Social responsibility is a concept that has recently become a major part of branding. Companies large and small are beginning to see the benefit of giving back, and so should you.

Two decades ago when we founded Hanson McClain Advisors, we made a promise to make community involvement a cornerstone of our business. The workload that comes with building a company is extensive, but as we grew, our commitment to the community grew right along with us. Today, we support hundreds of local charities in the communities we serve, and giving back is just as important as it was 20 years ago.

I find that if you are a socially responsible business, and you look at the impact that you’re giving has on your company, it’s easy to see that there is a direct correlation between generosity and success.

We realized giving back was pivotal to our success during an end-of-year review, when the conversation turned to the number of clients that had come to us through our charity work. For the first time it dawned on us that there was a significant intersection between our business and our social involvement. No matter how you look at it, serving the community is ideal for everyone: It’s good for the charity and the people it supports; good for the community at large; good for your overall business growth; and good for your employees.

It’s important to remember that your reputation isn’t measured purely by dollars under management.

Although, you might think of your success in terms of your assets accumulation, clients are thinking about your business in terms of what it means for them and if they can trust you to manage their money.

Community involvement is a credibility booster because its shows your commitment to someone other than yourself. For most people, someone who gives back to their community is seen as humble, modest and trustworthy.  Giving back is an important part of staying connected to the communities you serve, and as your business grows the contributions you make should grow too.

While the organization appreciates your donation (financial or otherwise),  giving back allows you the opportunity to promote your charitable activities to build goodwill in the community, enhance customer loyalty, heighten brand awareness and, yes, even increase your assets under management.

Think of your commitment to service as a mutually beneficial relationship that has the power to make a difference in people’s lives. The more you give to a charity, the greater the personal and professional benefits you reap, as well. And it doesn’t stop there. The benefits from being socially responsible are endless.

I find one of the best ways to keep employees connected and to increase enthusiasm is to involve them in projects that are larger than themselves, and that is precisely what community involvement does. Corporate donations of time and money allow companies to take an active interests in their own communities and can also lead to a huge boost in employee morale.

Here are just a few ways giving back is good for your employees:

• Volunteerism strengthens employee identification with your firm
• It helps meet professional and emotional needs that work may not satisfy
• It bonds employees together, making them a stronger team

If your employees are happy it will show in your business and come back to you two fold.

When you’re ready to start giving back, use your resources to help you find a worthwhile cause. One of the best ways to find the right charity is to ask your clients. Assisting a charity that has been referred to you by a client will enhance your existing relationship and increase loyalty.

Making the decision to donate time, money or both is the difference maker. The charity, your community, your firm, your brand, and your employees — all benefit when you get involved and give back. Just be sure to vet your selected charities properly.