Yes, the title sounds cynical, but it really isn’t meant to be. I was at a meeting this morning with a group that could potentially become our organization’s charity of choice and I left with a really positive feeling. Was it because the organization could provide some amazing media coverage? No. Was it because aligning with the other top-notch brands that support this organization would improve brand awareness by association? Nah. Was it because by partnering with this organization, there’s the potential to unearth endless possibilities and an untapped market? Nope.
Well… let me just go back a step… those things all contributed to the excitement and yes, they are all fantastic reasons to get involved with the cause. Take into consideration that the cause aligns extremely well with our product and service offerings and it’s really a grand slam. But the real reason why I left with a positive feeling is because I genuinely felt like we have an opportunity to make a difference. We can help change the world, one village at a time.
Sure, this type of thinking isn’t always encouraged in corporations. We all know that the growth and profitability often trump everything, but having the chance to make a real difference should also come into play. If you were the CEO of a large corporation, which legacy would you like attributed to your reign: increased profits by 25% and did little for the community in which the company operated, or experience modest economic gains but really entrenched the organization in the community. The funny thing is that many companies have instituted a genuine social responsibility platform and its actually helping them increase their business. Consumers now-a-days are socially conscious and want to associate with brands that care… so long as they are doing it for the right reasons.
To me, the main reason should be the betterment of the world we live in; whether it be locally, regionally, nationally or globally.