I've been thinking about business philanthropy a lot lately, not because of year-end tax planning, but because I live in Western North Carolina, a region devastated when Hurricane Helene roared through about six months ago. Today, we’re still rebuilding everything that washed away in the catastrophic flooding—roads, homes, businesses, lives.

What's stuck with me isn't just the destruction, although I still see signs of it everywhere. It’s been how companies of all sizes stepped up when we needed them most. The Retailers Industry Leaders Association reported on Hurricane Helene relief efforts from the big boys, like The Home Depot, Publix, Target, and others—lots of water, disaster relief kits, meals, essential supplies, and debris removal and rebuilding. Lowes and the Local Initiative Support Corporation even provided cash grants to help small businesses pay rent and cover payroll.

But small businesses stepped up in big ways, too, like Rivergirl Fishing Company. Despite major damage to their own business, owners Kelly McCoy and Renata Dos Santos leapt into action. They cleaned miles of river, organized chainsaw crews, managed a food bank, and even helped fill washed-out driveways. Although I’ve lived here for almost 25 years, I’d not heard of Rivergirl. Now, though, the brand owns a small share in my heart.

These types of giving responses weren't part of calculated marketing campaigns. They were genuine efforts to help neighbors in need. And just as Rivergirl sowed seeds of love in my mind, the work of these giving businesses forever changed how many of us view the companies that showed up. Some earned lifelong customers. Others gained vocal advocates. They all proved that giving from the heart creates bonds that advertising dollars simply can't buy.

From Crisis Giving to Planned Giving and Authentic Business Philanthropy

This experience also had me thinking about the broader power of authentic business philanthropy. I'm not talking about the stiff, formal kind where large corporations write tax-deductible checks while continuing business as usual. I'm talking about genuine, roll-up-your-sleeves giving that's baked into a company's DNA.

Read the full article about business philanthropy by Renae Gregoire at Forbes.