Sandra Torre, one of Az Business magazine’s Most Influential Women of 2025, knows firsthand how philanthropic efforts can boost a business’ bottom line.
“Businesses can turn philanthropy into a growth driver when giving is authentic and tied to what the company stands for,” says Torre, LAVIDGE’s co-president and founder of IMPACT, the company’s employee volunteer program. “At LAVIDGE, our IMPACT – Giving and Sharing with Passion program shows how being deeply embedded in the community enhances reputation, sparks positive word-of-mouth and strengthens customer loyalty. It also attracts socially conscious clients and builds a stronger, more loyal team. Purposeful philanthropy like IMPACT isn’t just charity — it’s smart business that grows relationships and the bottom line.”
Many Arizona companies and business leaders — like those profiled in the Az Business Angels section in this issue of Az Business magazine — exhibit tremendous philanthropic qualities, both in terms of giving their time and their money. While some may think it’s always better to give than to receive, businesses and business leaders can leverage philanthropic efforts by aligning charitable initiatives with their core values, building stronger community ties, enhancing brand reputation and fostering customer and employee loyalty — all of which drive long-term growth. Purpose-driven giving not only creates social impact but also differentiates companies in competitive markets.
“Businesses that strategically invest in philanthropy don’t just do good; they gain a powerful competitive edge,” says Tim Harrison, vice president of corporate partnerships, special events and grants philanthropy at Phoenix Children’s. “By partnering with respected organizations like Phoenix Children’s, companies can dramatically elevate their brand, deepen customer loyalty and inspire employees.”
Harrison says today’s consumers are four times more likely to buy from purpose-driven brands and six times more likely to retain their loyalty.
“Internally, almost 80% of employees prefer to work for companies with a strong social mission, fueling retention and engagement,” Harrison says. “Philanthropic initiatives also open doors to new networks and media exposure, positioning your business as a community leader. In short, giving back isn’t just the right thing to do — it’s smart business.”
Az Business talked with some of the most brilliant business and marketing minds in Arizona to get their advice on how businesses can best leverage their philanthropic efforts to boost their bottom line.
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Jennifer Adler McLaughlin, founder of Adler Public Relations: “Corporate giving and philanthropic efforts are not only good for the community, but they’re good for business. Purpose-driven initiatives can strengthen brand reputation, build customer loyalty and attract socially conscious clients who want to support companies that share their values. To maximize impact, businesses should promote their efforts through PR, social media, newsletters, on their website and through collaboration with the beneficiary. When done authentically and shared tastefully, community involvement demonstrates leadership and corporate responsibility. It humanizes the brand, engenders goodwill and creates emotional connections that can influence buying decisions. Giving back to the local community isn’t just the right thing to do; it’s a strategic investment in your brand’s equity and reputation.”
Andrea Aker, CEO and president, Aker Ink: “Philanthropic initiatives can strengthen the bottom line in numerous ways. For one, they support recruiting and retaining value-aligned team members. Many people want to work for companies that do good in the community and reflect their personal values. The same can be said for new prospects and referral partners, as philanthropic visibility often creates powerful networking and promotional opportunities. Ultimately, people want to associate with organizations that reflect their passions and principles and charitable commitments can solidify trust while fueling meaningful growth.”
Abbie S. Fink, president, HMA Public Relations: “Businesses need to align their philanthropic efforts with what is important to their mission. Done with intention and forethought, your community involvement will not only strengthen your reputation but will build trust and foster customer loyalty. Commitment to community has internal benefits as well — when your employees know you support causes and organizations that are meaningful to them, it has a positive impact on employee engagement, recruitment and retention. When philanthropic efforts are part of your company’s DNA, you not only create a point of distinction among your competitors, but you also make a positive impact in the community, with your employees and on your bottom line.”
Sydney Cyrus, teammate owner and marketing director, CHASSE Building Team: “When businesses commit to philanthropy, the impact often extends inward as much as outward. Teammates take pride in being part of organizations that support meaningful causes and it fuels a stronger culture where people want to stay and grow. Whether it’s volunteer programs, donation drives, or community partnerships, these shared experiences build teamwork and purpose beyond daily tasks. This results in an engaged team, stronger community ties and lasting goodwill that benefits everyone.”
Jason Greenwood, chief marketing and strategy officer, Delta Dental of Arizona: “Philanthropy is, of course, goodwill in action. It can also reinforce a brand’s identity and build trust with stakeholders. Supporting causes that resonate with customers and employees can strengthen loyalty and create positive associations with the brand. These efforts often lead to stronger community ties and increased visibility, which can influence purchasing decisions and talent recruitment. From a marketing standpoint, philanthropy offers a balance of social impact and business benefit, demonstrating how purpose and profit can work together.”
Greg Hague, founder and CEO, 72SOLD: “At 72SOLD we believe that giving back isn’t just goodwill, it’s good business. When a company invests in its community, it not only earns trust and loyalty, but it also creates a deeper purpose that inspires employees and attracts clients who want their dollars to make a difference. How you do business separates those of worth from those who strive simply for wealth.”
Crystal Jennings, vice president of public relations, LT Agency: “Philanthropy boosts business when it’s authentic, rooted in your values and focused on real impact. It’s not about boasting about monetary donations but showing how lives are improved. Most importantly, companies should show appreciation to their customers, as it’s their support and loyalty that make giving possible.”
Jennifer Kaplan, founder, Evolve PR and Marketing: “When businesses give back in ways that reflect their values, people notice. Those efforts strengthen reputation in the community and resonate with socially conscious clients who want to partner with purposeful brands. Over time, that authenticity deepens loyalty and creates lasting growth that benefits everyone.”
Peter Madrid, founder, MadridMedia: “Philanthropy is more than goodwill. It’s also smart business. When companies authentically invest in causes that align with their values, they build trust and emotional connections with customers. These efforts humanize a brand, enhance its reputation and foster loyalty among clients who prioritize social responsibility. By spotlighting charitable initiatives through strategic PR and media outreach, businesses can differentiate themselves in competitive markets and attract like-minded partners and consumers. At MadridMedia, we’ve seen firsthand how giving back not only uplifts communities but also drives engagement, strengthens brand equity and ultimately boosts the bottom line.”
Trevor Wilde, co-founder, CEO, Wilde Wealth Management Group: “Philanthropy has become a key element of modern business strategy, with companies recognizing that community engagement can shape perceptions. Contributing to causes that align with their mission helps businesses show authenticity, which matters to today’s clients and staff more than ever. These efforts can also open doors to partnerships, stronger relationships with local organizations and valuable exposure that engenders goodwill with the community. While the primary aim is to support important client-focused initiatives, the byproduct is often enhanced credibility and visibility, which can indirectly support financial performance over time, allowing companies to offer more and better service to their clients; it’s the essence of a win-win scenario.”
Erica Shipione, account director, Mack Media Relations: “Businesses can use philanthropy to strengthen their brand by supporting local nonprofits in authentic ways. Fundraising or connecting staff with volunteer opportunities not only demonstrates social responsibility but also strengthens community ties. By engaging audiences and leveraging networks, businesses increase brand visibility while showing they share customers’ values.”
Lisa K. Sass, senior PR manager, Proof Publicity: “Philanthropy works best when it’s authentic and aligned with a company’s brand values. Don’t make a show of it, but instead focus on sharing impact in ways that feel genuine, such as through press, social media and storytelling. Highlighting tangible results not only strengthens reputation but also deepens emotional connections with clients. Today’s consumers, especially Gen Z, gravitate toward brands with purpose, so intentional giving can translate into loyalty, advocacy and revenue growth. Commit time and resources to one organization that aligns with your mission, as consistency often creates greater impact than scattering efforts.”
Amanda Ventura, public affairs manager, Waymo: “People expect authenticity from companies they choose to support; they will show up for companies that show up for them. Our partnerships with accessibility and road safety nonprofits go beyond financial support; these groups help inform product features, pave the way for us to expand into new cities and allow us to more deeply connect with and understand our neighbors. Our partners help us get to the point where we can provide a service that’s safe, accessible and empowering for everyone. In that way, our philanthropic efforts reflect Waymo’s commitment to helping people gain access to reliable, autonomous transportation while increasing road safety.”
