While most companies give back to their communities through time, money and other resources, many are reluctant to publicize the charitable giving for fear of being perceived as self-serving or immodest.

 

However, your key constituents have a right to know how your company is serving the greater good of the community. As such, it is appropriate to talk about your company’s charitable deeds. Doing so in the right way can help create a favorable impression on shareholders, customers, employees and prospects.

MarshComm Announces Two New Client Partnerships: Appalachian Bancshares & North Atlanta National Bank We are pleased to have begun new communications partnerships with Appalachian Bancshares (APAB), based in Ellijay, Ga., the holding company of Gilmer County Bank, with branches in Ellijay and East Ellijay, and Appalachian Community Bank, with branches in Blue Ridge and Blairsville; and North Atlanta National Bank, based in Alpharetta, Ga., with branches in Alpharetta and Cumming.

Just follow a few simple guidelines:

• Get the word out. Do not assume that charitable acts in and of themselves will generate attention for your company. It is your responsibility to inform the public and your key audiences of what you are doing.

 

• Be selective. Not all charitable actions are worthy of media coverage. Be discerning in your choice of event or contribution you wish to become public. Stick to a common theme or cause, such as education. Otherwise you risk diluting your message, leaving the audience with a weak impression of your good works.

"Themed" giving also allows your company to graciously turn down unrelated requests.

• Focus on the benefits. Make the story about the program or cause, highlighting specific goals, results and the impact on the community. Do not just communicate the fact that you are giving or contributing to a cause. Demonstrate how the contribution directly affects the local community – its neighborhoods, schools, groups, etc.

For example, instead of saying that your company gave X dollars to a local school, discuss the new courses that were made possible, or the ability to serve more students. Talk about your company’s involvement in the context of the benefits it provides.

 

• Make it personal. Highlight your employees who are contributing time and effort. “Big check” or “grip and grin” photos are fine, but a picture of an employee working hands-on with a recipient is much more powerful and will do far more to humanize your company.

 

• Involve the recipient. Make sure a contact person from the recipient organization is available to talk to the media. If you plan to send out a press release, have the recipient issue the release, if possible. This will help to minimize the appearance of your company just patting itself on the back. Also, include quotes (in the release and/or in the photo captions) from the recipient’s top executive or manager that discuss the impact of your giving and the significance for the organization and community.

• Make it visual. Take photos or videotape (called b-roll) of the event. Do not assume that the press will show up at a planned event, even if invited. Give the photos or tape to the media and include captions that detail the people, place, event and significance.

• Keep the news local. Media are attracted to stories with a local angle. If you are giving to a statewide or nationwide organization, discuss the specific impact on the local chapter or community.

• Integrate with other communications. Talking about charitable giving is most effective when part of an integrated communications plan. This allows companies to create positive links between company goals and outcomes in the community, and provides additional outlets for the company to discuss what it does for the community.

For example, you could add a “Community Outreach” page to your Web site and include a Community section in your annual report, among many other integration opportunities.