Giving to charity is one of the easiest ways for companies to show their caring side and we have guided many clients through this process.
Donating to a worthy cause delivers a simple message although without a few pointers to bear in mind, being charitable can get a little complicated. This is why we’ve compiled a list of dos and don’ts to make sure your humbling donation leads you to the golden gates of PR heaven!
Don’t - Sponsor anyone or everyone! Charities work through a long list of companies and they understand that they’re not to everybody’s taste. However worthwhile the cause, sponsoring an extreme sport if you’re trying to project a responsible image isn’t the wisest of choices.
Don’t - Try to buy forgiveness! Nobody likes those with more money than sense! Learn to recognise the time when you need to say sorry instead. Admittedly this is an extreme example but you don’t want to infuriating people further by chucking money at a problem -http://www.dailymail.co.uk/news/article-1303527/Tony-Blair-announces-cash-book-Royal-British-Legion.html
Don’t - Be vague! Establish exactly how much you’re donating and when by. You don’t want charities to get the wrong end of the stick which could potentially result in a PR crisis!
Do - Pick a relevant charity. This could complement your own marketing, for example David Wilson Homes’ sponsoring Guide Dogs is especially apt due to the striking resemblance to their logo. Picking local charities will also make the story more important to local newspapers.
David Wilson Homes sponsors the Guide Dogs charity
Do - Combine your missions. Pick an organisation whose mission statements resemble your company’s values - you want to build a compatible relationship. A family orientated home builder might look to donate to primary schools, which is very fitting because they are the pillars of local communities.
Do - Give your charity a trial run. Sponsor a small project first and see if you like the way the charity works before embracing bigger campaigns.
Do - Give it the personal touch. A personal connection can make the story stronger. For example founder of Taylan’s Project, Figen Rawlinson, has a strong affiliation with David Wilson Homes as her son used to wave at the company’s diggers passing their house before he sadly passed away.
Taylan's Project, based in Calvert Green, receives a donation from David Wilson Homes
Do - Start from home! Find out if there is a need coming from within your own company. Choosing a cause that your employees care about will get everyone excited and yield better campaign participation.
Raynsway employees take part in 'Wear it pink' day