Investing in Community – It’s Not About Money

Investing in community may have meant something a little different to businesses a few months ago.  As a marketing professional, I am a frequent recipient of sponsorship requests.  There isn’t a day that goes by where I don’t have an email request, a salesperson dropping in with a sponsorship form or letter in my mailbox (yes, snail mail is still a thing) asking us to support a worthy cause.  That was the hard part of investing in community, they are all worthy causes and the need is real, but so are the dollars. The reality is that there is only so much financial support available.

Since the start of the pandemic that’s rocked the world, rattled the stock markets and significantly altered the way we live and work, what we’ve come to realize is that investing in community isn’t about money.  It’s about seeing a need, realizing you are in a unique position to meet that need and then doing it, taking action! 

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If you are prone to mosquito bites, like I am, you get my point!

The reality is one person can make a big difference, so whether you are in a small (now virtual) office environment or have hundreds of employees, you have the power to do big things for your community without spending big dollars.

Our community is the birthplace of some of the most famous racehorses in the world, the origin of 95% of the world’s bourbon and home to the greatest tradition in college sports (Go Cats!).  Most importantly, Lexington, Kentucky is where we, at Unified Trust, call home.  Like so many other cities and towns across the country, our home is experiencing some trying times as those in the community have lost jobs, businesses are struggling to keep their doors open and we’re facing a massive health crisis. 

This pandemic has impacted us all in our own unique ways.  However, we know that as a financial services firm, we are in a unique position to invest in the community.  I’m incredibly proud to work for an organization who has always believed in the importance of investing in community.  Doing things the right way and for the right reasons is all part of our strong fiduciary culture. 

Now, before I go any further, please, please, please understand that this is by no means a brag fest.  So many individuals and businesses are doing far more than we could even dream of doing.  My hope is that it will simply serve as an example of no matter what industry you are in or how many employees you have or what size budget you have to work with, investing in the community is something we can all do.

What we did was build a community program called  ‘Unified with Lexington,’ because that’s exactly what we are.

Investing in Community- Healthcare Workers

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We have an immense level or respect and admiration for those in healthcare, stemming from our founder and CEO, who began his career as an anesthesiologist. Dr. Kasten founded our company, based on the principle of medicine, to always act in the best interest of the patient, or in this case, the investor.

During this pandemic, these healthcare heroes are working countless hours to take care of our physical wellbeing and we want to take care of their financial wellbeing.  We decided to offer a complimentary financial plan to healthcare workers and extend the offer through the end of the year, since they are a little busy right now!

Investing in Community- Financial Helpline

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There are people really struggling right now from a financial perspective.  This is something we can help with!  We have a team of Certified Financial Planners® and Accredited Investment Fiduciaries® that can be a valuable resource to those who have lost their jobs or been furloughed; for local business owners who are unsure how they are going to keep their lights on; and really for anyone who just wants some financial peace of mind.  We set this helpline up to do just that.  Let me be clear, this isn’t a sales tool.  We’re not selling callers on anything and will not market to them in the future.  This is a free local resource to get financial questions answered, no strings attached!

Investing in Community- #TeamKentucky


Supporting local businesses has never been more important.  #TeamKentucky was set up to highlight how we can help local businesses during this tough time.  Each week we select a local restaurant and highlight the ways we can support them in a feature to our Lexington client base.  Our business does extend some financial support as well by purchasing a nice treat for our employees that are still working onsite each week.

Investing in Community- Community Day


Community Day isn’t new to Unified Trust.  I believe, if we’re able to hold this event this year, this will mark our 10th or 11th annual Unified Trust Gives Back to the Community Day.  It’s a day that we look forward to every year as all of our employees get to step away from their desks and into the community to volunteer with a number of nonprofits.  We’re so hoping to be able to continue this in 2020, as it is as good for our employees as it is the community. 

For more information on our Unified with Lexington initiative, please watch this video interview with Kevin Avent, our Managing Director.

Let me close by saying, during this really challenging time, it’s been truly amazing to see so many businesses and individuals step up and support each other.   

Compassion over Profit!

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