What goes around comes around: businesses benefit from giving back.

• Author: Little, Candace M.

Most consumers say they are more loyal to brands with a corporate social responsibility (CSR) program, according to market research firm Penn Schoen Berland. But in its 2010 survey, only 11 percent of the people reported hearing communications about CSR from any company in the past year.

Even though some Utah companies may still be rebuilding from the downturn, many are still able to give--and for those companies, there is a huge opportunity to not only make an impact by giving back, but to build a stronger customer/client base at the same time.

Aubrey Prince Cichelli, vice president of communications for Children's Miracle Network, says there are even more benefits to giving back. "If there's a charitable component to a product, consumers will almost always buy that over a comparable product with no charitable component," Cichelli says. "Employees also feel more loyal and connected to their company if they know that company is a good, community partner and creates opportunities for them to give and volunteer."

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The Need is Great

While making donations can help create awareness about a business or give employees a sense of pride, in the end, giving is really about the recipients of the financial donations or gifts in kind, and no one knows that better than Cichelli.

"Every year I meet dozens and dozens of kids who have inspiring stories. They've survived multiple heart transplants, deadly car accidents and cancer. They've learned to live with brittle bone disease, sickle cell anemia and diabetes. Their parents are always so positive and grateful," Cichelli says. "The kids are always happy and hopeful. It has brought immeasurable perspective into my life. It's tough to feel sorry for yourself when you know 3 1 5-year-old girl who was just diagnosed with rhabdomyosarcoma for the third time."

Cichelli's own children have been treated and saved by Salt Lake City's Children's Miracle Network hospital, Primary Children's Medical Center. She jumped at the chance to get involved with the nonprofit, as it was a way for her to thank the nurses and doctors who aided her children, and she encourages businesses to find a reason to give to charities, too.

Like most nonprofits, The Children's Miracle Network has lately seen a decrease in donations overall. But not all companies are cutting back, Cichelli says. Some have almost doubled their 2009 contributions. IHOP National Pancake Day in February 2010 raised $1.48 million, up 36...