By Gerald Sherman
Our schools today are teaching social responsibility by requiring students to do some community service. They are learning early on that it’s the right thing to do!
This time of the year is a good time to remind businesses to share the joy of the season with others by remembering their social responsibility. Businesses have the unique opportunity to practice their social responsibilities while at the same time improving their image and thus their profits. One of the opportunities is working with non-profit organizations.
Partnering/sponsoring with a non-profit is a direct way to serve the community. Non-profits need to get their word out and this is where for-profit businesses/services have the chance to become involved.
This symbiotic relationship can prove to be a benefit for all…the non-profit, the business organization and the public they serve. This association with a non-profit gives the commercial organization the chance to both serve the community and receive positive public opinion. Both smaller and larger non-profits need positive public opinion, media attention and help in conducting events to raise funds. Their survival depends on reaching their target market.
Non-profits like the United Way, Multiple Sclerosis Society, the Red Cross and other large non-profits do employ public relations personnel and advertise but most non-profits try to do PR in house by members or volunteers or relationships with companies that can support their needs. There are always opportunities available to companies who wish to be socially responsible and partner with non-profits.
Naturally, when a commercial enterprise supports a non-profit it should consider some of the following:
- Is it serving the needs of the community?
- Does it align itself with your company’s culture, product or service?
- How active do we want to be? How active do they want the partner to be?
One of the ways of supporting a non-profit is sponsorships of special events. It brings your company’s product to the attention of the audience. It also enables a company to reach the target audience in a specific geographical area.
This partner/sponsorship program combines local advertising, public relations, promotions and philanthropic activity. Many companies find this cost-effective due to fewer expenses involved in marketing the event. The charitable organization does CO-OP advertising with the commercial company and the charity does all the marketing with the participating company’s logo which is identified with the charitable cause in all the advertisements, mailers and brochures.
The company sponsoring a fashion show or band concert is assured of an audience that will relate to their target market. The main thing is for companies to be pro-active in working with charitable causes and to make sure they are compatible with the product/service they are marketing.
Social responsibility for commercial entities is clear; become active in the community and look to help others. It will pay big dividends in knowing you served. After all, being socially responsible is the right thing to do!
Wishing you a wonderful holiday season & a Happy New Year!
Excerpts from the book, Fashion Public Relations Gerald J. Sherman & Sar S. Perlman, Fairchild Books, Division of Conde Nast Publications.
Gerald J. Sherman of Sherman & Perlman LLC, Marketing is a Boca Raton-based, author, marketing consultant and public relations person who has written several books and articles on these subjects, http://www.shermanperlman.com jerry@shermanperlman.com