$295 bi-ll-io-n. This is not the revenue of a corporate conglomerate but rather, it is the amount given by Americans to charitable organizations in 2006, according to a Giving USA Foundation report. To put this in perspective: This is the same amount invested by the world during the course of the 2008 Beijing Olympics. It is fitting to say, now more than ever, there is an importance of being earnest. Lauren Marr of Equals Three Communications offers the following observations:
So it really isn’t surprising that Oprah is “in,” and that she has recently urged all of her viewers to “be in.” Just what is “in”? It isn’t the latest handbag in Hollywood or the hottest outfit on the runway in Milan, rather, “in” is volunteering. Earlier this year, Starbucks along with the HandsOn Network launched the Pledge5 “You in?” campaign to mobilize people to take action by volunteering. Through the website, Starbucks created a community where volunteers and causes can meet. The campaign recently encouraged people to pledge over one million hours. The “You in?” campaign was launched to strategically begin the day after President Obama’s inauguration because, as J. Paul Getty put it, “I would rather have 1% of a hundred men's efforts than 100% of one man's effort.” Indeed, the zeitgeist of the “Obama generation” seems to be collaborative contribution.
The sweeping effects of this movement have even found their way to Oprah. The “You in?” campaign doesn’t pretend that the majority of Americans have copious amounts of time; it only asks each of us to give 5 hours. The campaign illustrates the interesting, recent paradigm that to be an unwitting corporation is to be a wanton corporation.
About a decade ago, the Cone/Roper Cause Trends Report showcased the rising value of corporate giving for companies with charitable visions. Corporate giving benefits entities in terms of increased consumer loyalty, positive brand awareness and corporate recognition. Corporate giving also affects the bottom-line; consumers are more likely to choose products that support good causes. Yet as a result of the current difficult financial times, 45 % of companies surveyed, have already executed a decrease in their giving budget according to a Conference Board survey. However, for many industries, being generous pays. According to the Model of Corporate Philanthropy report philanthropy fosters consumer trust, which directly correlates to a profit increase. Today, people are informed and everyone feels good knowing there is a dash of philanthropy along with their consumerism.
For the past 26 years, our company, Equals Three Communications, Inc., has given special importance to establish partnerships with the community, give back, and change behaviors for the benefit of many. Cognizant of the economic downturn, here are a couple of examples of tactics we found useful: Donate Time, Inspire and Collaborate.
Donate Time:
Much like the Pledge5 campaign, time can be more effective than money. This can be done on an individual and even corporate level.
Equals Three has been known to use its in-house research and creative resources to help causes raise awareness about important issues. One of Equals Three’s 2009 award winning pro-bono creative works - the “Restoration: Re-establishing African American Families and Communities” Report, uses expert research content and personal observations to cover the scientific and emotional outlook on poverty – an issue plaguing the African American family unit. The final report was distributed during the 2008 Congressional Black Caucus.
Inspire:
It is also important to recognize passionate and altruistic people in the company for the good they are doing particularly as a way to inspire not only the corporate community but also society at large. According to the Cone/Roper Cause Trends Report, encouraging employees to participate in corporate giving has shown to present a competitive advantage in attracting and retaining employees and improves internal communications.
Collaborate:
The more entities you engage, the more people you will reach. Earlier this year, Equals Three co-sponsored an event to celebrate International Women’s Day. In collaboration with other entities, the event attracted over a hundred people in the Washington, DC, area; included a panel of professionals who use arts/creativity as a medium and catalyst for worldwide development; and helped raise micro-funds to benefit nonprofit organizations here in the US and Africa.
Gone are the days when corporate giving was an oxymoron; now corporate giving is the sustenance for starved finances. Through donating time, inspiring, and collaborating your company can weather the economic storm. Indeed, if individuals are still willing to give five hours, why can’t your company do the same?
Given that quality and price are equal, 76 percent of consumers specified they would change brands to one linked to a good cause.