Giving to your community can improve your company's and the industry's image
by Alison L. LaValley, CAE
No business can survive without a positive image, and this especially is true for the roofing industry. As a roofing professional, there are several things you can do to enhance your company's and the industry's image, as well as attract new business. Such activities include charitable work and increased emphasis on public relations. Not only will these efforts enhance your company's image in your community, they also will increase customer volume, attract new employees and stimulate business growth.
Supporting your community
Participating in community programs is beneficial for your company, employees and community—because your community supports your company, it's good business practice for you to support your community. Not only does volunteering provide you with a chance to give something back to your community, it facilitates meeting and impressing potential customers.
A 1999 study by The Roper Center for Public Opinion Research, Storrs, Conn., found that two-thirds of responding consumers would choose a company associated with a good cause if price and quality were equal to that of a competitor. Of these respondents, 84 percent had more positive opinions of companies that supported charitable causes.
Finding a charity
According to the National Roofing Foundation's guide Undertaking Public Service Activities: A Win-Win for Your Business ... and Your Community, to make volunteer work a valuable experience, you first should set specific participation goals that will provide tangible results. For example, consider serving on the board of directors for a civic organization to expand your business network. Or look for programs and events that will benefit from your area of expertise and reinforce your professional image.
When choosing a charity, consider the resources you have available, such as time, equipment, facilities and money, and find an organization that will benefit from your resources. Also, consider whether you want your company to become involved with a year-round activity or participate in select special events.
Once you have considered these factors, look for a charity or volunteer organization to support. There are numerous local and national charities you can contact, as well as several Web sites that assist with volunteer placement (see "Internet resources"). Following is a list of organizations that always need help:
- Christmas in April*USA is a nonprofit, nonsectarian volunteer organization that works with communities to rehabilitate the houses of low-income, elderly or disabled community members. Christmas in April, which is NRCA's national charitable organization, operates with more than 1 million volunteers in more than 600 cities in all 50 states and will have improved more than 7,100 homes by year-end. For information about Christmas in April, contact John White, the organization's vice president of programs, at (800) 473-4229.
- Habitat for Humanity International is a nonprofit, worldwide Christian housing ministry that seeks to eliminate low-income housing and homelessness. Volunteers have built more than 80,000 homes around the world, providing more than 400,000 people in more than 2,000 communities with safe, decent, affordable shelter. For more information about Habitat for Humanity, contact its international headquarters at (912) 924-6935.
- The Federal Emergency Management Agency (FEMA) is an independent agency charged with reducing risks and helping communities prepare for and cope with disasters. If a disaster strikes your community and damages homes, volunteering your company's roofing expertise could positively affect those in need. For additional information about FEMA's disaster-recovery efforts and its community and family preparedness program, contact FEMA's Public Affairs Department at (202) 646-4500.
- America's Promise, which is led by retired U.S. Gen. Colin Powell, is a charity dedicated to mobilizing individuals, groups and organizations from different backgrounds to build and strengthen the character and competence of youth. America's Promise is interested in expanding and forging partnerships with businesses, schools and volunteers to increase the number of available internships, job-shadowing programs and other job-training opportunities. If you are interested in America's Promise, contact its headquarters at (703) 684-4500.
- Make a Difference Day is a day dedicated to helping others. Sponsored by the newspaper USA WEEKEND and more than 550 newspapers throughout the United States, the charity helped an estimated 22 million people in 1999. Volunteers participate in community projects sponsored by civic or charitable organizations or implement their own projects. In 1999, volunteers repaired homes for the elderly, collected food and clothing for community shelters, cleaned and painted day care centers, and mentored children and teens. This year, the 10th annual Make a Difference Day is scheduled for Oct. 28. For project ideas, visit the Make a Difference Day Web site, www.usaweekend.com/diffday.
Helping others
To help you decide which charitable cause to support, consider how NRCA and several of its affiliate organizations and members have contributed to community service projects throughout the United States.
Workers from Interstate Roofing, Portland, Ore., in conjunction with Christmas in April, replace shingles and window frames on a dilapidated house. |
Last year, NRCA entered into a national partnership with Christmas in April to show the roofing industry's positive effects on communities. Because of this partnership, NRCA-member contractors, manufacturers and affiliate organizations repaired or rehabilitated more than 100 homes, which included supplying roofing materials for more than 40 homes throughout the United States. The following companies contributed roofing materials to NRCA's and Christmas in April's efforts: Owens Corning, Toledo, Ohio; GAF Materials Corp., Wayne, N.J.; CertainTeed Corp., Valley Forge, Pa.; and Bradco Supply Corp., Avenel, N.J.
This year, as part of Christmas in April's National Rebuilding Day, NRCA staff rehabilitated a house in Skokie, Ill. The rehabilitation included painting and installing new carpeting and plumbing fixtures. NRCA member Avondale Roofing Inc., Niles, Ill., also contributed to the project by installing a new roof system. Next year, NRCA's goal is to provide materials and volunteer assistance to help rehabilitate more than 200 homes. NRCA members interested in participating in NRCA's efforts should contact Debbie Buresh, NRCA's human resources staff assistant, at (847) 299-9070, Ext. 247, to be matched with a local Christmas in April chapter.
Members of the Rhode Island Roofing Contractors Association and North/East Roofing Contractors Association also collaborated to donate time and materials to Christmas in April. Before their involvement, local Christmas in April chapters often were unable to assist homeowners who needed roof system repairs because of a lack of funds and skilled labor.
In addition, the Arizona Roofing Contractors Association celebrated its ninth year with Christmas in April by reroofing or repairing 16 homes. Since 1992, the association has assisted in rehabilitating more than 350 homes. Besides working with Christmas in April, the association is in its third year sponsoring Youth at Risk, a nonprofit program for troubled youths. Money raised through the association's golf tournament and bowl-a-thon are donated to the program, which has successfully helped troubled teens.
"We strive to give back to the community in a number of ways," says Dan Cohen, executive director of the Arizona association. "Our board of directors, members and suppliers are supportive of all our efforts."
The North Texas Roofing Contractors Association and more than 27 roofing companies provided for a roofing overhaul of an Arlington, Texas, landmark, the Fielder Museum, which saved the museum $22,000. The group furnished materials, equipment and labor.
NRCA members have contributed to their communities, as well. Silver Spring, Md.-based Denchfield Roofing Corp.'s employees have volunteered for a number of nonprofit community organizations, including Second Genesis, a private, nonprofit rehabilitation program for people with drug and alcohol addictions. Denchfield Roofing installed a new roof system on Second Genesis' Washington, D.C., facility when it was closed because of building code violations.
"Because of Denchfield Roofing, our facility will remain open and hundreds of people will get the treatment they desperately need," explains Lynne Gartenhaus, Second Genesis' director of development and community relations.
Workers and volunteers from Gooding, Simpson & Mackes Inc., Ephrata, Pa., unload asphalt shingles as part of their roof system donation program. |
Another NRCA member—Gillespie Roofing Inc., Walla Walla, Wash.—recently teamed with MonierLifetile, Irvine, Calif., to provide a new roof system for Walla Walla's historic Fort Walla picnic area. Allan Gillespie, president of Gillespie Roofing, approached MonierLifetile for materials, and because of their combined efforts, the park received a new covered picnic area.
James Myers Co. Inc., Beltsville, Md., regularly has contributed labor and materials to community programs. In 1999, the company became involved with Carpenter's Shelter, a shelter for the homeless in Alexandria, Va. James Myers, with the help of Petersen Aluminum Corp., Elk Grove Village, Ill., provided labor and equipment to install a metal roof system on the shelter and repair the existing low-slope built-up roof system.
In 1997, John Gooding, president of Gooding, Simpson & Mackes Inc., Ephrata, Pa., developed a company plan to donate at least one installed roof system per year to a nonprofit organization in the Pennsylvania area.
Working with his local United Way chapter, Gooding found a number of interested charities, and this year, his company will donate three roof systems to local organizations. His company also has established the nonprofit Gooding Group Foundation, which donates funds to more than 60 community nonprofit organizations.
Volunteer efforts by The Jorve Roofing Corp., Seattle, made a difference in the life of one Seattle senior citizen. The company donated materials and labor and, with the help of several University of Seattle students, provided the homeowner with a new roof system and gutters.
"Working to improve the living conditions of senior citizens is a rewarding experience for me and my crew," says Ted Jorve, Jorve Roofing's president.
Keane Contracting Co.'s, Crofton, Md., employees have been involved in several community projects, including volunteering as coaches and escorts for the Special Olympics of Washington; renovating Sarah's Circle, a local nonprofit, privately funded senior-citizen housing community; participating in a cleanup day for a local infant home; and renovating a Second Genesis facility in Washington so it would be suitable for occupancy.
"Our community involvement has generated benefits that have exceeded our expectations," says Jeff Frey, Keane Contracting's vice president. "Staff morale, productivity and loyalty all have improved as a result of our efforts to give back to the community."
As part of Christmas in April, Portland, Ore.-based companies Interstate Roofing Inc. and Malarkey Roofing Co. donated labor and materials to repair a homeowner's dilapidated roof system. Interstate Roofing and a local television station, KOIN, donated labor and material delivery and also helped promote the event to the community.
"We have been involved with Christmas in April for several years," says Mike Satran, Interstate Roofing president.
"It is a great charity that provides an essential service to our low-income, senior-citizen community."
Interstate Roofing workers install asphalt shingles on a home as part of the company’s involvement with Christmas in April. |
Spreading the good news
Although participation in charitable events can improve your company's and the industry's image, community relations and publicity also are essential components of maintaining a positive image.
Once you've participated in charity work, you'll want to let your community know about it. Undertaking Public Service Activities: A Win-Win for Your Business ... and Your Community suggests preparing a brief fact sheet for the charitable organization with which you are working and coordinating efforts with its media relations department to be sure you are credited in its publicity materials.
Another way to communicate this information is through a press release. The media rely on press releases to provide them with information for potential news stories. Therefore, your company needs to grab the media's attention with concise, interesting, informative press releases.
Consider sending two press releases promoting charity work to local newspapers, as well as industry publications. The first should be sent before the project and include the date and location of the event, as well as your specific contribution. This will allow a publication or television station to take photographs or film footage. After the event, send another press release with details about the project's outcome and your involvement. Be sure to include good photographs with captions—they can enhance a press release, especially when they show action or capture an unusual subject.
Also, remember to use press releases to announce other events and honors, such as donations to philanthropic organizations and appointments to community boards of directors. It also is a good idea to announce internships or work-study programs that you offer.
Make a difference
Now is the time to show the public the roofing industry does care and, in fact, always has. Community involvement not only will make you and your employees feel good; when people see your name linked to a noteworthy organization or cause, your company may be the one they remember when it is time for roofing work on their homes or businesses.
Alison L. LaValley is NRCA's associate executive director of membership development.
Internet resources
The following Web sites offer ideas for volunteerism in your community:
www.volunteermatch.com
VolunteerMatch helps individuals find volunteer opportunities posted by local nonprofit and public-sector organizations.
www.getinvolved.net
This Web site for the Community Action Network connects volunteers with needs in their community and provides an online database of organizations, donors and volunteers.
www.servenet.org
Servenet provides articles and tips about getting involved in community service and a database of organizations by state that are in need of volunteers.
www.volunteeramerica.net
Volunteer America connects individuals, families and groups with volunteer opportunities across the United States.
www.project.org
This site for Project America inspires people to take positive steps in their communities and creates partnerships between volunteers and organizations in need.
www.americorps.org
This Web site provides information about AmeriCorps, a national initiative involving people of all ages and backgrounds to strengthen U.S. communities through service.
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