Lose the Soft Touch in 2002

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While it may seem almost crass to place philanthropy in the same block as public relations, savvy businesspeople do it all the time. You can have the best of both worlds. All it takes is a bit of strategy instead of emotional reaction.

Lose the Soft Touch in 2002

by S. E. Slack

You know you've done it. And more than once you've wondered hy. It started with the kid who had his hand out "because the Little League team needs money for uniforms." Before you knew it, you had given him $50 and sent him on his merry way. You felt good about helping the community. And the community . . . well, the community had no clue you ever helped at all.

It's hard to resist the heartfelt pleas that flood your way, specially when so many seem worthwhile. Nobody wants to be labeled an ogre, so you donate your hard-earned money even though you're not sure how the donation actually benefits your business. Many people think of public relations only in terms of the media but philanthropy is one of the best ways to build a strong public image while doing something good for the community and your business. Yet philanthropy that never gets noticed is simply a tax deduction at the end of the year.

While it may seem almost crass to place philanthropy in the same block as public relations, savvy businesspeople do it all the time. You can have the best of both worlds. All it takes is a bit of strategy instead of emotional reaction.

Emotions often become entangled with philanthropy because of all the needs in our society. But ask yourself this crucial question before you whip out the checkbook: Why am I participating in this? Many business owners believe they should donate because "it's my job to help less fortunate members of the community." That's not a business reason! That's an emotional reason. And emotional reasons are better supported by personal donations, not business donations.

Here's a business reason to support a battered women's shelter: "My company sells women's self-help books. If I can help those women get back on their feet, then they will potentially buy my books because they will remember my support during their difficult times."

Business reasoning establishes a clear plan for the philanthropy to come full circle back to your business. In other words, there is a legitimate business-related reason to contribute to this cause. Large corporations often establish an application that charities must fill out in order to be considered for philanthropy. They require these forms because the requests they receive are not only heartwrenching but numerous. The applications help the business determine whether the charity is a good fit for its philanthropic program by determining whether the charity impacts the business's target market and can further its business goals. Any size business can create and benefit from such an application.

While some will try to convince you that philanthropy should be selfless, there is no law that says philanthropy can't be mutually beneficial to both giver and recipient. And this approach doesn't stop you from donating to any organization you'd like, as long as you can find a way for that organization to meet your business needs. If it can, it's eligible for your support. It's that simple. Really.

Here are four tips to help you forge a philanthropic plan.

1. Know your charity. If you don't, you won't be able to determine how it will fit with your public relations strategies. Ask questions if the charity is new to you - don't be afraid to ask for written literature and a copy of the organization's most recent annual report. Talk to the executive director and with other businesses that have contributed to the organization.

2. Never respond to pressure. Don't be pressured into contributing on the spot - remember, all your philanthropy should be strategic. Instant decisions are not likely to be well thought out; instead, they'll stem from emotion rather than business strategy.

3. Always have a business reason. If you can't remotely stretch your giving into a business reason, why is your business participating?

4. Consider giving generously. Once you've determined that an organization fits with your strategy, don't be stingy. Do what you can - offer in-kind donations, sponsor events, etc. - to keep that public relations buzz going about your business.

Lose the soft touch and you'll find that business may improve as a result.

******************************************* - from _A Public Relations Survival Kit_ by S.E. Slack (c) Grendel Press, http://www.grendelpress.com *******************************************

S. E. Slack is the author of _A Public Relations Survival Kit_ available online at http://www.grendelpress.com.

 

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