By Kate Olsen
Many companies are hesitant to communicate about their CSR and philanthropic initiatives, except through press releases and annual reports, for fear of looking like braggarts.
Telling your company’s impact story is a vital component of your overall CSR program – as long as the impetus is not for self-aggrandizement. You deserve to earn a halo effect for your brand and improve public perception about your company if you are a good corporate citizen, but those are not the motivating factors for sharing disaster response news.
Telling your story across both formal and informal channels accomplishes three important goals:
1) Focuses attention on the need and call to action;
2) Personalizes your corporate commitment to the cause;
3) Reports back to your community on impact and how donations will be used by your nonprofit partners.
When companies authentically discuss their disaster response efforts, they highlight the contributions of nonprofit partners, employees and customers and ensure more transparency in the disaster giving process.
As mentioned in Step # 4 of the How to Help eGuide, it’s vital to communicate with your stakeholders where they are. These stakeholders are online and looking for more information on your company’s CSR work. According to Cone, Inc., 90% of Americans want companies to tell them how they support causes – and they aren’t looking for a press release!
You can also let others champion your CSR work. Allow employees to contribute personal accounts of their volunteer work with a disaster relief organization to the corporate blog. Encourage customers to share their impact stories on your Facebook page. Invite your nonprofit partner to write a joint case study on your partnership to present at a conference or post to your blog.
Learn all 5 Steps! Download our FREE eGuide: How to Help: 5 Steps to Effective Corporate Disaster Giving Campaigns.
Image credit: Andy Prokh via Pinterest