Operators constantly compete to offer the most attractive amenity spaces and desirable in-home features, but the modern renter often craves something even more—the chance to make an impact within the local community.
Many of today’s residents desire not only a comfortable place to live but also the opportunity to be part of something larger. The same applies to many onsite team members, as well. In the 2023 Apartmentalize session, “It Takes a Village – Meaningful Resident and Community Outreach,” a panel of experts discussed ideas for effective philanthropic initiatives—and the powerful impact they can impart.
A recent SatisFacts survey indicates that 75% of residents are seeking volunteer opportunities in their neighborhood and 80% aim to support local businesses. That creates a prime chance for apartment operators to cater to those desires, which can enhance the resident experience through meaningful actions.
“Don’t look at it with a ‘what’s in it for us?’ mentality, because that’s not the way to approach it,” says Joanne Giacomantonio, Director of Marketing and Design for Amp Residential. “However, as property owners and managers, we can expect to receive some of the same benefits from our philanthropic efforts as we do from our amenities. That includes increased resident retention, rent growth, better ratings and reviews and an increase in word-of-mouth referrals.”
Younger generations have demonstrated an increased propensity to favor mission-driven companies and often take immense pride in engaging in humanitarian efforts. According to Stephanie Linton, Director of Marketing for Princeton Management, it’s not a momentary trend but something that is here to stay. Properties don’t have to go about it on their own, she says, as they can partner with vendors and local affiliates. For instance, vendor partners can often provide the tools or products needed for a certain initiative.
“It’s all about collaboration,” she says. “Align with partners that share a similar mission. Use those business partners. Use everybody.”
With a wide range of charitable and philanthropic initiatives available in each local community, it can be difficult to narrow down those that best fit an organization. Melissa D. White, CEO of Activation Coaching International and Founder of Writing Our Wrongs, recommends that properties access volunteermatch.com, which she describes as “the LinkedIn” of philanthropic efforts.
“You always want to verify the validity and the sustainability of the many charities out there,” White says. “Then you want to determine which area of society your organization wants to contribute to. You don’t only want to have that good fuzzy feeling—you want to pick initiatives based upon community-based needs and facts.”
If a property struggles to determine which initiatives to choose, the solution can be simple—gather resident and team member feedback.
“Offer a survey about where they volunteer, the things they care about and where they give their charitable donations,” White says. “When you take that information and apply it, there is often corporate match giving. There are multiple ways to show corporate social responsibility by partnering with your employees on things they are already doing.”
The numerous examples of industry efforts include school program partnerships, initiatives to clear local pet shelters and efforts to support local businesses. The 29:11 project in Memphis, Tenn., is an initiative to help children have a suitable room in their new homes by partnering with local apartment communities.
“Companies participating in philanthropic efforts will see a boost in employee retention and engagement,” Giacomantonio says. “They like being part of a company that is serving the overall community.”
Paul Willis is a Content Director for LinnellTaylor Marketing.