Holiday gifting with intention: how Reputation made appreciation a reflection of company values

At a company called Reputation, how you show up matters, even in a holiday gift.

When Silcani Cabrera, Director of Real Estate and Workplace Services at Reputation, started rethinking how the company approached its gifting program, one word kept coming up: transactional. “Traditional gifting often felt transactional and short-lived. We wanted our efforts to reflect the same values and culture we promote internally: building meaningful relationships, supporting communities, and creating a positive impact.” As the company grew, it became clear that even small gestures needed to reflect its broader mission, not just check a box. That question led Reputation to Gifts for Good.

Through the Gifts for Good platform, Reputation’s holiday gifts created real, lasting change. The program provided 420 children in-need with a one-year supply of lifesaving vitamins, gave 280 months of prenatal vitamins to mothers who need them most, funded 522 meals to children facing food insecurity in the USA, and supplied 87 weeks of safe water, improved hygiene, and sanitation for a community in need. Every gift, chosen by the recipient who received it.

Around 98% of recipients redeemed their gifts, nearly 30% higher than the year before. Employees and recipients noticed that the gifts reflected values around community, impact, and thoughtfulness rather than just being another corporate gesture. The responses confirmed it. One recipient wrote: “Knowing that this gift also supports indigenous artisans makes it feel even more special. Thank you for being so thoughtful and for choosing a gift with such a wonderful story behind it.”

When it came to choosing causes, Silcani didn't want to choose at all. "No cause is bigger than the other; I believe they all deserve to thrive.” For Silcani, the ability to give recipients a genuine choice across causes brought that philosophy to life. “The concept of every gift giving back aligned strongly with both my personal values and our company culture.”

For any company still defaulting to the transactional approach, Silcani’s recommendation is direct: “If your company values relationships, culture, and community impact, Gifts for Good is an easy decision. It takes something most companies already do, gifting, and turns it into a more meaningful experience for everyone.”

For a company built on helping others show up well, applying that same care to holiday gifting was a natural extension—and Reputation’s recipients felt the difference.