By BREANN PETRO

The recession may be driving companies to see a greater value in corporate volunteerism.

According to Michael Weiner, president and CEO of the United Way of Buffalo and Erie County, most companies in the for-profit, non-governmental sector allow staff to participate in community service on company time. Many  actually encourage or expect their employees to volunteer.

If participation in the United Way's Day of Caring is any indicator, more businesses are looking to get involved in their community. The annual event brings together thousands of volunteers from across Erie and Niagara counties to work on area projects. The 2010 Day of Caring had 3,177 volunteers from 159 companies who participated in 156 projects - up from 3,000 volunteers from 145 companies who worked on 145 projects in 2009.

Though Weiner doesn't have data to prove the lagging economy has  sparked a stronger interest in giving back, he said he sees a connection.

Some companies may not have the resources to write blank checks to nonprofits, but they still want to make a difference. In light of high unemployment and poverty rates, others may have a greater appreciation for what they can do through volunteer service.

He also has seen an increase in the number of participants in the United Way's Business Meets Community corporate volunteer initiative, he said. It was established 15 months ago to help companies connect on  an ongoing basis with volunteer opportunities aligned to their particular interests.

So far, 27 companies - which equates to more than 800 volunteers - have completed more than 2,500 hours of service on some 46 projects, he said. Projects include fundraising, collecting and distributing food, general labor, coaching, mentoring, teaching and tutoring at sites for religion, arts, health and human services.

A company's culture helps dictate the relationship it has with the community, according to Weiner, who cited banks as an example. They frequently align their volunteer efforts with financial literacy and and earning and maintaining assets.

KeyBank supports such goals of helping others become economically self-sufficient, said Gary Quenneville, Buffalo district president. With its philosophy of "Community is Key," the bank stresses that by volunteering, employees become aware that they are part of a company that believes strongly in the importance of it.

"We're committed to the communities we serve; it is built into our core values,"  Quenneville said.

Close to 90 percent of employees participate in community service in some way throughout the year, he added. Those in management roles are expected to be particularly active volunteers.

One of KeyBank's largest initiatives is its Neighbors Make The Difference Day - similar in concept to the United Way's Day of Caring. It's a way for bank employees to get involved as community servants across the country.

In Western New York, about 300 employees participate in 50 projects from Olean to Niagara Falls. Neighbors Make The Difference Day takes place during work hours - set for May 24 this year - so KeyBank continues to pay employees while they participate, essentially donating about $1 million in salary across the country.

From the United Way's perspective, Weiner cited similar benefits to encouraging community service: Individuals gain important skills sets and work experiences while companies build community relations, networking circles and perhaps elevate their stature and image.

Involvement in the community has been part of KeyBank's culture for decades, according to Quenneville. He said the bank hasn't had to curtail its budget for community support in light of the economy.

KeyBank isn't alone. Rich Products Corp. also is dedicated to giving time and talent to the community, according to Brian Townson, senior vice president of corporate relations.

"We encourage our associates to be very active in the community," he said, noting that giving back has been a priority since the Rich family founded the company back in 1945. "We have a good heritage and foundation for the work we are doing."

While part of Rich's mission is to "treat our customers, our associates and our communities the same way - like family," Townson said the company doesn't have a formal policy on volunteering. However, it grants associates a certain amount of freedom and flexibility to participate in community service. He said as long as associates fulfill their work commitments, they are free to volunteer during working hours, if necessary.

Rich Products looks for community-minded individuals to recruit to the company, he added. A growing number of job-seekers are looking for community-minded companies as part of their criteria for a potential employer.

Townson said there is a very "long list" of nonprofit organizations that associates support. An ongoing commitment has been delivering Meals on Wheels five days a week in the Black Rock area of Buffalo. Rich's has 55 associates on 22 delivery teams.

The company is one of two corporate volunteers that deliver meals five days a week, according to Melissa Hammond, director of public relations for Meals on Wheels for Western New York. But companies can commit to making deliveries once a week or even once a month through the corporate volunteer program.

Unlike the United Way, Hammond said Meals on Wheels has seen a decline in participation from corporate volunteers in the past year and a half as a result of layoffs and downsizing at area companies.

Hammond said corporate volunteers are dependable and enjoy delivering meals and connecting with the homebound in the community.

They also are often willing to serve in some areas where it may be more difficult for Meals on Wheels to find volunteers. Meals on Wheels for WNY has 123 corporate volunteers currently, but is looking for more.

Breann Petro is a frequent contributor.