Since 1939, the Executives Association of Rhode Island has helped to promote and connect businesses in the Ocean State.

This holiday season, however, it’s the community that will benefit from their hard work.

While planning their annual Yankee Swap gift exchange, “The Execs,” as they call themselves, decided to forgo gift giving and instead are collecting socks, underwear, diapers, hats and mittens for Project Undercover. Originally a project of the Rhode Island Donation Exchange, Project Undercover provides undergarments to the 40,000 Rhode Island children living in poverty. The non-profit has collected two million items to date, and distributed 300,000 items last year alone.

Nancy Thomas of Tapestry Communications of Cranston said the organization is happy to give back to the community that supports member businesses.

“It seemed that at each meeting someone would be relaying a story of a local business that closed, or they would discuss a story in the paper about homelessness among women, breast cancer month, food banks, and more,” said Thomas.

On Dec. 20, Project Undercover President Richard Fleischer will attend an EARI luncheon to accept the items that have been collected.

Also, thanks to the Executives Association’s annual holiday party and auction, Project Undercover won’t be the only charity to benefit.

Winning bidders will have the opportunity to support Crossroads Rhode Island, the Rhode Island Society for the Prevention of Cruelty to Animals’ pet food fund or the Women’s Center of Rhode Island.

Thomas says that supporting these worthy causes is an important factor in shaping a business’ public identity.

“What charities, sponsorships or volunteer work the owners or employees are engaged in can be a tangible piece of information about what the company is like to do business with,” she said. “With these economic times and ever-growing concerns in communities all over the country, being a good corporate neighbor and partner has become engrained in the very nature of entrepreneurial ventures, small business and big business.”

Ultimately, that goes back to the mission of the Executives Association of Rhode Island.

“Since 1939, EARI has been a reliable source for leads and contacts in Rhode Island, throughout New England, and around the world,” said Thomas. “We appear to be Rhode Island’s oldest continuous running business leads group.”

Members of EARI must be nominated by an existing member, reviewed and voted upon. Only a company’s top decision maker, or executive, is invited to attend, with perhaps one alternate. Attendance at luncheon meetings is required, and members must provide leads for the business network.

“We meet once a week at different restaurant locations for lunch, where business leads are exchanged in a formal and informal way. Each week one member gives a ‘trade talk’ about their business, describes a challenge or describes what a good lead is for them,” said Thomas.

Once a month that talk is replaced with a guest speaker who can represent a wide variety of topics such as finance or public relations.

In Cranston, five businesses belong to The Executives Association of Rhode Island (EARI): Nancy Thomas of Tapestry Communications; James Borstein, Corporate Communications; Keri Lussier, Floral Express; David Ruggieri, Ruggieri Carpet One & Ruggieri Brothers; and Michael Sarenson, Music Express.

In recent years, the importance of social networking has emerged as a hot topic for these Rhode Island businesses.

“Social marketing is simply a must, not an extra,” said Thomas. “Potential clients and customers look for your website, look for your Facebook page, and may also check to see if you are on LinkedIn and active on Twitter. Technology and social networking will provide extra leads and is a great way to showcase your products or services.”

Beyond the visible corporate profile, however, people want to know who the people behind the business are. Who owns the company? Is it family-owned? Is it part of a national or regional chain?

The trend to support local business is something the Association hopes to capitalize on.

“The pull to ‘buy local,’ ‘support local business’ and ‘made in the USA’ is very real,” Thomas said, adding that charitable giving is a crucial part of a company’s image.

Anyone interested in dropping off items for Project Undercover can call Thomas at 447-8182 or e-mail nthomas@tapestrycommunications.com. The Executives Association of Rhode Island is also having a membership drive and anyone interested in membership can e-mail Joyce Wadbrook of Capital City Financial at jwadbrook@capcityfinancial.com.