As we look ahead to the new year, new decade in fact, the economic downturn provided the tipping point toward a new trend in hyper-local philanthropy that will impact the strategic planning for corporate philanthropy executives for years to come. Not to say that giving on a global scale won't be prolific and even grow, but Americans in particular will be taking a closer look at the needs at home, and how local corporate giving is bettering their communities.
Tracking a general renewed focus and engagement in community activities like local school advocacy, volunteerism and pot luck dinners, corporate philanthropy in particular will be hard pressed to support anything that does not fall within the scope of its core business or the interest of the communities in which it serves or operates. Big marketing and sponsorship dollars will (slightly) give way to highly focused local giving that is not only uniquely aligned with business, but better designed to demonstrate measurable impact. Consumers and shareholders alike will demand to see and understand the real impact of these charitable dollars on the business and in communities. Proof, in numbers, will be critical.
Helping businesses make the link from global to local and back again will take real creativity and specialty understanding of “generational” consumer tendencies particularly where giving is concerned. The saying "all giving is local" will be especially true in the coming years, given the economy. However, the maturation of digital Millennials will create an explosion of venture philanthropy that will reshape the giving scene and progressively demonstrate the power of the Internet and social media to create conduits for giving virtually overnight. These and other "user powered" modes of philanthropy will continue to widen the gap between philanthropy and programs designed by corporations to bolster their reputations. Grassroots giving will be the place to seed the changes all Americans are hoping for.
