Last night, I had dinner with my 19-year-old nephew who is a freshman at The Ohio State University. We got into a very interesting discussion about business leadership. When I asked him who he admired, my nephew replied, “Bill Gates is awesome because he gives money away to cure disease and improve education. On the other hand, Steve Jobs makes cool stuff, but he’s not a philanthropist, and that’s just wrong.”
My nephew is one of millions of young Americans who don’t just buy a product or brand; they buy corporate citizenship. These young people are our future -- so pay attention – giving back is good for business.
Today, smart companies and their executives are increasing brand equity and longevity by acting on their conscience. Bottom line, giving back makes your personal brand and your corporate brand relevant to your target audience and that equates to staying power.
When you connect in significant ways with your community, people see you differently; you demonstrate authentic leadership through your service. By rallying for a good cause, you become more successful in life. It’s instant karma.
At my company Big Fish, we have positioned ourselves as experts in creating pro-social initiatives and as a result have worked on Nickelodeon’s, “Big Green Help”, Lifetime’s breast cancer awareness campaign, Comedy Central’s “Comedy RX,” a hospital-based program promoting the healing powers of laughter and more. In addition, we give a portion of our billings to The Aquarium of the Pacific and put that fact on every invoice.
From Avon to McDonald’s to Target, great brands create staying power by championing a cause. They leverage their influence for a greater good, and in turn the company endures in the hearts and minds of its loyal customers. And you can do it, too.
Getting behind a cause is good for business and makes you look like a hero. In fact, research shows that most Americans would rather do business with brands that are responsible and contribute.
When prospective employers or customers see your philanthropic nature, they will trust you more. And so will the people that volunteer alongside you. Who knows? While doing a good deed you could meet a new employer, a possible client or a potential business partner.
Keep in mind, that true advocacy happens at the nexus of integrity and inspiration. Choosing a cause should take into consideration your personal values, beliefs and creative ideas and line-up with your company’s mission and vision. Here are three questions to ask yourself to help you choose a cause that’s right for you:
1) What are you passionate about, e.g., nature, children, art, politics, music…?
2) What talents do you have that could be leveraged to make a difference?
3) Is the cause good for the world and good for our brand?
People often fear that getting involved in a non-profit will be costly, because it will take time away from their core business. The truth is… perceptions about you and your corporation will change for the better as you make change.
In fact, if your business has been going south, or you’ve lost your job or you’ve suffered a set back at work, one sure-fire way to change negative impressions is to do good work—both on the job and out in the world. You’ll cultivate a corporate ‘‘field of dreams.’’
Marketing today is all about serving people. That’s why customers want to know more than what the product or service does for them -- they want to know the story behind the brand. Make yours inspirational.
Robin Fisher Roffer is a leading brand strategist and reinvention specialist. Founder and CEO of Big Fish Marketing, she is the author of Make A Name For Yourself: 8 Steps Every Woman Needs To Create A Personal Brand Strategy For Success, The Fearless Fish Out Of Water: How To Succeed When You’re The Only One Like You and Reinventing Yourself: 10 Steps To Shifting Your Career Into High Gear. Learn more about Robin at: http://bigfishmarketing.com/
