There are plenty of ways, short of establishing a foundation, to focus and energize your organization’s philanthropic efforts. Margie Flynn offers these suggestions to elevate your initiative to a strategic level:

Follow Your Core Values. “For the amount of time and money this will take, the business owner or leader needs to have a passionate desire to make it a reality,” she says. “You have to have that level of endorsement at the top to make it work.”

Use Your Core Competencies. What expertise can your company bring to bear on a social issue? What resources can you offer?

Align With Stakeholders. Bring the strength of your workforce, customers and community to bear on issues that concern them most. Consider Moen, which supports Habitat for Humanity projects, where volunteers install the company’s products.

Shout It Out. While external publicity builds awareness for your cause, don’t forget to communicate internally, so that your employees understand how philanthropy integrates into your mission.

Mean It. “Simply promoting a cause for publicity is bound to backfire,” Flynn warns. “You have to back your words with action.”