Business Services Industry
Giving right
Entrepreneur, May, 2005 by Maggie F. Keenan
I was delighted to read "Charity Check" by Scott Bernard Nelson ("Personal Finance," March). As the owner of Giving Advice, a business that helps companies create giving programs, I have to say, Scott cited very resourceful websites for business owners who want to do good. As a giving consultant, I emphasize it's not just the check, or that the charity checked out. What is important is the purpose and connection of the gift to the business's objectives and vision.
Companies need to consider long-term strategies to giving that ensure effectiveness--in other words, a giving program that is results-oriented and accountable, managed and measured the same as all other business operations. Go beyond the charity check and focus on your company's positioning and strategy for giving.
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MAGGIE F. KEENAN
Owner
Giving Advice
Savannah, Georgia
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