Text books will tell you Public Relations is the practice of doing good things and getting credit for it. Sure our mothers always told us we shouldn’t be driven by recognition for the good deeds we do, but this is business. The truth is the strategic use of philanthropy can ultimately help a corporation’s bottom line. It is a real opportunity to garner both community attention and support as corporate philanthropy is one area where a company’s interest and those of the public can intersect. By contributing to local charities, sponsoring an area little league team or hosting a fundraiser for the city’s hospital, you are building a reputation as a community institution.
So what’s the first step towards harnessing the power of philanthropy? You should work with your marketing team to establish a contributions program by doing the following:
- Determine objectives.
- Establish measurable results.
- Assure the budget is sufficient to achieve your objectives.
While press releases and media exposure can result in recognition, these results have a short range of impact. However, corporate philanthropy creates a long-lasting, positive relationship with the community and your customers.
