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Giving back benefits the community and the business (plus: how to write a press release, contact media)
January 18, 2007
Philanthropy that benefits the broader community also benefits the company. American corporations realized this to the tune of $13.77 billion in 2005, a 22.5 percent increase over what they gave in the prior year, according to Giving USA Foundation's Annual Report on Philanthropy (June 2006).
Retailers have long realized the value of sharing their treasures and time in support of the local education, health, arts and civic organizations that serve their customer bases. Volunteerism plays a tremendous role, for example, in the life of this month's featured retailer, Marilyn Hansen of Omaha, Nebraska. Despite a work week that averages 60–80 hours, the designer sits on several boards and is an active member of at least half a dozen business, arts and human services organizations. "In addition to giving back, I find that helping out in the community is the best way to demonstrate my commitment, how I work and follow through to potential design clients," Hansen said. "When you're really out there, getting your hands dirty and working in the trenches, you learn a lot about people, and they learn a lot about you."
Donations of cash, merchandise and gift cards are the most popular choices when it comes to local fundraisers, raffles and silent auctions, but many storeowners save the donations from sales percentage promotions for groups with which they share a personal cause or those that appeal to, or potentially impact, a wider audience. Bono and Bobby Shriver launched a megamodel for fundraising this past spring with Product (RED), in which a percentage or specific dollar amount from the sale of (RED) merchandise is donated by participating companies Apple, Armani, Converse, GAP, Motorola and American Express, to the Global Fund to Fight AIDS, Tuberculosis and Malaria. The companies also stand to benefit, according to David M. Szymanski, J.C. Penney chair of retailing studies at Texas A&M, who says philanthropic efforts can bring more traffic to stores and enhance the shopping experience by showing the customers that the company is interested in the same causes they are.
For smaller stores, earmarking a percentage of sales from an in-store promotion or event also offers an opportunity to generate a bit of free advertising. Designating 10% of sales to the local hospital, for example, presents opportunities for inclusion on community calendars, online bulletin boards, local radio spots and print media. Putting together a simple press release to reach these outlets is as easy as following the example and tips at samplepressrelease.info/sampleformat.htm.
To build or expand your list of media organizations, usnpl.com and newslink.org provide quick links to regional newspapers, television and radio stations. Finding the right person to send the release to will require a bit more work. If the newspaper's Web site doesn't include an editorial directory, browse the copy pages for names and email addresses of editors of the local news, community events, arts and entertainment and lifestyle sections. Most media organizations also will allow direct posting of fundraising events to their community calendars.
Save the media contacts list so you can send out a follow-up release and photos reporting the highlights, results and presentation of the proceeds to the organization's leadership. All that publicity will probably result in a heavy dose of contribution solicitations for awhile, so jot down the link to the Better Business Bureau's National Charity Reports Index (give.org/reports/index.asp) where you can view an evaluation of a charity group's tax status and spending patterns. The Urban Institute's National Center for Charitable Statistics (nccsdataweb.urban.org) is also a great resource for information on giving, volunteerism and nonprofit regulations.
Posted by Susan Dickenson on January 18, 2007 | Comments (2)
