Because of your customers.   Read the studies:

BOSTON, MA (December 8, 2004) – Executives worried about a poisoned business climate and corporate mistrust can look at the latest findings of an 11-year research poll for a solution. The 2004 Cone Corporate Citizenship Study shows that eight in 10 Americans say that corporate support of causes wins their trust in that company, a 21% increase since 1997.

“Our report is the nation’s longest study of American attitudes toward corporate support of social issues,” says Carol Cone, CEO of Cone, a Boston-based strategic marketing firm. “This study, in a series of research spanning over a decade, shows that in today’s climate, more than ever before, companies must get involved with social issues in order to protect and enhance their reputations.”

Consider the following statistics from the 2002 Cone Holiday Trend Tracker:

• More than one in two Americans (58%) planned to purchase a product in which a percentage of the price is donated to a cause.
• The same number of Americans reported they had purchased a holiday gift that supported a cause the year before.
• Cause initiatives also influence where consumers shop, with more than half of Americans (53%) reporting they planned to buy gifts from retailers that support social issues.

While more than nine in ten Americans expressed intent to personally support charities and social issues, the same overwhelming majority (91%) said they would like companies to do their part in addressing social needs. The three top activities that Americans would like companies to engage in are:

1. Donate goods and/or services to charities 80%
2. Donate money to charities 75%
3. Donate a portion of the sale of their products and/or services to support charities or causes 72%

A company’s reputation for supporting causes is important well beyond the holiday season. Nearly nine in ten Americans (85%) said they are likely to consider a company’s reputation for addressing social issues when shopping throughout the year. This overwhelming support of companies that stand for more than the bottom-line demonstrates that Americans want companies to make long-term and comprehensive commitments to social issues.

And, because of your employees.  Read the studies:

NEW YORK, October 6, 2004 – According to a new survey on corporate community involvement released today by Deloitte & Touche USA LLP, 72 percent of employed Americans would choose to work for a company that supports charitable causes when deciding between two jobs with the same location, responsibilities, pay and benefits. The response rate climbs to 87 percent for employed students over the age of 18. The survey was conducted by Harris Interactive®.

Why a children's charity?
Children’s issues consistently rank as a top cause with Americans