Businesses in Montgomery County, Md., that give 2% of their operating income to charity, with a majority of it going to a Montgomery County cause can get a full page ad in every issue of Bethesda Magazine. It's a new initiative from the magazine'spublisher Steve Hull and C.Fox Communications president Carrie Fox called Community Profits Montgomery. They felt there wasn't enough being done to recognize business that are helping in the community, so it's free tojoin the organization. So far 18 businesses have signed on.

Steve and Carrie say the group was modeled after the Minnesota Keystone program, which was launched in 1976 and has 400 members that include big corporations. Montgomery County is increasingly split between affluent residents and people in need of help, says Steve. Community Profits Montgomery will have its first event this week to highlight some of those community needs and how some businesses are giving back. Steve's long-term hope is that Community Profits Montgomery will encourage more businesses to meet the 2% threshold.