Wray Ward launched EmpoWWer, our service-grant program created to support Charlotte-area 501(c)(3) community initiatives, in August 2018. Since then, it’s become even more clear that grassroots and well-staffed charities alike have an immeasurable need for the kind of support companies such as Wray Ward can provide to nonprofits working hard to make the world a better place.

Applications for 2020 EmpoWWer service grants open today. If you think your nonprofit organization could benefit from a partnership with Wray Ward, I encourage you to review our application guidelines and apply by November 30. Meanwhile, take a few minutes to hear from Dianne Chipps Bailey, managing director and national philanthropy strategy executive of philanthropic solutions at Bank of America. Dianne shares our fierce passion for social responsibility and the city we call home, and we’re excited for another year of working with deserving groups to make Charlotte stronger.

Tell me briefly about your professional background as it relates to philanthropy and social responsibility.

DB: Philanthropy is at the center of my being, both personally and professionally. I am blessed that my work is completely aligned with my core belief that nonprofits have the power to make our world healthier, better educated and more humane.

How I share my passion with the community has shifted over time. Early on, I was on the front lines serving on lots of boards, planning events, raising money and learning about community needs. Given the demands of my new national role with Bank of America, I have to be more strategic in how I engage, but my devotion to Charlotte endures.

Why is corporate social responsibility so important?

DB: It’s nuanced. There is an ethical imperative for the corporate sector to do its part. Meanwhile, the business motives are increasingly clear, especially when it comes to next-gen employees who care even more about a company’s values than the promise of personal recognition and rewards. Companies must live up to their employees’ and customers’ expectations. I’m incredibly lucky to work at Bank of America, where our senior leadership has wired social responsibility into our DNA as a company.

Rather than gifts of treasure, Wray Ward’s EmpoWWer program grants gifts of talent and time. How does a program like this help fill a gap in the nonprofit community?

DB: The nonprofit community continues to be under-resourced, relying upon volunteers to provide specialized expertise in many areas. The marketing communications skill set and creative inspiration Wray Ward can provide are absolutely critical. Nonprofits also need legal, accounting and other support — especially fundraising.

The fundraising environment is becoming more competitive by the day. In fact, the number of donors declined by 4.5% in one year from 2017 to 2018. That’s shocking. But I refuse to believe Americans are suddenly 4.5% less generous or less committed to community engagement. In part, people are expressing their compassion in different ways. It may be cause-related purchasing, crowdfunding, impact investing or other nontraditional means of support. Nonprofit leaders must pay attention to this fascinating and critically important trend.

As the landscape changes, nonprofits are becoming more reliant on a smaller group of more affluent donors and are leaning into their major gift strategies. This makes sense, but it’s troubling. Even if you meet your goal, you’re creating concentration risk. What if your donors’ interests change? Nonprofits must diversify their donor base.