All Australian businesses lie somewhere on a ‘philanthropy continuum’ that stretches from true altruistic intention at one end to expedient tax incentives at the other. While individual motivations and how they choose to participate are rightfully varied, what often unites most businesses is a sense of being overwhelmed by a crowded charitable landscape and the choice of giving vehicles.
It’s an understandable conundrum, given that two major forces are colliding in a powerful way at the Australian philanthropic intersection, pushing more businesses to consider their social responsibilities.
First, there’s the growing social need, evidenced by the burgeoning 55,000 tax concession charities (which has doubled since 1990) and the mounting divide between rich and poor, often shrouded in a two-speed economy.
The second is more encouraging – the emergence of more professional services, formal tools and programs, as well as an impending charity commission and online charity portal, all of which are particularly useful for the SME business community. This force is decluttering and demystifying the landscape, allowing companies to get on with their core business and rely on a growing pool of experts to strengthen their philanthropic output.
“Most SMEs simply do not have the resources to dedicate a staff member to their philanthropy, and, even if they do, it can be difficult for that person to fully understand the intricacies of philanthropy and of working with the community sector,” says Vanessa Meachen, research and policy director with peak body Philanthropy Australia.
“While Private Ancillary Funds (PAFs) are appealing, community foundations [independent philanthropic organisations working in a specific geographic area] make excellent partners for businesses that wish to make an impact within a specific geographic region. They are also generally very knowledgeable about the issues faced in that region and are best placed to help.”
This sentiment around collaborating with industry experts is also shared by Melbourne-based multidiscipline advisory practice Morrows, whose philanthropy division is partnering with one of the country’s most experienced teams, Australian Philanthropic Services, to offer tailored solutions for their private and business clients.
“While some of our clients establish private foundations or PAFs, there are concerns as to the relative level of cost and compliance, so some clients are also considering community foundations and cause-specific public funds,” says Morrows principal and director Alistair Hamblin.
“We still prefer the flexibility of PAFs; however, there needs to be a significant contribution of funds at the outset for it to be practical.” (Some say $500,000 to $1 million to gain true benefit, whereas sub-funds with a public fund can start at around $20,000.)
[breakoutbox][breakoutbox_title]Case study – Unico Community Fund[/breakoutbox_title][breakoutbox_excerpt]In 2008, after 14 years of managing its own giving program, Melbourne-based IT firm Unico teamed up with Australian Communities Foundation and hasn’t looked back.[/breakoutbox_excerpt][breakoutbox_content]
In 2008, after 14 years of managing its own giving program, Melbourne-based IT firm Unico teamed up with Australian Communities Foundation and hasn’t looked back.
The subsequent Unico Community Fund (a sub-fund of the Foundation) has been the vehicle to help the company donate $160,000 to charitable causes around Australia, allow several hundred hours of volunteering from Unico’s 120 employees and help oversee the delivery of pro bono IT services.
Employees contribute to the community fund through payroll deductions, which increases efficiency of the program, and the business matches contributions dollar for dollar, a common practice that not only energises employees but also maximises the fund’s potential.
Finding a focus
“Before we set up the sub-fund, we had little structure or drive behind the giving of the company and staff,” says program director Cameron Schmidt.
“We were doing great things but not in an organised way. Setting up the sub-fund forced us to think about exactly what we were trying to achieve, which, in turn, gave us a way to engage staff fully in a workplace giving program by showing them exactly where their money would benefit our community.”
Who has the fund helped?
“The fund focuses on social disadvantage, the environment and the arts,” says Schmidt. “Each financial quarter focuses on one specific area … the committee manages the process, which includes researching the sectors and organisations and seeking input from our employees and also the Foundation team.”
Project beneficiaries have included FareShare’s ‘Feed Melbourne’ (street hunger program), the Ardoch Youth Foundation Literacy Buddies program (helping disadvantaged children with literacy) and Mind Australia/Sprout Community Garden (supporting mental health recovery through gardening initiatives).
The results
“The Foundation is an integral part of our philanthropic picture – the staff are dedicated, knowledgeable and extremely helpful in all aspects of making philanthropy work for an SME,” says Schmidt.
The Foundation’s chief executive, Clare Brooks, says community foundations are the perfect place for SMEs to start, as they can “assist businesses with building a sustainable social investment program that aligns the core business strategy with a community program”.
The Foundation was established in 1997 (rebranding from Melbourne Community Foundation in 2011) and currently has $50 million in funds under management and 190 sub-funds.
In 2011/12, it distributed more than $3.8 million to organisations and projects, both nationally and internationally.
For more information, visit unico.com.au/company/unico-community-fund
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So, who gives?
SMEs have long been the backbone of business philanthropy in Australia. A lack of rich and relevant data plagues the philanthropic sector in general, so it takes a return to 2002 to find the evidence that SMEs provide higher cash donations than their larger corporate counterparts (from Australian Bureau of Statistics survey Generosity of Australian Businesses).
Back further in 2000, the Council of Small Business Australia (COSBOA) found that two thirds of small businesses surveyed supported the community and “small firms give over $1.1 billion in cash and $2 billion in kind to community organisations”.
One of the most recent in-depth analyses of business, the 2005 Giving Australia report, looked at donations, sponsorships and community projects involving 2,705 businesses across Australia during the 2003/04 year. The total value of business giving was $3.3 billion – given by 67 per cent (or 529,900) of Australian businesses. The breakdown of giving showed 68 per cent in monetary donations, 16 per cent in goods and 16 per cent in services.
Some of today’s stand-out SME leaders, who all have in-house managers for their public or private foundation, include iconic travel company Intrepid Travel, which matches dollar-for-dollar contributions from its travellers (up to $400,000 per year) through Intrepid Foundation, and since 2002 has donated more than $3 million to 50 causes around the world. Another is rising software star Atlassian and its foundation, which adopts a popular ‘percentage model’, committing 1 per cent of annual revenue, employee time and company equity to its foundation and charity partners. It has donated $2.2 million to charity, along with 21,940 non-profit licences ($2.24 million in value) and since 2009 has partnered with Room to Read to help improve the lives of 70,000 children and 830 women globally through various education programs.
Another best-practice foundation is home delivery food business Aussie Farmers Direct, which launched its own public ancillary fund in 2010, meaning (like Intrepid Foundation) it has a legal obligation to fundraise – a popular structure for businesses wanting to engage their customer base in giving activities. In its first year of grant making in 2011, the company awarded eight organisations grants totalling $256,000.
