A full-page ad in The New York Times stated boldly that $60 million – over $1 million a week – was donated in 2012 to a variety of recognized charities and community causes. The ad was not from a charity or fundraising organization. It was from one of America’s largest retailers. Why run a full-page ad announcing charitable giving instead of a sale? Because statistics prove over and over that customers, if given a choice, prefer to do business with good corporate citizens, those who support charities and causes they see as valuable to their community.

More and more companies understand the balance sheet is more than numbers and have developed values that are stated, respected and carried out. Generosity is one of those values. It demonstrates a genuine corporate value that benefits the company, its employees and the community.

Generosity comes in all sizes to fit nearly every business. How is it recognized? True generosity is noticed if its goals are visible and more than a sales or morale booster. If your company is looking for ways to give back, consider these options:

CASH CONTRIBUTIONS

In Louisville, Ky., Tom Monahan, chairman of the United Way Campaign, wanted to encourage greater participation at all levels of business. But he also had another goal: “to blow away the stereotype of greedy companies interested only in the bottom line.” Cash gifts were recognized in a new fashion.

Monahan enlisted the help of community leaders and organizations to create a “Partners in Philanthropy” publication and an awards banquet to showcase funds for the United Way and demonstrate the many examples of community generosity. Both the publication and banquet recognized businesses that gave the most in cash contributions to nonprofits in the city.

Categories were designed to recognize large, medium and small companies for their cash gifts. Small businesses were also recognized for the difference they made in a category called Partners in Innovation. A number of family-owned business leaders were included in this new recognition program. A local design company won for its work in renovating dormitories at a youth treatment center and for enlisting others for gifts in kind to complete the project.

VOLUNTEERS MATTER

Businesses that encourage employee volunteer days at a local nonprofit of their choice get a double bonus. Employees enjoy serving, and local nonprofits see your company in a different light. If giving your employees a paid day off isn’t possible, write a check to an organization representing the value of an employee’s work. Or schedule a “generosity day” for employees to sign up for a community or team project. Helping build a house for Habitat for Humanity, spending a day at a soup kitchen or shelter, or helping in a school or community center are team-building events as well as acts of generosity.

Here are a few of the dividends that corporate generosity creates, according to Volunteermatch.org:

• 94 percent of companies surveyed believe volunteering raises employee morale.
• 92 percent of people who volunteer through their workplace report higher rates of physical and emotional health.
• 88 percent of employee volunteers report that volunteering provides networking/career development opportunities.
• 66 percent of employees report a greater commitment to the company as a result of their experience as volunteers.

There are many more creative ways to be generous. Look around your neighborhood, your community, and see how what you do every day can become more evident and beneficial to others.

LITTLE THINGS COUNT

“Giving” actually multiplies what you are “receiving.” Walk into a Sam’s Club or Costco at 1 p.m. on almost any weekday and you can basically have a free lunch – and not by ordering at the lunch counter. As you walk down the aisles, you’ll find hot foods from pizza to burgers, cold and hot beverages, sweets and treats of all sorts freely handed out. Whole Foods and Trader Joe’s are doing the same for their customers.

Why this generosity? Even if the goal is not necessarily to be generous as we think of it, generosity pays dividends:

• It gets attention.
• It is cost efficient.
• It builds top-of-mind awareness.
• It may increase sales.
• Customers or clients perceive a benefit.
• There is a spillover effect to other areas and products.

But how can you be generous when your business consists of services that you can’t give as samples – or you have too few employees to volunteer You can:

• Offer discounts to charitable organizations.
• Give time or funds to community projects.
• Participate in a community event that is not business-related.

Customers and potential customers will take note, and you’ll generate positive publicity. Commit to generosity in the true sense of the word and it will make a difference that can pay dividends for years to come and build your balance sheet in ways that simply can’t be quantified.

Remember, your bottom line may not only be measured by revenue received but also by resources shared. Generosity is a business vitamin that will build a healthier bottom line.