Beyond the Boot Donation

As Timberland rolled out its Path of Service program, it became apparent that there could be grounds for a long-term collaboration between Timberland and City Year. In Khazei's words, "Timberland's a clothing company and we're a service organization, but there were a lot of potential synergies there."

The Timberland-sponsored team was distinguished by the Timberland logo on members' uniforms and, as for all corps members, Timberland work boots on their feet. In 1992, Timberland's support for City Year took a major step forward: The company pledged $1 million, including uniforms for all volunteers annually for three years—discretionary dollars that would be used to support City Year's mission and programs. Swartz called this the "uniform of heroes . . . easy to make but difficult to earn the privilege to wear." Timberland also hired a small number of City Year graduates to work at its company headquarters, primarily in community enterprise. The company also formally "loaned" one of its executives to assist City Year with marketing activities.

According to one Timberland employee, there was also a very powerful intangible benefit of working with City Year: "When Timberland serves with City Year, it allows you to feel more intensely and intently about the work that you're doing, the community you're building, the relationships you're establishing. So at the end of the day, it's not about painting a wall. It's about building new opportunities."

Other benefits from the relationship emerged as City Year began running team-building and diversity training exercises for Timberland employees, including senior management. According to a vice president of marketing:

Many companies pay thousands of dollars for the type of team-building skills we learn through giving ourselves, together. So not only is Timberland furthering positive change and community betterment, we are making an investment in our infrastructure. This is not philanthropy. I firmly believe that the minds we turn on here at Timberland explode our productivity and effectiveness.

In 1994, Jeff Swartz became chairman of City Year's national board and extended Timberland's $1 million annual support over the following five-year period, during which City Year intended to expand nationwide. The relationship grew increasingly strategic with executives working alongside one another on individual and shared organizational initiatives. To help support City Year's national expansion, Timberland and other corporations committed to multicity team sponsorships. Swartz personally led delegations to prospective cities to recruit the support of civic, community, and corporate leaders. Timberland also donated office space above its retail store in Chicago to serve as a City Year base.

Date: 2015-01-29; view: 632