Tauck's Take On Corporate Giving

Westport News — December 7, 2007

By Dan Woog

The Tauck Family have always been a giving family. Based for many years in Westport, their 82-year-old family company backed projects like the Inn at National Hall and the installation of antique lamps along the Ruth Steinkraus Cohen Bridge. They donated to local charities, and executives served on countless committees and boards.

But in the 1990s, as the company expanded internationally and exploded into one of the world's leading high-end tour and cruise operators, it enlarged its philanthropic focus. Today, thanks to innovative programs and far-sighted policies, it is showing the entire travel industry exactly what it means to be a good 21st-century corporate citizen.

Nearly a decade ago, as Tauck's 75th anniversary approached, president Robin Tauck searched for a way to give something back to a historical site that meant something to the company's heritage. Learning of Save America's Treasures, a public-private partnership founded by President Clinton, she pored through 300 ideas, ranging from repairing our first flag to restoring Louis Armstrong's tapes. She narrowed the list to 30 possibilities.

A vote was taken choosing a top project: helping restore the only "cultural National Park" Mesa Verde ancient alcoves in Colorado. The Clinton Administration matched Tauck's financial contributions – immediately, but Robin wanted to do more, than money.

She realized they had a resource at least as valuable as money: human beings. When the company passed the word that Mesa Verde – where we had been visiting since the 1960's -- needed help, people responded.

Robin sent more than a dozen tour directors and staff members to Colorado in the Millennium Year. For a month they lived in trailers, and fixed trails, cave dwellings and other parts of the park that had fallen into disrepair.

When they went back on the road, tour directors shared their experiences with guests. They clamored to help....and so was realized the chance to play an important role in saving America's treasures too.

Soon after, the company kicked off a new volunteerism effort. Customers were invited to join staff members volunteering at Angel Island, Ellis Island and other historical sites desperate for maintenance. "It quickly became an inspirational movement of people's hands and hearts," Robin Tauck said recently in her Weston home.

A year later, the movement spread to guests while they were actually on tour. With up to seven groups a week, and 40 guests per group, Yellowstone is a major stop on a popular trip. Working with a retired park ranger, the company offered guests a chance to clean and stain walkways at the nation's oldest national park.

This summer, Tauck will welcome its 10,000th guest volunteer. Already, they have donated over $300,000 in in-kind labor. Ninety-nine percent of guests say their volunteer efforts were among the most enriching parts of their entire tour.

The White House has taken notice. In 2006, Tauck World Discovery was honored with a "Preserve America Award." President Bush cited the company for setting an inspiring example of how to protect public treasures.

As a global firm, Tauck understands that the need to help extends far beyond national borders. Though it has run only a few tours to Papua New Guinea, the company recently reached out to that island nation. The 150 guests on two cruises were asked, in a low-key way, to consider bring along a few items – medical supplies, school materials, clothing, fishing gear – to be donated to remote villages.

Because luggage was limited to 44 pounds each, executives expected the response to be low. They were stunned at the response. Many guests made donations a high priority. Robin Tauck's own 77-year-old mother brought just 14 pounds of personal luggage; the other 30 pounds were for five villages in remote areas.

The guests' generosity was matched --in a matter of days with 17 large boxes with 550 pounds of goods. Crew members on board the cruise ships helped too, contributing food and life jackets. Robin Tauck will never forget one of the donation sites. Seven tribal chiefs accepted the gifts and medical supplies with tears – and gave her betel nuts in return.

In another international effort, this month she is sending two tour directors to Africa. They'll help train Africans to become leaders – not simply workers – in the tourism industry.

Back home, 210 employees, family members (with children) and friends boarded buses to Boston. They worked six long hours, performing much-needed rehabilitation work in and around the Old North Church. A new fund will help train 30 young men and women to tell the Old North Church story to visitors. "Many parts are unfamiliar – even untold," Robin Tauck said. "For example, most people don't know that half of the original parishioners were African Americans."

As the holiday season approaches – with its emphasis on giving – Robin Tauck is justifiably proud of the many ways her family and company has embraced that mission -now formalized with its own name: "Tauck World of Giving".

"We want each project to mean something, to the local people, to the parks or sites we're helping, and to the people who volunteer their time and energy," she said. She is thrilled by letters like one from a guest who said, "I brought my 9-year-old son to see the Tetons. When he brings his own grandchildren back, he can tell them he was there once with his grandmother, helping preserve the area for the future."

She hopes other companies – and not just those in the travel industry – will follow Tauck's lead. "If business doesn't step up and take an active role, who will?" she asked. "Business has a huge responsibility. And if we can do this, any company can. We didn't have powerful influence, or a lot of access. We just did it – with people, time, commitment and enthusiasm."