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Charity: What is the Use of it?

 

Ulvi Akhundli, ISAR-Azerbaijan 

 

Over the past several years specialists from many different countries have studied the reasons for initiating 

partnerships between commercial structures and nongovernmental organizations and the character of such 

interactivity.  In most cases, the motivation of Azerbaijani entrepreneurs coincides with that of their foreign 

colleagues.  The information presented below may help NGO representatives understand their potential partners.  

Creating a positive image is a goal for any business striving not just for immediate profit, but also for long-term 

success. In order to create a favorable opinion about the company and establish good relationships in the region 

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where the company  works, companies have to become involved in the community.  Precisely for this purpose, 

business structures support local cultural, leisure, sporting, humanitarian, and social events. 

Company advertisements placed in publications of third sector organizations can be a very easy and effective way 

for companies to support NGOs, while improving their image.  Assistance with charity events is another effective 

method.  The distribution of coupons to participants of such events offering goods and services at a discount would 

be a clever way for sponsoring companies to promote their goods.  Such coupons could be enclosed in the 

publications of charitable organizations. 

Gaining publicity and establishing positive public relations through community involvement or support of charitable 

organizations comes more cheaply than by other means.  Small donations may be mentioned in the local media, and 

larger donations can attract the attention of the national press, radio and television.  As any advertising professional 

will tell you, modest “advertisements” within newspaper articles or television or radio stories carry more weight that 

more traditional advertisements which are paid for by the company itself.   

The sale of a company's goods at a discount during large charity events is also possible.  It is important that the 

company direct its sales toward the participants in the event.  For example, a company selling medicine may attract 

the attention of consumers by supporting hospitals, polyclinics or NGOs which bring together people with different 

illnesses.  However, a company selling food for domestic animals would be more successful supporting publications 

about cats, dogs, and birds or by sponsoring the construction of shelters for homeless animals. 

One more effective  use of charity is to improve the environment in the town or region where the company works. 

This could include equipping the area with necessary utilities, organizing leisure time for children or funding events 

for garbage removal.  The direct benefit of this work is the chance to work in a pleasant environment.  Indirect 

benefits of this activity include fostering a positive attitude towards the company among the local population and 

government bodies.   

Support for vocational training (especially among young people) and refresher courses for unemployed people can 

also improve the quality of life in the region where the company works.  It is always possible that some of the people 

who receive such training will become partners or employees of the company. 

Another benefit to the company is the improvement of interrelations within the company.  Charitable activity 

promotes the moral development of the staff, strengthening their participation in the activity of the company.  The 

company should encourage their staff to directly participate in charitable activities as volunteers, experts or 

specialists.  By doing so, they extend their range of interests, establish new contacts, expand their experience, 

knowledge and skills, and strengthen their feeling of self-worth.  These factors play a positive role in employees' 

performance is the company and, in turn, in the company's overall success. 

 

Whatever approach the company decides to take, management should look at participation in charitable activity as 

an investment.  Each manta donated can bring a maximum return to the company in the form of popularity, increase 

in sales and an influx of new clients and partners. However, the company should not gauge the success of such 

activity on the short-term results of the project, or immediate returns 

 

Finally, each charitable action of the company should be well organized and very thoroughly thought out.  Charity 

works when it is done well. 

 

(Material for this article has been adapted from Andrey Verbitsky, Bulletin of Charity, N-5, September-October 1996, 

page 12.)