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Dear Reader,
Welcome to the first issue of Perspective, a new e-mail newsletter
from Kids in Crisis, designed to highlight innovative business and
non-profit connections.
Perspective stems from the many questions we get from area businesses
and organizations that ask “What are some of the ways we can
help?” The goal of Perspective is to provide you with news of unique
corporate and nonprofit alliances, as well as developments in corporate
philanthropy which may impact your business. We hope you will enjoy
the fast, easy-to-read format and be inspired by some of the creative,
meaningful ways businesses are teaming with Kids in Crisis to benefit
children and families throughout Southwestern Connecticut. As always,
we welcome your feedback on Perspective and any suggestions you may
have for future issues.
Enjoy,
Shari Shapiro
Executive Director
Kids in Crisis
All Around Good Sports
Expanding upon an innovative program launched last year, employees from GE
Commercial Finance in Stamford recently led a successful effort to raise more
than $60,000 for Kids in Crisis through a multi-faceted fundraising initiative,
tied to one of the most challenging events in sports: the triathlon.
This year, 19 employees from five local GE businesses – Aviation Services,
Equipment Finance, Energy Financial Services, Consumer Finance and Equity –
banded together in a fundraising event centered around the fifth annual Ford
New York City Triathlon on Sunday, July 10th. This Olympic-level event
included a 1.5k (.9 mile) swim in the Hudson River and a 40k (25 miles) bike
ride along Manhattan’s West Side, capped off by a 10k (6.2 mile) run through
Central Park. The dedicated team of GE participants, all of whom finished the
race, was able to raise the money from friends, family, co-workers and business
partners interested in supporting the many Kids in Crisis programs that benefit
families and children from throughout Fairfield County. “The widespread support
and interest we had last year – our initial year -- fueled our enthusiasm to repeat
this physical and financial success and expand our efforts to include many more
throughout the GE family,” says Chris Beers, Vice President and Counsel at GE Commercial
Finance’s Aviation Services unit. Beers was the lead organizer of the fundraiser
and a participant in the triathlon.
An integral element of the program with GE was their hands-on involvement with the
children staying temporarily at the Kids in Crisis Nursery and Teen House in Cos Cob.
To build a greater sense of teamwork, the GE group partnered with the adolescents to
describe distances and the difficult training regime, simulating the workouts needed
to compete in a triathlon. Just prior to the race, they also shared dinner and some
early evening games and activities at the Kids in Crisis campus. Last year, the
residents of the Teen House developed a tag line and t-shirt design for the triathlon
participants; the three-handed logo (depicting the three legs of the triathlon) and
the “KIC IT…into high gear” tag line was used again this year, prominently displayed
on brightly-colored green T-shirts worn by the participants and their cheering section
waiting at the race’s end.
“GE Commercial Finance has developed one of the most effective, integrated fundraising
programs to benefit Kids in Crisis,” says Alon Marom, Director of Community Giving for
the agency. “It serves as a model for other companies and organizations who want to
provide their employees with a hands-on approach to supporting community efforts.”
Adds Beers, “the program is a real example of commitment, dedication and giving,
enveloped in a unique team building experience for employees.”
Companies or organizations who are interested in developing a distinctive fundraising
program for their employees should call Alon Marom at 622-6556. “Certainly, it doesn’t
have to involve strenuous physical activity,” says Alon. “But together, we can develop
a creative, effective program that goes the distance for employees and the children
served by Kids in Crisis.”
How Important Is Giving?
While cynicism seems to have become a state of mind in recent years, the results
of a major, new research study, “The Cone Corporate Citizenship Study,” show that
Americans care strongly about companies who support social causes, going so far
as making individual spending, employment and investing decisions based upon the
programs and causes corporations invest in.
The study of 1,033 adults shows that men and women have grown to expect that businesses
will play an active role in addressing society’s needs. An overwhelming majority (86%)
report they are very/somewhat likely to switch from one brand to another if it is
about the same in price or quality, or if the other brand is associated with a cause.
That’s a two percent increase over a similar 2002 study; a significant 20% increase
over 1993 figures.
Companies that remain skittish about promoting causes or individual issues should
know Americans have a growing acceptance of cause-related marketing. Since 1993,
the number of people who report it is “acceptable” for companies to involve a
cause or issue in their marketing efforts has grown 6%, from 66% to 72% of those polled.
Yet, only four in ten Americans say companies are communicating their efforts well. Where do
Americans turn to hear more about corporate support? From family and friends, government agencies,
news reports, charities and the company itself. When learning about cause-related marketing
directly from the company, 41% prefer to learn through advertising, 38% through
product packaging and 36% from brochures and newsletters.
The report also shows the impact a company’s social commitment has on individual
decision making. More than 8 in 10 (85%) say it impacts which companies they want
to see doing business in their community, as well as where they want to work (81%);
almost three-quarters (74%) say it determines which products and services they
recommend to other people.
According to Richard Zimmerman, Senior Vice President, Bank of America, and member of
the Board of Directors of Kids in Crisis, "the results of this survey send a clear
message to decision-makers that 'doing good' makes good business sense and they should
not be shy about communicating their commitment."
State of Connecticut Gives Back to Corporate Taxpayers
Did you know that by donating to Kids in Crisis, your firm can receive additional
state tax credits? Kids in Crisis is part of a select group of tax-exempt
organizations who qualify for The Connecticut Neighborhood Assistance Act (NAA)
Tax Credit. For corporate givers, that means an additional 60% tax credit of the
amount contributed (with a minimum donation of $250) to the Kids in Crisis Nursery
program. Companies have up to two years to claim the tax credit, making corporate
giving to Kids in Crisis a generous – and financially savvy – decision.
For more information, visit the Corporate Giving section of the Kids in Crisis
Website at
www.kidsincrisis.org.
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