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Charity Starts At Work For Maryland Companies

Charity Starts At Work For Maryland Companies

Nonprofits see corporate support dwindling, but some businesses continue to give. While nonprofits throughout the region predict corporate donations to be sliced in half this year, philanthropy remains business as usual to some Maryland companies. About 42 percent of nonprofits surveyed by the Center for Nonprofit Advancement said they expect giving to go down this year, adding that such support has already dropped 11 percent since December. The Washington center supports more than 13,000 nonprofits in the region.

Those companies that support charitable efforts, through either monetary or in-kind donations or volunteer labor, get intangible benefits, experts say.

Such efforts give businesses something to talk about in their marketing communications that does not sound entirely self-serving, said Judy Harris, associate professor of marketing at Towson University.

“It potentially grabs customers’ attentions and builds awareness among a target audience they might not normally reach. It also works as a reason for people to purchase, if they can tell themselves they’re supporting a business that supports others,” she said. “It improves the brand image of the company in the long run.”

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