Patients Come Second by Paul Spiegelman & Paul Spiegelman

Author:Paul Spiegelman & Paul Spiegelman
Language: eng
Format: epub
ISBN: 9781608324378
Publisher: An Inc. Original
Published: 2013-02-28T16:00:00+00:00

THE CIRCLE OF GIVING

Of course, it’s not always easy to get everyone to see the kind of payoff on the investment in time and money that giving back requires. At Medical City, for instance, Britt had budgeted $100 for each and every employee to use toward a community-driven initiative. All that was required in return was for the person to fill out a request detailing what he or she planned to do with the money. When Britt’s CFO learned of the plan, though, he freaked out (to put it mildly). When he added up all those $100 grants and realized how much Britt intended to commit, he saw only one big hole in the budget rather than the potential payoff that would come from such an investment.

First off, not every employee has a cause he or she is passionate about. Those who did, though, were motivated to make a positive change—like the ten employees who pooled their money to sponsor their kids’ dance team with $1,000. Now, from the CFO’s perspective, this might have seemed like a waste of money. But what he overlooked was the investment an organization makes when it plows a ton of resources into marketing and advertising, buying billboard space and magazine advertisements in hopes of getting a return on that investment. Well, what happens when you hand just a fraction of that money to your employees, who then use that money to create a personalized, informal “marketing campaign”? Not only are those employees getting the hospital’s name out into the community, but they are also showing through their smiles and sense of pride that they actually enjoy working for the organization—creating a positive image that automatically generates new leads in terms of both customers and employees.

Promoting and sponsoring employee-driven service pushes the organization out into the community, and more than that, it also brings the community inside the walls of the company. But don’t let the free advertising be your motivational factor—that’s just an unanticipated by-product. The true ROI is something you can’t measure. Embracing the community as a whole means something special. It confirms what we already know: that investing in the community is a good thing that blesses lives. Dane Peterson, CEO of Emory University Hospital Midtown, reinforces this:

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