The Power of Philanthropy in Stakeholder Orientation

The Power of Philanthropy in Stakeholder Orientation: A Conversation with Buffy Beaudoin-Schwartz and Kashonna Marrow

As community and business leaders, we know that success is not just measured by profits, but by the impact we have on the people and communities we serve. This philosophy is at the heart of the Conscious Capitalism movement, and we were excited to participate in a recent panel hosted by Conscious Capitalism of Central Maryland. The discussion centered around the intersection of philanthropy and stakeholder orientation—a topic we are both passionate about.

Why Stakeholder Orientation Matters

At the Women’s Giving Circle of Howard County (WGC), we have always believed that businesses thrive when they take a broader view—when they see beyond the bottom line to recognize the needs and concerns of all their stakeholders. This means not only considering customers and employees but also communities, partners, and even the environment.
Stakeholder orientation isn’t just a nice-to-have—it’s a core principle that leads to long-term sustainability and trust. A conscious business listens to its stakeholders and takes responsible actions that support both social and financial well-being. This resonated with us at WGC and with many of the local business leaders we connected with during the panel.

Additionally, as a board member of Philanos, the national network for women’s collective giving, Buffy has seen how these same principles apply on a larger scale. Collective giving networks like Philanos exemplify the power of collaboration, inclusivity, and stakeholder engagement in creating lasting change. This model not only fosters philanthropy but also promotes a sense of shared responsibility and alignment with core values—a hallmark of conscious businesses.

The Role of Collective Giving

One of the ways we practice stakeholder orientation at WGC is through collective giving. We believe that the most powerful way to make an impact is when we come together, pooling our resources, ideas, and energy toward shared goals. This model doesn’t just drive financial support for women and girls in Howard County—it fosters collaboration and strengthens relationships within the community.

As community and business leaders, we saw this same spirit of collaboration in action. Kashonna Marrow, a WGC Advisory Board Member and the CEO of Simply Kashonna, shared how the values of collective giving directly align with her business leadership. Whether building internal teams or engaging with clients, Kashonna’s company exemplifies the power of collaboration to reach meaningful, long-term results.

Diverse Ways of Giving

At WGC, we understand that people give in many different ways—whether through time, talent, treasure, or testimony. This diversity makes our work stronger and more inclusive, inviting a variety of voices to help shape the future. During the panel, we explored how businesses can support multiple forms of giving and why this diversity leads to deeper connections with stakeholders.

As a business owner, Kashonna shared firsthand how different types of engagement—volunteering, mentoring, or direct contributions—create a well-rounded approach to giving. Simply Kashonna nurtures these opportunities for her team and community, ultimately strengthening her business’s commitment to stakeholder values.

Giving is Good for the Community, and Good for Business

When a business incorporates philanthropy into its stakeholder orientation, it reaps multiple benefits that extend well beyond goodwill. Here are the five main things a business can gain:

1. Strengthened Trust and Loyalty - Philanthropic initiatives signal that a business values more than profit and customers, employees, and partners are more likely to stay loyal to a company that invests in causes they care about.
   
2. Enhanced Brand Reputation and Visibility - Giving back boosts a company's public image and differentiates it from competitors and philanthropy creates authentic storytelling opportunities that resonate with socially conscious audiences.
   
3. Deeper Stakeholder Engagement - Encouraging diverse forms of giving (time, talent, treasure, testimony, ties) invites broader participation and employees and partners feel more connected and purposeful, increasing morale and collaboration.
   
4. Attraction and Retention of Talent - Purpose-driven businesses are especially appealing to younger generations of workers who value mission-aligned employers, and philanthropy builds a workplace culture that attracts people who want to make a difference.
   
5. Long-Term Sustainability and Impact - Investing in communities and causes leads to more stable, supportive environments in which the business can thrive, and strategic philanthropy helps businesses identify risks, innovate solutions, and build lasting partnerships.

Building Relationships from the Inside Out

One of the most important takeaways from our work at WGC is the understanding that how we treat each other internally directly impacts how we engage externally. A strong internal culture—built on trust, transparency, and shared purpose—forms the foundation for external impact. Businesses that align their internal practices with their outward commitments build credibility and trust with their stakeholders.

Kashonna spoke to this concept in the context of her own business, where a positive, purpose-driven internal culture has created a ripple effect of success in external relationships with clients and partners. By investing in people first, businesses can create lasting, meaningful change both within and outside the organization.

Reflections from the Discussion

We were thrilled to engage with fellow business leaders who care about being good corporate citizens. The conversation explored how philanthropy, stakeholder orientation, and a focus on people can help businesses thrive for the long term. By aligning values, purpose, and actions, we can all make a real difference.
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We’re grateful to have shared this conversation and look forward to seeing how the principles of stakeholder orientation continue to shape responsible, sustainable businesses in our community and beyond.

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