Q: I work for a private-equity firm and was surprised to learn that they do not have any program of charitable giving as a company. They also don't match donations by their employees. I'd like to suggest a program to the partners. Can you give me some information on the different options and what the benefits to the firm would be?

Socially minded in S.F.

A: Many of us tend to think about charitable giving during the holiday season, but nonprofit groups need support year-round, both from individuals and from businesses. So it's great that you're taking the initiative to raise this idea with your company.

Very small businesses typically do their giving in informal ways: A local insurance agency buys uniforms for a youth soccer team, or a restaurant provides a gift certificate as a raffle prize for a nearby school.

Meanwhile, large corporations have more-structured programs - with an entire department or sometimes a company foundation focused on community giving.

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Why do it? Frankly, the best reason for giving to charity is that it is simply a good thing to do from a moral perspective. But there are also business arguments, which include:

-- Fostering a positive image of the company in the community.

-- Strategic marketing, or reaching potential customers by linking your brand to a cause that resonates with them. (Think about Avon's identification with breast cancer research through its sponsorship of walkathons.)

-- Employee recruitment and retention. "Corporate philanthropy is an important aspect of creating a culture that can attract the best candidates," said Mark Shamley, president of the Association of Corporate Contribution Professionals. "It shows employees that you're concerned about things other than the bottom line."

-- Networking with current or potential clients who also may be involved in charitable causes.

-- Tax benefits - maybe. For C corporations, charitable donations are treated like any other business expense, so there is no special tax benefit. But owners of other business entities such as LLCs or partnerships may be able to take a deduction on their personal income taxes. Check with an accountant for details.

The Association of Corporate Contribution Professionals recommends that businesses give 1 percent of their pretax net profit to charity. (The current average is about eight-tenths of 1 percent, according to Shamley.)

There are a number of ways that businesses can do this. Some write checks themselves. Some match employee contributions. Others provide pro bono services, lend their facilities or equipment to nonprofit groups, or give employees paid time off to volunteer.

One of the easiest and least-expensive ways to start a charitable giving program is to host a United Way drive, with the company providing a match or other positive incentive for employees to give.

And one trend in the corporate giving world is to get employees involved. Twenty years ago, the CEO might have funneled company donations to his or her pet charity. Today, more companies solicit input from their staff or customers.

Take PG&E Corp., for instance: For every employee who volunteers 40 hours per year with a nonprofit group, the company donates $250 to that group - and lets the employee present the check.

In your situation of a private-equity firm, the owners don't need to cultivate goodwill among a huge consumer population in the way that an Avon or PG&E does. But presumably they have a stake in retaining socially conscious employees like you. And they may also have a stake in educating future generations about finance and investment - for instance, by supporting nonprofit groups that teach financial literacy to high school students.

Want more information about corporate philanthropy? Check out the Committee Encouraging Corporate Philanthropy at corporatephilanthropy.org, which publishes an annual report on corporate giving trends. Or see the Association of Corporate Contribution Professionals at accprof.org. (However, both of those groups are geared to Fortune 500-size companies rather than small businesses.)

Other resources include the Boston College Center for Corporate Citizenship at bcccc.net, or philanthropic consulting groups such as FSG Social Impact Advisors at fsg-impact.org. Locally, Northern California Grantmakers provides resources for corporate philanthropy professionals at ncg.org.

Finally, community foundations like the San Francisco Foundation at sff.org may be willing to offer advice about starting a company giving program. And of course, don't forget your local United Way office.

Q:I have an insurance agency selling home and auto policies, and would like to expand. For marketing, I do postcard mailings and belong to a networking group. Can you suggest some other marketing strategies?

Mystified by marketing

A: Selling insurance is a business built on trust. Your products and prices aren't much different from the agent down the street, so you've got to convince people that you provide the most expert advice and personalized, reliable support.

And for that, individual referrals are key.

"Referrals or word of mouth are the best sources of new business development," said Julia Lehman, a marketing expert with Corsi Partners in San Francisco who has had a number of insurance agency clients.

It's good that you're in a networking group, but what kind of group is it? There are small, narrowly focused lead-generation groups like BNI. There are also larger and less-focused business groups like Chambers of Commerce and Rotary Clubs. Try both approaches.

Also, tap into your current client base for referrals.

"Go and visit them, or at least make a phone call to let them know you're looking for referrals," said Paul Terry, a small-business marketing expert with Paul Terry & Associates in San Francisco. "My State Farm agent gives a $10 Starbucks gift card for any referrals. Other companies may offer to make a gift to charity for each referral."

Develop connections with related professionals such as real estate agents, who can refer clients to you.

"Find three or four Realtors who like what you do and visit them," Terry said. "It's about building relationships - showing up, calling back, spending the time to build those relationships."

Bolster your reputation by getting involved in the community through local schools, arts groups or churches. The goal, Lehman said, is "to be known as someone who follows through and can be counted upon. It doesn't even have to be related to insurance."

Want more ideas? Trade associations such as IBA West and the Western Insurance Agent Association offer tips and workshops on marketing: See wiaagroup.org or ibawest.com.

And the "Guerrilla Marketing" series of books by Jay Conrad Levinson offers lots of ideas for promoting your business on a shoestring budget.