4 Ways Goods Can Do Good

by Kate_NFG on ‎07-27-2011 2:27 PM, EDT - last edited on ‎01-11-2013 2:45 PM, EST by Network for Good Specialist

It’s time to reconsider the potential of product giving, otherwise known as in-kind donations, as part of a holistic CSR strategy. 

 

I had the pleasure of attending a panel entitled “The Future of In-kind Giving for Nonprofits and Companies”, hosted by The Case Foundation and moderated by Geoff Livingston of Zoetica.  The panel achieved a balanced view of product giving opportunities including insights from the nonprofit and corporate sectors. 

 

Panelists included:

You can follow the event conversation on Twitter at #Good360

 

Here are a few nuggets to take away from the event:

 

Product giving is important for your employment brand.

According to H&M, product giving and demonstrable community impact is very important to employees.  Their young employee base is very active in the community and really wants to know what good the company is doing. 

 

Product giving can help with a new market entry.

H&M sees in-kind donations as a way to drive awareness in new markets.  Getting H&M apparel in the hands of community members helps build street-level brand presence and give the company a compelling media story to tell around a new store launch.

 

Product giving should align with overall CSR and business goals.

Cindy Hallberlin of Good360 asserts that any good corporate-nonprofit partnership should benefit both organization’s strategy and mission.  Companies looking to give away products should 1) make sure in-kind giving aligns with the overall business and CSR goals and 2) make sure the goods match a specific nonprofit need.

 

Product giving is not totally free for nonprofits.

In order to take in physical goods, nonprofits need to transport, store and distribute the goods in service of their mission.  All of those steps require resources, both in terms of money to pay for transportation and logistics and for staff to handle the goods for program use.  In other words, the corporate product donation is just the beginning.  Corporations can offer to cover such costs and more and more, nonprofits are looking to individual donors to provide smaller donations that can add up to cover these after product donation costs.  Good360 estimates that every $1 of cash contributions from individuals results in $70 of market value in goods getting to the nonprofit beneficiaries. 

 

If your company is interested  in learning more about product giving opportunities, Good360 (formerly Gifts In-Kind) is a wonderful resource.

 


   

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Companies for Good shares insights on cause marketing and corporate social responsibility topics to inform your charitable engagement with consumers and employees. Network for Good empowers corporate partners to unleash generosity and advance good causes. The blog celebrates that work and provides expertise and resources to help you do well and do good. Learn more

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