Approaching community engagement

Northwest Arkansas has a strong history of community engagement. While it’s true that some companies don’t engage the community – either because they haven’t given it any thought or they have, and it sounds expensive – as a region, we have long over-indexed on our capacity for generosity and service.

My experience suggests there are a range of reasons why a company opts into the community.
One is the marketing value of any given opportunity. This is often highly responsive based on random asks. Companies may try to “spread the wealth” or run the calculus on logo size and placement, number of impressions or who else is involved to drive their decision.

A second reason is in response to an event. This could be a natural disaster or a seasonal drive like back-to-school or holidays. This is important, especially for those unforeseen significant events when neighbors are relying on neighbors.

A third reason is connecting to a cause. This connection could be at an employee level where a team member is affected or otherwise passionate about something. That connection can also be more broadly shared at the company level, driven by a more intentional decision to engage and build this into the business model.

As we move into 2025, I’d like to offer a few considerations for how your company might think about its choices and decisions.

First, engage where you have confidence. Jame C. Collins said in “Good to Great and the Social Sectors” that “the foundation for doing good is doing well.” You deserve to know that whatever your company offers will be stewarded well. The good news is that there are many very sound nonprofits in the region who “do good well.”

Consider, too, being on-brand. If there’s a natural connection between what your company does and a community cause to get behind, that’s smart for the community, your team and your brand.

Another is whether the dollars stay at home. I know companies that aren’t just about community in general but more so about “their” community. This heightens that emphasis on supporting our neighbors. Proximity with opportunities allows team members to get actively engaged through volunteer efforts, and engagement becomes more than just a check.

Don’t underestimate in-kind donations. Often, these are easier for a company to provide than cash, and they are a real help to a nonprofit by avoiding the cost of purchasing items or services.

Finally, think about the mechanics of giving. At times, it makes sense to designate a gift to a particular purpose; otherwise, undesignated gifts give discretion to the recipient. Administrative tools like payroll deduction, “jeans days” and employer matches help facilitate employees’ direct participation.

Whatever and however you decide to participate in the needs of our region, my challenge is that you are thoughtful and intentional. And on behalf of all of us counting on your support, thanks in advance for doing so.

Editor’s note: Chuck Hyde is the president and CEO of Hope Cancer Resources, a nonprofit organization providing cancer support and education to patients and families in Northwest Arkansas. The opinions expressed are those of the author.