With the Crisis in Ukraine — This is the Time to Have a Company Culture of Giving Back

Jean Ginzburg


If you are like most people, your desire to achieve success is matched by your desire to make some positive impact, to make a difference in a larger world. That larger world can begin with a small community of your own employees. You might be already helping them with bonuses and laptops they get to keep.

Beyond your company, you might be driven to give back to the community where you work and live or contribute to worthy worldwide causes. This is especially significant now with the crisis in Ukraine. Many businesses have chosen to provide support and assistance.

In addition to focusing on business goals and your own fulfillment, you need to come up with ways to find fulfillment by giving. This drive to help and make an impact inside and outside your organization can serve as a goldmine for innovative business ideas.

Here are five ways you can start now to give back to your community.

Don’t wait until you “make it”

Many of us think we have to wait until we reach a certain level of success before we start to even think about giving back. It’s logical to believe you have to build funds or make sure your cash flow is established first.

But you can establish a company culture of giving back right now, in a number of ways.

It can be part of your unique selling point: part of your profits go to your beneficiary of choice. Some startups even launch with their unique selling proposition revolving around this concept. I’ve seen ads on Instagram for watches and planners with the spotlight on the beneficiary (kids with cancer, UNICEF, the WFP, etc.) rather than the product.

You don’t have to launch a promotional campaign of this magnitude. You can add a simple donation ask on your checkout page. Make it something your customers can tick as they check out with a small, limited-time gift of appreciation to motivate them to do so. Or perhaps your team-building getaway can include an environmental or civic conscious activity.

As a result, you and your team will feel good. And your customers will feel good. You’ve all done good. It’s also good PR for your business and the…



Jean Ginzburg

#1 best-selling author, serial entrepreneur, digital marketing expert, founder of Alpenglo.Digital