Giving back gives life meaning
It’s terrific living in a community of doers and givers. In the Coachella Valley, there is no shortage of people who are willing to donate their time and money to charitable causes with hardly a second thought.
So, when deciding who to feature as leading philanthropists in our valley, we had quite a crop of candidates to choose from. Narrowing the field was not easy, but we selected two outstanding leaders.
I recently sat down with Peggy Cravens and Sandra (Sandy) Woodson to talk about their experiences in philanthropy. Their stories are heart-warming and reaffirming, and they also have interesting ideas about key strategies for developing future philanthropists.
And what they have to say about the nature of philanthropy might surprise, enlighten and empower anyone, regardless of financial status.
They both agree that giving is a creative process. And, as Woodson says, “It is fun, because sometimes you get the opportunity to see the direct benefit of what you are doing.”
How Cravens started
Although her parents did what they could to give back when Cravens was a child, Cravens found charitable giving through corporate expectations, as well as personal interests. She relocated from New York to the desert in 1988 when her first husband, Irving Koerner, a Wall Street heavyweight, required long-term care for Alzheimer’s disease.
As a corporate wife in New York, she was very involved in charitable giving through the Society of Memorial/Sloan Kettering, the Metropolitan Opera Guild, the Museum of the City of New York and the Musician’s Emergency Fund.
When her husband was cared for at the Carlotta in Palm Desert, she quickly realized the limitations of Medicare. She rallied caring and capable people to start Desert Samaritans for Seniors (formerly known as Good Samaritans of the Desert) to bridge the gap between the rates for quality care and Medicare funds.
Today, Cravens is heavily involved with College of the Desert, the Virginia Waring International Piano Competition, and numerous other charities and organizations.
How Woodson started
Woodson’s introduction to charities and philanthropic giving began during her business career working for Bank of America as Group Vice President of Credit Card Marketing in San Francisco. At the time, B of A had two avenues for giving back — through their Corporate Giving Program and the Bank of America Foundation.
Woodson got involved in many charitable causes, becoming somewhat of an in-house activist for good, often persuading Bank of America’s top brass to attend numerous fundraising activities and events.
As Woodson prepared to move from San Francisco to the desert in 2002, she was invited to a social mixer at a friend’s home where someone asked if she was a member of a sorority. This friend subsequently invited her to Coachella Valley Alumnae Panhellenic events, which became her first charitable involvement in the valley.
Her initial modest involvement in the Alumnae Panhellenic would eventually lead her to become president of the organization today. Woodson is also involved with the Living Desert, McCallum Theatre and other charitable causes Cravens says that Woodson’s enthusiasm is the key to success in all philanthropic efforts.
“Sandy has touched on so many things that are equally important to me, but I think, before you can seriously give back, you have to believe in the cause you are giving back to,” Cravens said.
Many years ago, Cravens received a call from long-time friend Gloria Greer, who was struck by the need for a charity to help those with multiple sclerosis, including her daughter Norma.
Cravens jumped right in and helped launch this new charity. She was instrumental in developing the name ACT for MS, and due to her close connection to the needs of the charity, she found herself far more invested in the success of the organization than if she had simply written a check.
Although many think of philanthropic efforts as giving money away, Woodson takes a completely different stance.
“Giving back means everything to me….I love giving back. The one thing I can give is the gift of my time. Money you can maybe make back. Material things you can maybe replace. But the one thing you can never get back is your time.”
For her, giving isn’t only about socializing at a fundraiser, or organizing a committee to address new concerns. It’s the quiet moments at home when she is at the computer, figuring out how a charitable organization can raise more funds or create a new event or activity that can differentiate itself with the giver.
The future
The conversation turned to the younger generation, and the need to inspire the next crop of philanthropists in the work of charitable giving.
Both Cravens and Woodson agree that while the next generation speaks a different language and employs technologies that continue to evolve, children remain children. They will follow examples, regardless of whether or not they see things the same way that their parents or grandparents do. For many of today’s promising youth, philanthropy is in their DNA, but it must be articulated.
In the Coachella Valley, Annette Bloch (her late husband, Richard, was the R in H & R Block) has involved her children, grandchildren and great-grandchildren. They serve with her on the Bloch Cancer Foundation Board of Directors. In addition, each of her grandchildren is given a certain amount of money annually to give to charitable causes that they must research.
In her words: “It started slowly, but now they are so into it, and have become personally involved with the charity of their choice. They cannot spend all the money on one charity, but they have to spend all the money each year.”
Restaurateurs (Lulu’s and Acqua Pazza) and philanthropists, Barbara and Jerry Keller say their kids and grandkids follow by example, as well.
“They are so proud of what we do, they love what we do. They read about it, they come to different events, and they are all in some way involved,” say the Kellers.
Despite what one might think when the word “philanthropy” is thrown in conversation, Cravens’ and Woodson’s thoughts don’t trend toward money. Instead, they both talk much more about time than money.
They agree that while many of us think of philanthropy as an effort of the wealthy, the true gift of “giving back” has to do with time more than any other resource.
For these two ladies and for many others, giving back isn’t just the right thing to do. It is a way of life.