Making of a Milestone

PeoplesBank Surpassed $1 Million in Charitable Giving in 2011

Tom Senecal says the spate of weather disasters and resulting multi-level recovery efforts probably had something to do with PeoplesBank passing the $1 million mark in charitable contributions in 2011.
After all, the bank committed $200,000 for relief efforts in the wake of the June 1 tornadoes that devastated neighborhoods in Springfield, West Springfield, Westfield, Monson, and other communities.
But Senecal, the bank’s chief financial officer, believes the Holyoke-based institution probably would have reached that milestone even if the region hadn’t been visited by those twisters, which created needs that probably couldn’t have been imagined on May 31.
That’s because the needle had been moving steadily toward that number for the past several years — donations totaled $850,000 in 2010 and $705,000 in 2009 — and also because the bank had a very solid year with regard to the bottom line, and sought to redirect profits back to the community as a reflection of the culture at the 127-year-old bank — and to address growing needs in many areas, said Senecal.
“We were seeing a tremendous need in all the communities we do business in,” he told BusinessWest. “Some of it was related to the tornadoes, but it was across the board, really, from gifts to several senior centers to donations to hospital capital campaigns.
“We’re a mutual institution, and we do not have stockholders,” he said. “We believe, as a result of that, that it’s our responsibility to give back to the communities we do business in.”
And while surpassing the $1 million mark is a noteworthy achievement, like the bank’s consistently high ranking on the Boston Business Journal’s listing of the most charitable companies in the state (38th in the last survey), what’s behind that number — meaning the direction this philanthropy takes — is the more significant story, he told BusinessWest.
Indeed, the bank continues to focus its efforts on three major areas — health care, education, and what he called “environmentally friendly initiatives,” with that latest category being a far-more-recent phenomenon, meaning the past decade or so. The weather calamities, especially the tornado, created new types of need, Senecal noted, and new and different ways for PeoplesBank to lend its support to the community.
Examples range from a $25,000 donation to early-childhood-education provider Square One, which saw its downtown Springfield facilities, including its operations center and some programs for children, leveled by the tornado that plowed through the south end of the city, to gifts to several impacted communities for reforestation efforts.
“We made that donation to Square One within the first week after the tornado struck to help with emergency needs that they had within the community,” he said, adding that contributions were also made to a number of organizations involved in relief efforts, such as the Red Cross, the Community Foundation, and others.
But, as Senecal said, there was more to the bank’s surge past the $1 million mark than the wrath of Mother Nature.
Indeed, 2011 was a year when state and especially federal budget cuts hit a number of nonprofit agencies quite hard, said Senecal, adding that PeoplesBank stepped forward to help many of these institutions.
“Government cutbacks have forced nonprofits to seek alternative sources of funding so they can continue their missions,” he said, adding that more reductions are likely in the years ahead, meaning that need will continue to increase.
There was also the bank’s ongoing expansion, he said, noting that, when the institution widens its reach into a different community or neighborhood, it punctuates its presence with donations targeted for that area. This trend was continued recently in Springfield and West Springfield (the bank opened its latest branch there last year), and it will be witnessed in Northampton when it opens its first full-service branch there (and 19th overall) later this year.
“We reach out to the community to find causes that can have as much impact as possible in the cities and towns in which we do business,” he said of this pattern, adding that the ongoing expansion efforts are a big reason why overall donations within the Western Mass. region have increased more than 40% since 2008.
Looking back on 2011 and reaching the $1 million milestone, he noted that that there were donations made to roughly 400 organizations. Many were tornado-related in some way, he continued, noting that a total of $80,000 was donated to five communities for so-called “re-greening efforts.”
Overall, though, contributions were focused on those three main areas of concentration, said Senecal, noting that, in health care, donations were made to senior centers, hospitals, other care providers, and specific initiatives to improve the overall health and well-being of area communities.
There were many contributions in the broad realms of education and the environment as well, he went on, adding that some managed to overlap.
Such was the case with a donation put toward the building of a greenhouse at the Leverett Elementary School in Leverett, Mass.
But Senecal stressed that donations to the community are not limited to checks from the bank, or monetary contributions.
Indeed, PeoplesBank employees were ranked third in the state by the Boston Business Journal in terms of charitable giving from their pockets, and fourth when it comes to volunteer hours donated within the community, statistics that are a big part of the bank’s philanthropic track record.
“When you talk about a corporate culture of giving, it’s not just at the president’s level or the PeoplesBank level,” he explained. “It comes from all the employees.”

— George O’Brien