I’ve been thinking about business philanthropy a lot lately, not because of year-end tax planning, but because I live in Western North Carolina, a region devastated when Hurricane Helene roared through about six months ago. Today, we’re still rebuilding everything that washed away in the catastrophic flooding—roads, homes, businesses, lives.
What’s stuck with me isn’t just the destruction, although I still see signs of it everywhere. It’s been how companies of all sizes stepped up when we needed them most. The Retailers Industry Leaders Association reported on Hurricane Helene relief efforts from the big boys, like The Home Depot, Publix, Target, and others—lots of water, disaster relief kits, meals, essential supplies, and debris removal and rebuilding. Lowes and the Local Initiative Support Corporation even provided cash grants to help small businesses pay rent and cover payroll.
But small businesses stepped up in big ways, too, like Rivergirl Fishing Company. Despite major damage to their own business, owners Kelly McCoy and Renata Dos Santos leapt into action. They cleaned miles of river, organized chainsaw crews, managed a food bank, and even helped fill washed-out driveways. Although I’ve lived here for almost 25 years, I’d not heard of Rivergirl. Now, though, the brand owns a small share in my heart.
These types of giving responses weren’t part of calculated marketing campaigns. They were genuine efforts to help neighbors in need. And just as Rivergirl sowed seeds of love in my mind, the work of these giving businesses forever changed how many of us view the companies that showed up. Some earned lifelong customers. Others gained vocal advocates. They all proved that giving from the heart creates bonds that advertising dollars simply can’t buy.
From crisis giving to planned giving and authentic business philanthropy
This experience also had me thinking about the broader power of authentic business philanthropy. I’m not talking about the stiff, formal kind where large corporations write tax-deductible checks while continuing business as usual. I’m talking about genuine, roll-up-your-sleeves giving that’s baked into a company’s DNA.
Why does genuine giving matter? Three reasons.
- Trust is scarce. People are skeptical. Yet they’ll trust brands that share their values.
- Attention is crazy expensive. Ad costs keep climbing. But when you’re actively helping your community? You’ll get word-of-mouth you couldn’t buy with a Super Bowl budget.
- We’ve all developed finely tuned BS detectors and can smell fake purpose from a mile away. Yet genuine giving can’t be faked.
When philanthropy is part of your DNA—not just your marketing calendar—it creates value and builds connections that no advertising budget can match. Stay with me, and I’ll introduce you to founders who’ve made philanthropy central to their businesses. We’ll explore what that looks like on the ground—and how you might use similar principles to earn more real customer loyalty and love.
The many faces of doing good: business philanthropy, CSR, social impact, and more
Before I begin, let me clarify something. “Giving back” isn’t one-size-fits-all. It manifests in different ways.
There’s straight-up business philanthropy—donating money, time, or resources to external causes. A dentist sponsors Little League teams. A restaurant hosts fundraising nights for a local high school. A tech company writes a big check for a local nonprofit. These activities happen alongside the business, not within it.
Then there’s corporate social responsibility (CSR), which is more about getting your own house in order. It’s about reducing your carbon footprint. Using sustainable materials. Creating inclusive hiring policies. The work is inward-focused but creates outward good.
And then there’s social impact, my personal favorite. Social impact is when doing good is just how you do business. Like TOMS giving a pair of shoes to someone in need for every pair sold. Or Greyston Bakery’s open hiring policy that creates opportunities for people with barriers to employment. The giving isn’t separate from the business model; it is the business model.
There are other approaches, like cause marketing, values-based branding, and triple-bottom-line thinking. But they all share the same crucial quality: They work only when genuine.
Today’s consumers (myself included) don’t really want to see nicely packaged corporate goodness. We want to feel it. And when we do, great things—and real change—can happen.
Turning passion into purpose through business philanthropy
Plenty of businesses claim to care. Fast Lane Drive, an exclusive supercar club with chapters across three continents, has built a business model to prove it. Instead of bolting philanthropy onto the side of his brand, co-founder and CEO Clement Connor built the brand around it.
“Our first philanthropic event was a charity drive,” he says. “We had a caravan of about 30 cars, enjoyed lunch at a local restaurant, and raised money for a community cause. Everyone was excited to be part of it. That day told me everything I needed to know—Fast Lane was about cars and community.”
That spirit still fuels the business today. What began as a local club has grown into a global network with 22 chapters, and Conner expects each chapter to give back, not as a box to check but as a core part of the culture. “Every chapter has to organize at least one charitable event a year,” Connor says. That’s the minimum. Most of them do far more. And if someone doesn’t align with our purpose? They don’t align with Fast Lane.”
The intention is consistent, although the causes vary. Fast Lane supports everything from children’s health initiatives to environmental cleanups and first responder foundations. The unifying theme: impact that feels personal. “We especially like to focus on causes that help kids,” Connor says. “Kids don’t have a voice unless someone steps in. But we also leave room for our members to suggest causes that matter to them. If something hits close to home, we rally around it.”
That kind of giving—both structured and flexible—mirrors what Manish Seth, founder and CEO of Volektra, has built into his clean mobility tech brand. Volektra integrates giving directly into operations by allocating a fixed portion of revenue and funding technical training programs that expand access to sustainable transportation.
“Our most successful initiative was creating mobility-focused engineering labs in Southeast Asia,” Seth says. “Students not only got hands-on experience with next-gen technologies, but also saw how those innovations could improve their own communities.” When you give around what you already do best, the result is an impact that sticks.
Connor says that one of Fast Lane’s most memorable efforts was supporting Give Kids the World Village, a nonprofit that serves children with critical illnesses. When the organization reached out for help, Fast Lane jumped into action. “We mobilized across all our chapters,” he says. “We created a global donation link, sent invites, and planned a drive to the Village so the kids could see the cars, get gifts, and feel like they were part of something special.”
The result? Fast Lane Drive raised more than $60,000 and created an experience no one involved will forget. “The number didn’t really matter,” Connor says. “It was the joy on those kids’ faces. Giving your time, your energy—that’s what makes it real.”
Nathan Sumekh, co-founder of Legal Soft, echoes that mindset. His company—a legal staffing firm that connects U.S.-based law firms with virtual professionals around the world—doesn’t treat philanthropy as a department; it is the business model.
“Rather than separate giving from operations, we built it in,” Sumekh says. “We offer stable remote work and benefits to professionals in still-developing countries while helping lawyers who need operations support grow, creating value on both sides of the equation—or feeding two birds with one seed, as we say.”
That dual focus on mission and market has brought unexpected benefits. According to Sumekh, he’s created more than 3,500 job opportunities over the years. He also says many clients came for the staffing support but stayed because of the bigger picture. “They love knowing their dollars are part of something larger. That creates loyalty. That creates community,” he says.
Connor has seen the same. And while he’s quick to say that metrics don’t drive Fast Lane’s philanthropic work, the ripple effects are undeniable: stronger member retention, steady growth through referrals, and a reputation that travels faster than members’ cars. “We don’t give to get,” he says. “People recognize when giving is genuine. That’s what draws the right people in.”
Today, Fast Lane’s grounding in purpose is more than a feel-good line in an annual report. It’s a decision-making filter—a guide. A reason to say yes or no. “We’re exclusive, yes. But we’re also values-driven,” Connor says. “If someone just wants to show off a car, this isn’t the place. But if they want to show up for something bigger? That’s Fast Lane.”
How to make the quiet advantage of business philanthropy work for your brand
So, what can you learn from businesses like Fast Lane Drive, Volektra, and Legal Soft? How can you incorporate the kind of authentic giving that creates genuine loyalty?
You don’t need a fleet of McLarens, a dedicated philanthropy department, or millions to donate. You need intention, consistency, and a willingness to live the values you say you hold. Here’s what doing so looks like in practice.
Start with a cause that genuinely matters to you
I once heard about a small business owner who kept sponsoring high-profile charity galas because “that’s what successful businesses do.” But she had zero personal connection to the causes, and it showed. The events ate up her marketing budget and delivered virtually no meaningful engagement.
“Start with something that hits home, reflects your team’s interests, and meets community needs,” says Connor. “If it means something to you, it’ll mean something to others.”
When your cause is real, your message will be easier to share because all you have to do is tell the truth. People are drawn to genuine passion and founders who wear their values on their sleeves.
Let giving become part of your rhythm
It’s easy to treat philanthropy like a checkbox or year-end campaign. But making a meaningful difference requires consistency.
At Fast Lane Drive, giving is built in. Each chapter commits to at least one major annual charitable event, but most do far more. This structure creates space and opportunities for members to engage in ways that matter to them.
You can also start small. Build one recurring initiative into your calendar. It could be a monthly volunteer day or a quarterly fundraiser for a local cause. In the early stage, the specifics matter less than making it regular and reliable.
Show up with more than money
Yes, financial donations matter. But for many brands, especially small and mid-sized businesses, contributing time, expertise, or access often provides even greater value.
Suppose you own a graphic design agency and can’t afford to donate thousands of dollars to your favorite environmental nonprofit. You could offer design services for free, allowing you to use your expertise to make a difference, which will likely feel more meaningful than writing a $5,000 check.
Fast Lane Drive raises impressive amounts of money, but Connor says physical presence often matters even more. “When we show up with our cars at an event for kids battling illness, it creates an experience they’ll remember forever,” he says. “That kind of impact goes beyond dollars.”
Share the story—but keep the spotlight on the cause
This is tricky. Your audience wants to know what you stand for, but they don’t want a sales pitch. Nobody likes self-congratulatory marketing that treats charitable work like a trophy.
“When we support a cause, our primary goal is to help, not to impress,” Connor says. “When people see or hear about us giving, they understand who we are.”
The same principle works at any scale. Highlight the impact, not your company. Tell stories about the work you’re supporting, the people you’ve met, and the change you’re helping create. Your community wants to see how supporting you contributes to something greater.
Let your commitment grow organically
As your business expands, your capacity for giving naturally expands, too. Perhaps you can deepen your relationship with a nonprofit partner, add a new cause to your roster, or dream up creative ways to involve customers in your giving journey.
Connor puts it this way: “The bigger we get, the more responsibility we have. That’s how we treat it. Giving back isn’t a campaign. It’s who we are.”
That mindset matters. You won’t find the true value of business philanthropy in publicity or press mentions. You’ll discover it in the relationships you build, the trust you earn, and the change you create by consistently living your values.
When business philanthropy is genuinely part of your identity, you’ll build a successful business and create something people want to be part of—something that makes a real difference in the world. And honestly? That’s a whole lot more satisfying than just selling stuff.
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