Very public, socially-catalyzed non-profit activity can humanize a company in a much more meaningful way than just highlighting “a personal voice” on the blog. Showing a human heart across the company touches people in a genuine way, especially in a time when people throughout the country really need the help!
In fact from a corporate marketing standpoint, this is exactly when a company should be seen contributing to society and encouraging its people to very publicly pitch in and help causes. The key is that the activity needs to be genuine, truly representing the company’s views.
“Our collective reality is borne of our interactions. We can and must create a different pattern than that we are facing with the economic slowdown,” said Conversation Agent Valeria Maltoni in an email interview.
“I was talking with some friends the other day about how this Christmas will be about love,” said Maltoni. “There is nothing more energizing, nothing more powerful than the conscious decision to be there for one another. We don’t use the “L” word inside organizations often. Demonstrating resiliency is also about looking to help those who are facing less fortunate circumstances. In the end, we are all connected.”
And what means more, personal brands deployed by a company or publicly investing in our society? Or even better, using these critical social media tools to encourage our companies and their extended networks of vendors, investors and customers? To help our fellows who are suffering?
Real voices on a blog and social responsibility both provide transparency inside the company’s soul, but human contact can only go so far sometimes. Has comcastcares’ Frank Eliason changed Comcast’s public perception? It’s really just a start. Corporate integrity demonstrated through real actions often means more.
Incorporating Social Responsibility
We practice this ethos at Livingston, both in our recommendations and our actions. Our blog represents only a small example of how we are giving back. Here’s just a sample:
As a team our activities are deep and consistent in this regard. In fact, we gave Qui Diaz her own social cause practice to foster this important activity.
We’re not the only firm pushing companies to get more engaged with social causes. Edelman has its Good Purpose effort. According to Edelman, over 83 %of consumers are willing to change consumption habits to make tomorrow’s world a better place. Another big agency, Fleishman-Hillard conducted a study reaffirming this:
A recent national opinion survey of Americans found that knowledge of a company’s commitment to social responsibility influences purchasing behavior more than lower prices do.
The business case is clear (hat tip: Richard Becker). Social responsibility means more to customers.
Now More Than Ever
Because they are small and subject to charitable donations, they too are endangered by the current economic situation. As the Washington Post reported yesterday, many non-profits face their extinction or demise.
There will be no bail-out for the non-profit industry from Congress. While the auto industry certainly has a big impact on our economy, so does the non-profit industry. In fact, social causes and other non profits do more than just provide jobs, they seek to better our society in a variety of ways, from supporting the arts to feeding the poor.
Now more then ever companies need to show their human side… and do it with more than a little “flair” on their blog. The economy may be an excuse to cut costs, but charities still need our help.
That’s why I refuse to send our clients meaningless mugs or gift baskets for the holidays. We give money and services on their behalf to charities. We use those resources to impact and change our world. That means even more this year, when our country really needs these charities to get through what will be one of the toughest times in living memory.
Updated at 12:19 a.m.
Nice post Geoff,
This might not be the best place for it, but I’ll impart are few favorites from some of my interviews past:
”It is important to note that there is no ONE right way to give back to the community. However, in terms of strategic giving, it is vital for companies to consider the need/business problem it is trying to address and design a giving program to best meet this need.” — Bruce Brooks, director of community affairs for Microsoft (Seattle)
”I believe corporate giving should be in line with corporate achievement. Corporate leaders must answer to the communities in which they operate.” — former Oracle executive) Marc Benioff launched Saleforce.com
“I believe Geoff Livingston and his firm exemplify the genuine spirit of business giving.” — Richard Becker, state commissioner, Nevada Volunteers (AmeriCorps Nevada)
Best,
Rich
This is indeed a tough time we live in, Geoff. And companies that have been “real” about social responsibility – that is, the ones that have been doing it consistently for an extended period of time (rather than as a marketing ploy) – will get credit.
We can only hope that the non-profits will be able to see it through this difficult period and come out on the other side as unscathed as possible.
Scott Monty
Global Digital Communications
Ford Motor Company
I know that Washington, DC is home to many non profit organizations – so is Philadelphia. In fact, if I recall correctly, we have the highest per capita number of non profit jobs in the US right in our city. I believe in the power of partnering for all the right reasons. As well, I’m sure I’m not the only customer who is taking a second look at who they do business with in favor of the community in which we live.
Rich: Thanks for your words of wisdom.
Scott: You know more so than others how tough it is. Good luck on Ford. My one thought on the word “real” is that there is no time like now to start being real.
Valeria: Thank you for participating in this post. Another high-density non-profit city is Chicago. I am sure there are others.
I spent many years behind a fund development desk at three non-profit organizations, and I have never seen a more critical time for these orgs than now (especially here in Chicago). Social responsibility is not an option, as the name implies. And it cannot take a crisis to mobilize us into action.
Indeed, there will be no bailout for these groups. And yes, social causes matter to your customers. But most importantly of all, they should matter to you, and today there is a cause for everyone to stand behind. Not everyone is able to give significant financial resources, but everyone has time. a network, and expertise to share (and I don’t believe you if you tell me you “just don’t have time”). There is little more fundamentally human than helping those who are not fully able to help themselves. Thanks for writing.
This is an excellent post – thanks for this.
There’s some good examples of companies giving despite hard times –
http://beth.typepad.com/beths_blog/2008/11/the-economys-impact-on-giving-a-stimulus-package-and-some-tips.html
What can we do as individuals? In our family, we’ve always forgone lots of “stuff” as gifts and given to charity – who needs stuff? I much rather “spend” my holiday budget making contributions to organizations that do good work.
What will you do?
Geoff,
Excellent post. I agree with Beth. What can we as individuals do? Even in difficult times, the pennies add up. Rather than not give, people should give what they can. For those that are looking for work, doing pro-bono work for a cause you believe in, is a way to stay connected and to add value.
Gary
I think comparing a company blog with a personal voice vs. corporate social responsibility is kind of apples and oranges.
While a blog can help you connect with a larger audience, why are you doing the corporate giving? Are you doing it because you want to better connect with the folks you’re serving? Are you doing it because you want to take it back to the larger audience and be like “look how cool we are for doing this noble thing. buy our product”?
While I think corporate giving is awesome and incredibly laudable, hearing about a corporation giving $10k to a non-profit doesn’t make them any more real to me. It doesn’t give me the urge to go out and buy more of their product.
It’d help if there is some kind of story behind it. For instance, if the company decided to give to an organization that’s fighting breast cancer because all the founders of the company lost someone close to them to breast cancer, then it’s different. Then the corporate giving has some level of context and does make them seam more human. And you tell that company story… you show that company personality through a blog of some sort.
Justin: You are sorely mistaken. And just because it doesn’t make you want to buy, what about the other 80% of buyers. Should I ignore because philanthropy doesn’t move your heart, like the other 20%?
If corporate giving is intertwined into all outbound communications it dramatically boosts a company’s credibility. The error occurs when companies don’t communicate what they are doing on behalf of the community. A transparency failure.
A blog helps, but is it the end all be all? Tell me how Comcast has really changed its perception or jetBlue. I am not buying it, necessarily. Can you show me how it helps as compared to a philanthropic campaign? Why can’t you intertwine both? Why is one better than the other? They are both meant to encourage trust and humanize companies.
Geoff, I think we’re saying the same thing. Maybe I just didn’t express myself that well.
I think corporate philanthropy is great and should be encouraged. As you said, it should be intertwined with outbound communications. A blog is one mechanism for that outbound communications.
Blogs are a very personal and human way for companies to talk about their corporate philanthropy.
I got the impression from the beginning of the post that you were pitting social media use vs. corporate philanthropy… that a company should choose to do one over the other.
I think one costs more than the other and most companies don’t do it well. Blogs are over blown as a marketing tactic, when what people really need to do is engage other bloggers and people in social networks, not publish content. Transparency and humanization are the end results, not the tactic.
I think this is good stuff, Geoff. Anything that can be done to encourage businesses to explore creative ways to leverage nonprofit partnerships to expand their reach and have a positive impact on their communities is a good use of your blog space. Back that up with with your own philanthropic efforts and you have winning combo.