Auction Offers Businesses Opportunity To ‘Do Well By Doing Good’

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Online auction of domain name helps the bottom business and charity

If we can improve our bottom line while improving the situation of others, and the person or company that wins the auction has a great opportunity to do likewise, then that’s a win-win-win situation for everyone

The bottom line isn’t everything. Increasingly, North American corporations are recognizing that good citizenship goes hand in hand with making profits. Corporate donations are on the rise as companies embrace their role as good corporate citizens and see the importance of acting beyond self interest.

Balancing effective charitable campaigns with sound business goals is an issue with which companies are increasingly grappling. One way companies have found to increase the effectiveness of their donations, is to form relationships with charities in order to make a more targeted and significant impact. One example is DPMG, a Canadian-based web marketing company that will be auctioning a website domain this May with a significant portion of the proceeds going to two non-profit organizations.

“We own Gaybar.com, which is a domain with significant development potential,” says Kevin Michaluk, Vice-President of DPMG. “We have no plans to develop this property. But, part of our corporate mission is to benefit the broader society; a higher purpose if you will. So we sought out organizations in the gay and lesbian community to partner with in auctioning this domain. The charities have been very supportive and this type of arrangement has become a template for similar things we can do in the future.”

The site will be auctioned on EBay starting on May 4. Net proceeds will be donated to the Equality Forum, a Philadelphia-based advocacy organization, and the Toronto-based Canadian Gay and Lesbian Chamber of Commerce.

The rewards of philanthropy are often surprising. Companies that make a point of doing well by doing good report higher employee satisfaction, are more attractive to potential employees in a competitive market and project a better sense of corporate purpose.

Andrew Carnegie, the prototypical corporate philanthropist, once said “the man who dies rich, dies disgraced.” In his lifetime he gave away 90% of his wealth. Today, Carnegie’s example is continued by Bill Gates of Microsoft and Pierre Omidyar of EBay. Others in the Internet/computer world are also leading the drive in corporate giving and promoting increased corporate responsibility.

“If we can improve our bottom line while improving the situation of others, and the person or company that wins the auction has a great opportunity to do likewise, then that’s a win-win-win situation for everyone,” says Michaluk, who believes the site will sell for more than $100,000 US. “Doing well by doing good is a great creed to live by.”

For more information on the online auction visit http://www.gaybar.com or contact Kevin Michaluk at 204.982.0011.

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Kevin Hill
DPMG
204-982-0011
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