Kelly Martin | March 30, 2010
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“The core of our business is relationship-building,” said Jim Graham, community relations specialist for the fund. “The company needs to be a good corporate citizen.”
Graham and his colleague, Rebecca Bunting-Kuchar, shared their insight with during a teleconference Thursday with students in the J560 Nonprofits and the Media class.
Known as a “family company” with Henry Ford as its founder, the organization has been perceived a little differently than other automakers, they said, because the founder began the tradition of giving while at the company which still lasts today.
That’s why even in the most difficult economic times—such as now—Ford’s fund continues to donate money, they said. Their main goal: develop partnerships while being strategic.
“We will probably never be able to outspend Toyota, for example, but we can be strategic,” Graham said.
Strategy means better focusing efforts with lower funding than in previous years. Learning how to be more efficient with resources, the fund now can “do more with less,” Graham said.
An example of this philosophy is the fund’s involvement with Operation Goodwill, an initiative designed to increase Ford’s philanthropic commitment in eight cities across America—despite not having an advertising budget.
Through this program, Ford Fund partners with its dealers to provide funding and support for different grants, safety and educational programs, and volunteer activities. Even with no advertising budget, Ford Fund was able to increase their brand perception after six months of operating this program, the two said.
“Volunteerism is huge and it’s a big deal at Ford,” Graham said. “When you do these things right and strategic, you can make a difference.”
Aside from this initiative, Ford Fund has many other programs that each has a “diversity” aspect to it—both geographically and culturally. These programs involve education, auto-related safety, and community development.
One program involved an auto-related safety initiative targeting teens in Illinois. With vehicle crashes the leading cause of death in the U.S., Ford Fund decided to offer hands-on training to help teens become better drivers. Since the program started, Illinois has seen a 49.6 percent decrease in deaths, they said.
Graham responded to some criticisms about the intentions of corporate philanthropists. While these organizations are criticized for being concerned only with their bottom-lines when participating in philanthropy, they have many different pressures from groups that track them, Graham said.
“If we don’t give away money and do these things, we are criticized,” he said. “It’s a no-win situation.”
He said the Ford Fund donates money simply because “it’s the right thing to do.”
Bunting-Kuchar added that “corporate giving is in their DNA,” as the company has always promoted community activism.
Each discussed the fund’s relations with journalists. Graham said that most think that, when seeing the Ford Fund involved in philanthropy, they are just interested in selling cars and not charitable giving. Bunting-Kuchar said reporters are looking for quick interviews in order to constantly push out short stories, not in-depth pieces. Because of this, she has to be prepared for interviews to foster relationships with reporters, she said.
“We are always making sure to be one step ahead of the game,” she said.
Students asked questions ranging from the differences between working in a nonprofit and foundation atmosphere and how the company uses its vehicles for philanthropic efforts.
One student, Liz Leslie, said the two were candid in responding to general criticisms of corporate philanthropists.
“I really appreciated their honesty when talking about why they donate money,” Leslie said. “They were upfront and open throughout the entire talk.”
J560 Nonprofits and Media is new this semester and is taught by Ralph Winslow Visiting Professor Jim Bright and School of Public and Environmental Affairs’ Les Lenkowsky.
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