May 25, 2013 by

Pythons. Hooded Pitahuis. Pygmy Marmosets.

Omaha is known by many across the nation because of Wild Kingdom, Mutual of Omaha’s primetime television show that brought animals to life in our living rooms.

But the show’s impact has been more profound for us (Omahans) than it has ecologically speaking. We identify with and claim the show’s reputation as our own. We feel community pride because, after all, it’s Omaha’s Wild Kingdom. This pride generates a strong sense of community responsibility. So maybe not coincidentally, community responsibility is accepted as one of the five Omaha City Values.

Wild Kingdom is one of the coolest examples in Omaha of what is called “traditional philanthropy.” This kind of philanthropy refers to the age-old practice of companies making cash donations or in-kind contributions to worthy causes. Most companies participate in traditional philanthropy because of their sincere desire to be involved in their communities and/or to give something back. Traditional philanthropy promotes reciprocity that produces important business benefits, including increased customer loyalty, higher employee retention, and enhanced corporate reputation.

As compared to traditional philanthropy, strategic philanthropy is a concept that has grown in prominence since the 1990s. This kind of charity involves a process where companies align their community relations initiatives with their core business products and services. Instead of a Wild Kingdom animal television show sponsored by an insurance firm (What’s the connection there?), corporations donate to specific community projects that align with their core competencies. For example, ConAgra does strategic philanthropy by focusing its charity on food and hunger issues, like Kids Cafés.

Some organizations are finding ways to impact their communities through employee engagement practices. Firms like PricewaterhouseCoopers (PWC) recognize that young professionals crave choice. So they’ve created an innovative program for performance incentives that offers a choice to support a cause in their name. Every staff member gets to choose how they receive their incentive—cash, a charity match, a tech package, or a gift card. This is an ingenious way to bring community responsibility to life.

At the furthest end of the community responsibility spectrum are social enterprises. These organizations flip the capitalist model on its head. Maximizing profits is no longer the purpose of these businesses. Profit is a means to a broader end of enhancing the well-being of the community. Nonprofits, as well as for-profits like Herman Miller, Grameen, and PlanetReuse, are bringing community responsibility to life in this way. Their employees and clients are supporting their model with extreme loyalty.

From traditional philanthropy to social enterprise, we challenge Omaha businesses to continue to enjoy the intrinsic and extrinsic rewards that come from bringing community responsibility to life. And don’t forget—a sense of community responsibility starts with our kids. One of the ways the Business Ethics Alliance has promoted this is with our team of moral superheroes who live in the Itty Bitty City at the Omaha Children’s Museum. Take your kids to the museum and kick-start their sense of community responsibility by spending time with superhero Reese.

Beverly Kracher, Ph.D., is Executive Director of Business Ethics Alliance and Chair of Business Ethics & Society at Creighton University’s College of Business.