously consider filling voids and creating opportunities for young leadership. We are eager to lead (especially if there’s direction), excited to serve and passionate about our communities. Plus, just imagine the skills we can learn and hone…then apply in our respective workplaces.

The future is here, the future is now.

Pete Parker is a consultant striving to enhance the level of philanthropy in communities.

Volunteerism…A Great Sport