Doing Good Well: Building a Giving Strategy That Lasts Beyond December
“When we align our giving with our values, include others in the process, and build it into our rhythm — we stop giving out of guilt or habit. We give out of purpose.”
When Doing Good Becomes a To-Do List
I used to feel the December pressure to “do good.”
You know the feeling — year-end giving campaigns, office donation drives, client gifts that “give back.” Every business seems to rally around generosity in December, and that’s a wonderful thing. But over time, I noticed that many organizations treat giving as something to check off a list, rather than something to build into their culture.
It’s not that the intentions aren’t good — they are. But real impact comes from giving that’s intentional, aligned, and sustained.
If there’s one thing I’ve learned as a business owner, it’s this: giving back shouldn’t be seasonal. It should be structural.
As a business coach, I often help professionals think about how to integrate generosity — whether through time, talent, or resources — into the way they do business every day. It’s part of conscious leadership and part of good governance.
Because when we “do good well,” we don’t just help others — we strengthen the foundation of trust that holds our businesses together.
From Random Acts to Strategic Impact
Start with the “Why”
Before you decide how or what to give, ask yourself why.
Why does this cause matter to your business?
Why does it align with your mission?
Why will it make a difference to your clients or community?
If your giving doesn’t have a clear connection to your purpose, it can feel hollow — both to you and the recipient.
A client once told me, “We used to donate to whatever charity called first in December.” When she finally took time to align her company’s giving with her business values — supporting mental health organizations because her firm worked in healthcare — it transformed the experience. Employees became engaged, clients connected emotionally, and the giving actually meant something.
That’s what doing good well looks like.
Align Your Giving With Your Business Values
Authenticity is everything. Your giving should mirror your brand and your beliefs.
Here’s how some businesses do this beautifully:
A financial planning firm that offers financial literacy workshops to local youth instead of a generic donation.
A design agency that prints pro bono marketing materials for small nonprofits each quarter.
A healthcare practice that sponsors accessible community wellness programs for low-income families.
Each of these examples goes beyond dollars. They use expertise, resources, and community connections to create sustainable impact.
When giving is woven into what you do best, it becomes effortless — and powerful.
Social Governance in Action
What It Really Means for Small Business
“Social governance” can sound like something reserved for large corporations, but it’s just as important — and accessible — for small business owners.
It’s about transparency, accountability, and consistency in how your company contributes to society. It’s not about glossy reports; it’s about lived values.
For instance, consider:
Setting aside a small percentage of profits annually for charitable or community work.
Offering paid volunteer days for staff.
Partnering with local schools, shelters, or environmental programs that align with your industry.
When generosity becomes part of your operating rhythm, it doesn’t depend on December. It becomes part of who you are as a business.
Transparency Builds Trust
Sharing your giving story isn’t about bragging. It’s about transparency.
When you explain why and how you’re giving, you show integrity — and clients notice.
One of my favourite examples comes from a local law firm that posts an annual “Impact Report.” It’s one page — no jargon, no spin — listing how many volunteer hours their team contributed, which causes they supported, and what impact was created.
That small act of openness builds credibility and humanizes their brand.
Inclusive Giving: Beyond Christmas Cheer
Recognizing Every Season of Generosity
In Canada, December tends to revolve around Christmas. But meaningful giving is not bound by one tradition.
Businesses that want to foster inclusion should recognize the diversity of their clients, employees, and communities. That might mean supporting Ramadan food drives, Diwali fundraisers, Indigenous-led initiatives, or Pride Month causes.
Inclusivity isn’t about giving to everyone — it’s about giving with awareness.
When we see generosity as a shared human value rather than a seasonal ritual, we naturally make space for more voices, more perspectives, and more impact.
Rethink the “Holiday Party”
Traditional corporate parties often carry hefty costs — both financially and environmentally. Many of my clients have reimagined these events into experiences that give back.
Here are a few examples I’ve loved seeing:
A Hamilton consulting firm replaced their annual party with a “Day of Giving.” Staff chose volunteer sites and spent the day contributing to local organizations before returning for a simple dinner together.
A clinic donated its catering budget to a women’s shelter and spent an afternoon writing holiday cards for the residents.
A healthcare company gave employees a “giving allowance” — $50 each to donate wherever they wished — then shared stories of where the money went.
The impact? Higher engagement, deeper purpose, and far fewer hangovers.
Making Generosity Sustainable
Build a Giving Calendar, Not a Deadline
Instead of concentrating all giving in December, spread it throughout the year. Set quarterly goals or link your contributions to key business milestones.
For example:
Donate a percentage of revenue from a product launch to a related cause.
Celebrate your business anniversary with a community service event.
Add a “cause of the quarter” to your marketing or newsletter strategy.
This approach keeps your giving consistent, not reactionary. It also takes the pressure off the holidays — freeing December for rest and reflection rather than deadlines and donations.
Empower Your Team to Participate
People feel most connected to giving when they have a choice in how it’s done.
Encourage employees to nominate charities they care about, or rotate responsibility for choosing each year’s initiative. A business owner I work with gives each staff member a $100 “charity card” — they can donate it wherever they choose. At the next team meeting, they share who they supported and why. The stories are always inspiring, and the sense of community deepens.
That’s what happens when giving becomes shared, not top-down.
How to Avoid Giving Fatigue
Even generosity has limits. Without boundaries or structure, giving can become draining.
Here are a few simple practices that help:
Set clear criteria. Decide what types of causes you’ll support and stick to it.
Say no gracefully. You can’t give to every request, and that’s okay.
Measure your impact. Reflect annually on what worked and what didn’t — it keeps giving meaningful.
Keep it human. Focus less on dollars raised and more on connections made.
Coaching Reflection
Take 10 minutes this week to reflect on your giving strategy — not just for December, but for the year ahead.
Ask yourself:
What causes align most deeply with my business purpose?
How can generosity become part of my brand — not just my marketing?
What can I give that doesn’t come from my wallet, but from my expertise or time?
How can I make my giving inclusive and sustainable all year long?
Write your ideas down. Then choose one small step to act on before the year ends.
Final Thoughts: Doing Good Well
Generosity doesn’t have to be complicated. It just has to be intentional.
When we align our giving with our values, include others in the process, and build it into our rhythm — we stop giving out of guilt or habit. We give out of purpose.
That’s what it means to do good well.
It’s not about making headlines — it’s about making meaning.
