| From SportHorseCM.com.com Lifestyle In order to be a philanthropist, it meant that I would have lots of money, so much that I would have lots to give away. I had seen time and time again that there was a lot of good out in the world that could be done with money. Since I didn’t have lots and lots of money, I decided I would learn other ways to be a philanthropist. My desire to be a philanthropist was rooted more in wanting to make a real difference in certain areas and causes, and to make an “investment” into the community. This desire is often translated into how a person forms their vision and corporate culture, and subsequently runs their business. Whether you use the term corporate responsibility, social responsibility, philanthropy, or altruism, the underlying guiding intention is one and the same. A look at social responsibility We’ll start by taking a look at a few examples outside the horse industry, where companies have established social responsibility as part of their corporate culture. Then we’ll look at a few inside the horse industry. These businesses have combined doing business with giving back – to their employees, to their environment, and to their fellow man. By choosing something that they are passionate about, they are able to merge their business with a cause that they also feel strongly about. The first example of this principle at work can easily by seen in Newman’s Own. This food product company donates all its profits after taxes and royalties for educational and charitable purposes. This totals over $200 million since 1982. A second example is Ben & Jerry’s Ice Cream. They espouse 3 company missions: Product, Economic, and Social, which they believe are interrelated and create linked prosperity. Product Mission - To make, distribute and sell the finest quality all natural ice cream and euphoric concoctions with a continued commitment to incorporating wholesome, natural ingredients and promoting business practices that respect the Earth and the Environment. Economic Mission - To operate the Company on a sustainable financial basis of profitable growth, increasing value for our stakeholders and expanding opportunities for development and career growth for our employees. Social Mission - To operate the company in a way that actively recognizes the central role that business plays in society by initiating innovative ways to improve the quality of life locally, nationally and internationally. One of the ways that Ben & Jerry’s achieves its social mission is through its foundation and the grants that the foundation provides - $1.1 million annually. Another way it fulfills its mission is through its participation in the Jimmy Fund Scooper Bowl. Ten ice cream companies join forces for this all-you-can-eat ice cream event that benefits the Jimmy Fund. A third example is Tom’s of Maine, which produces natural care products. Part of Tom’s mission statement articulates the external portion of their social responsibility: “To address community concerns, in Maine and around the globe, by devoting a portion of our time, talents, and resources to the environment, human needs, the arts, and education.” Putting these words into action has resulted in their: 1) establishing Rivers Awareness, Dental Health for All, and An Apple A Day programs; 2) corporate volunteerism where their employees are encouraged to use up to 5% of their paid work time to do volunteer work in nonprofit organizations of their choosing; and 3) giving 10% of their pre-tax profits to nonprofit organizations benefiting the environment, human need, arts, and education through their "Giving for Goodness" program. Social responsibility and the horse industry Now let’s take a look at some examples within the horse industry. These examples don’t necessarily represent all that these businesses do towards social responsibility, but will give an idea of some things that can be done. 1) SmartPak Equine is the “premier online provider of horse supplies and equine supplements.” They have developed a product line called SmartPink Plaid that features fly protection, saddle bags and halters in an exclusive pink plaid to draw attention to breast cancer awareness. SmartPak donates 20% of the profit from this line to the National Breast Care Foundation, and has raised over $20,000 since the programs inception in April 2005. In January 2006 the company introduced a new line of similar products called SmartBlue Plaid. This line contributes 10% of net profits to benefit 501-c-3 equine aid charities. 2) Cargill, parent company of Nutrena, contributed $17 million to Hurricane Katrina relief and rebuilding efforts. It did this through direct contribution of cash and its employee matching gifts program, donation of animal and pet feed, and providing volunteer help. 3) Professional’s Choice Sports Medicine Products, Inc. provides products that prevent injuries and aid in the rehabilitation of injuries to the horse. PCSMP is actively involved in activities and events in the horse industry that span the disciplines. These affiliations include: American Cowboys Team Roping Assoc.; National Barrel Horse Association; American Quarter Horse Association by sponsoring the Professional Horseman and Horsewoman of the Year Award; sponsoring Heroes & Friends, an educational performance horse symposium concentrating on strategic training methods, showmanship skills and the development of a concise road map to success in the horse industry; donating a portion of each sale to support North American Riding for the Handicapped Association; and providing a scholarship in the National High School Rodeo Association / Professional's Choice Athlete of the Month program. PCSMP established the Grassroots Awards Sponsorship Program (GRASP) “that recognizes and rewards you for your loyalty as Professional's Choice customers and as equine owners who are equally as dedicated to the well being of horses as we are!” Your horse association can join this program at no cost. Then, every Professional’s Choice product that the association member purchases results in a reward that is split between the member (cash!) and the association (reward credit good for product purchase; products can be used as prizes, incentives, awards). 4) Bit of Britain offers tack, clothing, equipment and barn supplies geared towards the sport horse and rider. They established a Pony Club Rewards program. This program is not sponsored or endorsed by USPC – it is Bit of Britain’s way to help pony clubbers support their club. In this program, the individual pony club earns 5% in product of everything that a pony club member, friend, or alumni spends. Similar to the PCSMP GRASP program, these products can be used as prizes, incentives and awards. Bit of Britain also provides a link on its website to Grayson Jockey Club Foundation. This is a subtler, yet still powerful, form of social responsibility. 5) At one point in his career, Ga Wa Ni Pony Boy was only available for local clinics through arrangement by a local youth organiztion. This provided the youth organization with a significant fundraising opportunity and exposure. Social responsibility at the local level It’s true that the examples so far are bigger companies. But you can do the same thing with your horse business, and build your horse business in a way that mirrors your personal beliefs and values. Let’s look at another example that brings the concept to the local level. EquineSite.com provides on-line information to New England and New York riders about all of the services available to them in their local area - and also provides a meeting place for the exchange of ideas. They contribute to their area by providing a free service to registered Therapeutic Riding programs and Horse Rescues and Shelters. These nonprofits can submit Horse of the Month or Featured Foal for Adoption, respectively, which EquineSite.com then posts for the month, bringing greater awareness to that program. In addition, in the past EquineSite.com also organized an online raffle that benefited Make A Wish. From all the examples provided, you can see that there are many ways to give back, and your own creativity may also provide ideas that have not been presented here. Remember, you don’t necessarily need money. What you need is a connection with a cause that you are passionate about. Following are some ideas of ways to incorporate social responsibility into your horse business, even if you operate on a shoe string. 1) Put a canister to collect donations for your favorite cause out at your stable. Don’t wait for the cause to come find you and ask you, do it on your own. 2) Make an offer to donate a contribution of a certain dollar amount if your customers will donate a similar amount. You’ll donate $25, $10, or even $5 – they do the same. Though the total amount collected may not be in the thousands or millions as with the examples presented here, the amount you collect is still important to whoever receives it. 3) Invite a local organization to have a table at a function that you run at your horse facility. Don’t wait for them to approach you, go to them and offer. It can provide them with extra exposure that they need. 4) Pledge a % of profit for one week or other timeframe. Remember, profit is different than revenue. 5) Pledge lesson income from one lesson a month. 6) Give two hours, half a day, or a full day of volunteer time to your cause of choice. 7) Provide marketing exposure for your cause of choice. Be sure that you know them well and are aligned with their mission and management. Marketing exposure can be achieved with their logo and link on your website, their logo or a brief byline in your brochure, their materials displayed on your bulletin board. for your considerationYou can have everything in life that you want if you will just help enough other people get what they want. I absolutely believe in the power of tithing and giving back. My own experience about all the blessings I've had in my life is that the more I give away, the more that comes back. That is the way life works, and that is the way energy works. © Copyright 2005 by SportHorseCM.com |
