Build a Winning Brand in 2020 by Doing Good for Others
“Doing well is the result of doing good.” ~ Ralph Waldo Emerson
In 2011 I had my first open heart surgery, something I never imagined could happen to me, especially after being diligent about diet and exercise. I had reason to be cautious after my father died young of a heart attack. He was only 46 years old. My dad’s premature death led to my passion for good health, including conscientious lifestyle choices and regular check-ups. It was during one of these routine check-ups nearly a decade ago that my doctor discovered something abnormal and requested further tests. Soon thereafter I learned I had a large aneurysm on my ascending aorta. They call this condition the “widow-maker” because there are seldom apparent symptoms and, undetected, the condition often leads to a fatality. Had I not been vigilant about getting regular check-ups, I likely would’ve died.
It took a potential heart attack to persuade me to think differently about my work — and my purpose in life. It caused me to reprioritize my values in a way that has ultimately made me a better businessman and family man. Becoming more philanthropic has brought deeper meaning into my life, and it has helped me forge deeper connections with my community.
Getting Started
My mom instilled in each of her eight children the value of being gracious and giving generously of our time. As a 10-year-old, I volunteered in my grandfather’s grocery store, stocking shelves and delivering packages to customers. In my adult years, however, making the transition from being someone with a generous spirit to becoming a philanthropist seemed like a giant leap. I wasn’t sure where to begin, and I put it off as a result.
Back-to-back open-heart surgeries over the span of just a few years brought some clarity to the situation. I wanted to find a way to demonstrate my deep sense of respect and appreciation for the medical team that saved my life, and it struck me that my unique skill set in video production and direct response marketing could help the hospital raise funds, while also spreading the word about the importance of regular check-ups. I had become an authentic testimonial for my own cause!
How to Become a Philanthropist in 5 Simple Steps
Donating my time and expertise to the American Heart Association and Virginia Mason Medical Center in Seattle, WA has been a satisfying experience, expanding my network of friends and professional contacts, and helping me to see my work in a different light. It also helped me understand philanthropy more broadly — beyond simply giving money to a favorite charity. Sharing what I know — and what I do best — allows me to engage in ways that can stretch the dollar value of my donation further.
To help you get started as a philanthropist in 2020 — or expand your giving in new ways — consider the following:
Choose a charity that matters to you. You don’t have to have a life-altering experience like mine to find a charity you’re passionate about. Ask yourself, “What is important to me?” The environment? Helping sick children? Education? Hunger? Ask yourself whether you want to support a large or small charity, old or new? There are many charities that need help so the first step to philanthropy is to determine what’s important to you. Find your “why.”
Make a plan. Determine how your unique skill set can benefit the charity you choose. Think about why you want to become a philanthropist and what you hope to achieve by giving. Becoming an effective philanthropist (rather than merely a generous donor) means planning to optimize the efficacy of giving.
Find inspiration from other philanthropists. When we’re open to learning from others, we benefit from their experience as well as our own — and we can acquire their wisdom and knowledge. I always look for the smartest person in the room. Who is the local expert on what I need to know? Who has the deepest well of experience for me to draw from? Who is contributing to positive change in the world?
Make connections. When we tap the knowledge of nonprofits and build trust in our community, we amplify each other’s strengths and arrive at better solutions. Think about your own unique skill set and how others can benefit by joining forces with you. Reach out to them by volunteering your time and expertise and forge an authentic connection.
Share your Philanthropy. A philanthropist is anyone who seeks to promote the welfare of others and does so by donating not just money, but time. If you’re well known in your community or business, your reputation can also be used to promote a good cause. My work for the AHA continues to be satisfying on a variety of levels. It has been a rewarding way to engage with my community and a way to give back without tracking profits and losses. It also gave me an entrée into the world of philanthropy coming from a place in my heart (literally!) where I wanted to do more.
OMPT/illuminAid
I recently got connected with a California-based organization that uses video to educate people in some of the world’s poorest areas. The company, called OMPT (One Mobile Projector per Trainer), is led by Matt York, founder and editor of Videomaker Magazine, who himself realized how his unique skillset could be used for social good. Because Matt and I have similar training and experience with video, his work at OMPT really resonated with me. It has been a “way in” for me to do more meaningful work on a broader scale, with video persuasion as a common link — from practical skill application to social good. Working with Matt is a prime example of how one’s expertise in one area can be transferred to another area with beneficial results for both parties.
Tie it to your brand in 2020
Before my heart condition forced me to look at work differently, my primary goals as a businessman were to grow my company and work with clients with whom I had shared values. But philanthropy wasn’t necessarily one of the values I prioritized above others. Now I see work through a different lens, and I find inspiration from partnerships that make a difference in the world.
With the New Year upon us, this is a great time to reclaim the resolution as a positive force for helping the world as a whole. I encourage you to think about what you can achieve beyond the board room — about how your unique skill set can potentially improve the quality of life of others. Imagine how much brighter 2021 will be if everyone resolves to do their part in making 2020 the year of generosity.
Originally published on Rick Cesari
Rick Cesari has been in the direct response and video marketing industry since 1994 and consulting since 1999. His passion is continuing that work and speaking to organizations to share that breadth of knowledge. You can follow his updates on RickCesari.com.
