Page 21 - BusinessWest February 7, 2022

its annual Customers’ Choice Community Grants Program 20 years ago. Voting runs to the end of each December, and recipients are celebrated in May.
Unlike MSB’s program, which features a set number of recipients and equal funding to all win-
R.K. Finn Ryan Road School, $1,966; and Historic Northampton and Belchertown K-9, $1,966 each. In addition, the Williamsburg Firefighters Assoc. and Whole Children of Hadley were each granted $500 for coming close to receiving 50 votes.
“We do normal corporate giving, but 20 years ago, we started doing these Customers’ Choice grants in an effort to listen to our customers,” bank President Kevin Day told BusinessWest. “How better to support the community than to support the nonprofits that our customers feel are impor- tant and doing a great job in the community?
“It’s a great program, and we’ve given close to
a million and a half dollars,” he went on. “And our event in May is a wonderful event that really links us to the community and our customers who have directed where some of our money should go.”
Just as the pandemic has shifted the giving pri- orities of some banks and credit unions based on community need (see story on page 17), Florence Bank saw the same phenomenon occur in the Customers’ Choice program last year.
In the second half of 2019, only 10% of cus- tomers cast votes for organizations that ease food insecurity. But as more people became aware of those needs in 2020, twice as many votes were cast for food-security causes, and $21,528 of the total $100,500 awarded last May went to five orga- nizations focused on feeding people: the Food Bank of Western Massachusetts, the Amherst and Northampton Survival Centers, Manna Commu- nity Kitchen in Northampton, and Easthampton Community Center.
Moriarty said the recipients in Monson Savings Bank’s program have shifted over the years as well, with more than 100 nonprofits benefiting in all.
“Some are repeat winners, and that speaks to
their efforts to reach out to their followers to vote for them,” he said. “But it’s nice to see different nonprofits chosen.”
In any case, he added, “they are so genuinely appreciative of winning. It’s always nice to win
a contest, but they are genuinely honored and thrilled to receive those donations. Every year, I talk to a few of them, and they seem so, so thank- ful. Some of these nonprofits count on the dona- tions they receive from us and other community banks and other community businesses.”
Moriarty noted that the internet has been an important driver of the Community Giving Initia- tive, as social media was still on the rise when the program launched 12 years ago, offering a new way to connect people with the bank and generate enthusiasm online. “That was a catalyst for us in the initial stages. Social media wasn’t that big yet, but we knew it was coming.”
Clearly, customers are excited to wield some influence on this one element of their hometown bank’s giving priorities.
“We love working directly with the commu- nity and giving members a voice to ensure that the nonprofits that make a positive impact in our communities are recognized and supported,”
said Michael Rouette, executive vice president
and chief operating officer at MSB, when the 2022 recipients were announced. “As a local, commu- nity bank, we are committed to doing whatever it takes to support our customers, businesses, and communities. We understand that these charitable organizations have the power to truly make a dif- ference for our neighbors. Thank you for casting your votes.” u
—Joseph Bednar
“How better
to support the community than to support the nonprofits that
our customers feel are important and doing a great job in the community?”
ners, Florence gives grants to all organizations receiving at least 50 votes and distributes the money ($100,500 last year) according to their share of
the votes — in last year’s case, more than 7,000 votes in all.
Last May, those funds went to Dakin Humane Society, Cancer Connection, Friends of Forbes Library, and Big Brothers Big Sisters of Hamp- shire County, $5,000 each; Our Lady of the Hills Parish, $4,837; Belchertown Animal Relief Committee Inc., $4,326; Friends of the Williamsburg Library, $3,815; J.F.K. Middle School, $3,303; Riverside Industries Inc. and Friends
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