One of my favorite episodes of The Office is “Fun Run,” where Michael Scott launches a corporate charity event to fight rabies – then promptly wastes a third of the money on a giant ceremonial check. It’s hilarious but also hits uncomfortably close to home.
Too often, companies treat philanthropy like a PR checkbox: write a check, pose for a photo, move on. Real community investment – investment that builds culture, loyalty, and lasting impact – requires more than a novelty-sized donation.
Here’s the thing: The most powerful thing your business can give isn’t money. It’s what you’re best at.
When companies lean into their strengths and offer in-kind services – marketing, legal advice, logistics support – they unlock transformational potential for both their people and their communities. This approach, often called skills-based volunteering, is what happens when businesses stop asking, “How much can we donate?” and start asking, “What can we do?”
At Informatics, we put this belief into practice through our Starfish Initiative, an employee-led program that offers strategic services to Corridor nonprofit organizations that might not otherwise have access to digital support. We help with websites, social media, email campaigns, analytics – whatever will help a nonprofit grow stronger and more sustainable. And we’ve seen the ripple effects: better fundraising results, more community engagement, clearer messaging, and confident nonprofit leaders who can spend less time troubleshooting tech and more time focused on their mission.
This isn’t just a “nice to have.” It’s a win-win. Not-for-profits are typically stretched thin, with limited access to communications, data, or technology expertise. A few hours of your team’s time could eliminate bottlenecks, launch a campaign, or streamline an organization’s workflows in ways that would take them months (or years) on their own.
Big or small, every business has something to offer. Walmart uses its fleet of refrigerated trucks to support Feeding America. Your company’s project manager might help a food pantry optimize distribution routes. Your HR pro might help a local nonprofit refine its hiring process. You don’t have to be massive to make a meaningful difference – you just must be intentional.
More than ever, employees want to work for organizations that live their values. A 2022 McKinsey study found that while 82% of employees want purpose in their work, only 42% believe their company delivers on that promise. This disconnect can hurt morale and retention. Skills-based volunteering bridges that gap. It shows that your company walks the walk – not just when the cameras are rolling, but when the community needs you most.
When employees see their daily work creating real-world impact, it deepens their connection to your mission and inspires stronger loyalty.
One quick note: If you’re leading a business, you probably already know that in-kind services are typically not tax-deductible. However, let’s be honest – if your primary motivation for helping others is a tax break, you’re missing the point. What resonates with your employees, your customers, and your community isn’t how much you give, but how deeply you care.
To borrow a line from The Office’s Pam Beasley: “There’s a lot of beauty in ordinary things.” What’s ordinary to your daily work might be extraordinary for someone else. So, what are you ready to give?
John Osako is CEO of Informatics Inc., a digital agency based in Cedar Rapids. Contact him at [email protected].
