Giving back has taken on new meaning over the past week. The outpouring of support from all segments of the corporate world for Haitian relief has been nothing short of incredible. The reach of the support for Haiti far outpaces the tsunami relief programs of six years ago.
As the Haiti story was unfolding on every news outlet imaginable, I was struck by the advertising commitment that Coca-Cola made to their Live Positively giving program. Three full-page, four-color ads dominated the January 13th issue of USA Today in the Life section. Bold headlines with strong visuals dared you to read the message to learn more about Coca-Cola's Live Positively program. Through a 'just the facts' copy style, I learned that the Coca-Cola Scholars Foundation helps 1,400 students a year pay for tuition, and hundreds of miles of Rails to Trails were built with the support of Coca-Cola. Their association with the Boys and Girls Clubs of America through underwriting of Triple Play has helped more than 1 million kids learn the importance of physical activity and proper nutrition since 2005. You can learn more at www.livepositively.com. It is all about giving back and making a difference.
It is a different kind of CRM - Cause Related Marketing. Whether it is labeled philanthropy, generosity, giving back, or just plain doing good, it makes great business sense. Under the "time waits for no one" banner, Ronald McDonald House celebrated its 35th birthday last year. There are 292 Ronald McDonald Houses helping children and families across the globe. Imagine the tens of thousands of people impacted by these havens in time of need. In 2010, they'll surpass 300 Ronald McDonald Houses. Talk about a brand legacy.
It's easy for the brand giants to make commitments of this nature. They have the sheer volume of employees and corporate will to make it happen. How can we make a difference on an individual level?
In business, we all have an obligation to "send the elevator back down." It is our way to pay it forward by leaving our respective businesses in a better place. It means getting involved in teaching and mentoring. Imagine how great an education system we would have if business leaders helped educate and show the way. Imagine the charities and pro-bono organizations that would be in a far better spot if our marketing and communications minds touched them, both personally and professionally.
Giving back takes time and commitment, both of which are in very short supply today. Couple that with no income derived from your efforts, and it is a sacrifice. Think about it from another perspective - psychic income. There is no better feeling than helping someone. You can't assess monetary value against it. Think about your own personal brand legacy. The one you leave. At the end of our business careers, we'll be judged based on the impact that we make on other's lives. Let's make 2010 the year that we all make a difference. After all, it's just plain good business.
When there is a tragedy in a third world (Haiti earthquake, the African AIDs epidemic) it becomes the WORLD's problem. But when a developed country has an issue (like that of U.S educational reform, specifically closing the achievement gap between lower income communities and the affluent communities) then whose problem is it? A NATIONAL one, a corporate one or even a personal one? Organizations like Teach For America may help address this gap but that's not enough. That's why I agree with your statement to pay it forward, it means getting involved in teaching and mentoring. In the long run, businesses benefit. Talk about a corporate and personal brand legacy.
Thanks for starting the year with such a thoughtful essay.
There are so many ways for us as individuals and businesspeople to do well by doing good, whether the reward is personal and "psychic" or measured in terms of sales, brand loyalty or employee engagement.
In all cases, it is imperative to be true to ourselves, the nonprofits we partner with and others with whom we share news of our endeavors. Failure to be transparent about cause marketing initiatives seems to inevitably lead to recriminations that can cloud out the good we are doing.
Looking forward to learning more about your work in this area!