Six months ago, I contacted a national corporation about their consideration to develop a corporate strategic philanthropy program. They didn’t have one at all. I was left thinking, imagine the impact this corporation could have in the communities where they have a presence! WOW! It would be great for them and the communities. Let me just say that this corporation is big. It’s okay, they’re huge.
Well, they were kind enough to inform me that they had just hired a PR firm to create one for them. I thought to myself, “What PR company? No, please, no.” But what to do next, just wait and see what they come up with. Just a month ago, I visited the corporations website. There it was, just as I thought it would be. They have a program, but it’s a cause-related marketing program. I was devastated and let me tell you why.
Cause-related marketing programs are based on two things. One is a one-on-one partnership between a business and a charity. The other is product driven/sales promoted. The program works as long as there is no negative publicity about the company or charity and it works as long as the product moves. Simply put, cause-related marketing has a shelf life. While people say that any donation is a good thing, these types of programs are not sustainable. The message is not necessarily one that lasts in time nor does the giving.
On the other hand, strategic philanthropy programs are created by individuals or companies whose roots lie in philanthropy. Philanthropy is a field with its own set of principles, methods, practitioners, and messages. Strategic philanthropy is not based on products or services and is not driven by sales. At its core, it is based on the fundamental principle of committing responsibly to changing lives and the world today and for future generations.
If your business is serious about impact and giving back, you need to be serious about the type of giving program you have and how it works. It must be based on values and be sustainable. Consumers are smart people, just like you and me. Don’t think they are fooled by donations that are essentially marketing driven. If you want marketing, hire a marketing strategist. If you want philanthropy, hire a philanthropy strategist.