More and more organizations are incorporating a community service project into their meeting agenda knowing it is the “right thing to do” for society, their organization and the participants. Is it? Of course it is. While we may all intuitively know community outreach programs are a good thing, up until now no research has been conducted that quantifies this assumption. MYB, in partnership with the Louisville CVB embarked upon a study to answer the questions – do community service projects during meetings deepen loyalty? Do they matter more to millennials? Do they change the perception of the destination? This session will reveal the findings from this study and prompt a lively discussion among the participants. After this session, you will walk away with new insights on how to re-vamp your community outreach program to be more effective, deepen loyalty and do change perceptions about the destination.