By Mike Russo
Cariello also couldn't have imagined how successful she would be with the simple idea of having Long Island businesses and nonprofit organizations work together to benefit one another.
Cariello's vision has become a reality - and her son's finger-painting is the company logo of her own nonprofit, the Long Island Way. Since setting up shop in an East Meadow office, Cariello has worked to address the needs of both for-profit and nonprofit organizations by having them work collectively toward common goals.
Businesses can take part in Long Island Way by becoming what Cariello calls "member advocates," devoting time, energy and resources to a specific cause, such as environmental awareness or animal shelters. Cariello partners them with nonprofit organizations that are passionate about the same causes. In return, businesses get enhanced exposure, free advertising on Long Island Way's Web site and coaching and marketing strategies, and are seen as "cause-minded" businesses by the local community.
According to statistics provided by Cariello, 92 percent of people have a more positive image of a product or company if it supports a cause. Eighty-four percent are likely to switch from one brand to another brand of similar price and quality if it is associated with a good cause, and 75 percent say that companies' commitments to social issues are important when they decide on which products and services to recommend.
Nonprofit organizations that take part in Long Island Way benefit from their partner businesses by receiving a percentage of their revenues as well as gifts, grants, fundraising proceeds and sponsorships. Fifteen percent of the business membership fee, which Cariello considers modest for all the services businesses receive in return, is distributed among nonprofit members, as is 10 percent of Web sponsorships and event proceeds.
According to Cariello, many small businesses on Long Island don't think they have the resources to contribute to nonprofits or don't know they exist. She also believes that many nonprofits have reluctantly accepted the apparent fact that there isn't any money out there to support their cause.
"Why don't we know about some nonprofits that have been on Long Island for 30 years?" said Cariello. "The nonprofits don't ask or they don't know who to tell."
Her mission is to convince both for-profit businesses and nonprofits that they do have the resources, and that with one another's help they can further their respective goals and form mutually beneficial relationships.
The two worlds are brought together at Long Island Way's "Meet and Greet" events, where members introduce newcomers to one another, often at a breakfast or dinner event. A Meet and Greet on Feb. 22 at the Ronald McDonald House in New Hyde Park featured breakfast and a tour of the facility.
Robert S. Weitzner, director of the Ronald McDonald House, said that after seeing a presentation by Cariello and seeing her enthusiasm, he joined Long Island Way. "It seems that by connecting businesses who want to show they care with not-for-profits that care enough to seek funding to carry out their mission, Donna has exposed us to many opportunities," said Weitzner. "I look forward to working together and taking advantage of what L.I. Way has to offer."
Cariello acknowledges that many of the businesses and nonprofit organizations are skeptical and often turned off by the fact that they have to pay a membership fee, they are satisfied with the results once they get involved. She is a strong believer in her idea and her organization, and said she feels that the economy can improve if different businesses and organizations work together. One of the reasons for her success, Cariello said, is her patience, her ability to work individually with for-profits and nonprofits that all have different ideas and expectations.
Formally organized in August 2007, Long Island Way currently has 50 business members and 17 nonprofit members. The latter include the Ronald McDonald House of Long Island, the Long Island Women's Business Council and the Long Island Gay and Lesbian Youth. Member advocates include the Westbury Holiday Inn, Intelligent Office in Garden City and Sunrise Senior Living in East Meadow.
"As a sales professional, I'm responsible for educating the public on assisted living and what it is we do here," said Rachel Coucoulas, director of community relations at Sunrise Senior Living. "By being a part of Long Island Way, I have the opportunity to invite people to the community to take tours and see what it is we do. I think [Cariello's] concept is amazing, and I'm really happy to be a part of it."
"When you have people who are passionate about the cause, the sky is the limit," said Cariello. "Believe in the mission, participate in the organization and reap the benefits."
Comments about this story? MRusso@liherald.com or (516) 569-4000 ext. 287
