Getting Involved

Are you involved in a good cause? A charity that you feel passionate about? If not, you may be missing an opportunity to help a good cause while spreading awareness of your business. An increasing number of businesses in Southwest Florida have discovered a way to combine the spirit of giving with receiving exposure for their business.

Referred to as Cause Related Marketing (CRM), this type of marketing generates hundreds of millions of dollars nationally every year. According to a 1993 Cone/Coughlin Communications and Roper/Starch Worldwide survey, CRM is "marketing that ties a company and its products to an issue or cause with the goal to improve sales and corporate image while providing benefits to the cause."

The phenomenon supposedly began around 1983, when American Express launched a campaign to help restore the Statue of Liberty. Since then corporate spending on such programs seems to have grown exponentially. According to IEG, a Chicago-based marketing group, charitable spending in 1997 was estimated at $535 million.

In both Collier and Lee Counties, the first quarter of each year is particularly ripe for charity partnering, judging from the plethora of fund-raisers from gala balls to golf and tennis tournaments to fashion shows. Planning for these events, most of which occur during winter season, is in progress right now.

For instance, branches of the American Heart Association in both Lee and Collier Counties hold an annual Heart Ball, which attracts well-heeled business and social leaders of each community. To reach that group, businesses in each area typically opt to sponsor various aspects of the event. Not only do the business decision-makers believe in the work being done by the American Heart Association, but such sponsorship provides them with a platform for reaching a very targeted audience.

Other businesses donate outstanding auction items that clearly create top-of-mind awareness amongst attendees for their generosity and involvement. Many events hold special fund-raising auctions that include catalogs recognizing the donors and putting names in front of a specific audience.

But is CRM as good for charities as it is for businesses? According to the 1991 edition of The Corporate Contributions Handbook, Cynthia D. Giroud of Scott Paper Co. says the corporate criteria for choosing non-profit causes include "high visibility," "non- controversial" and "broad appeal." Clearly care should be taken to select appropriate causes and partners.

Throughout the year, numerous sponsorship and charity partnership opportunities abound. In some cases, the sponsorship opportunities are presented by the organizations they benefit. In other cases, businesses actually help to evolve a specific event. To find out what might be available, it's best to contact the charity of your choice for starters. However, be aware that if others perceive your business's philanthropy as purely self-serving, image-building or profit-making, the resulting impact will likely prove negative. It's best to make a long-term, genuine commitment that you intend to uphold in future events.

Sometimes sponsorships can also provide benefits for employees. For instance, Allen Systems Group agreed to become the Flagship Title Sponsor of the Collier County Fair for several years not only to benefit the community, says Art Allen, but also to benefit Allen employees. Funds raised from the fair go towards improving the fairgrounds to better serve the community. And as part of the sponsorship package, the Allen Systems Group receives 150 free entry passes to the fair. "We want to see our employees out there with the rest of Southwest Florida having fun at the fair," says Allen Systems Group Marketing Manager Ellen Snelling.

What can you expect from being involved with a charitable cause? In the last 10 years, companies have transcended from just writing a check to becoming a more involved partner. What can you expect from being involved with a charitable cause? In the last 10 years, companies have transcended from just writing a check to becoming a more active partner. Such a commitment may entail having employees involved in choosing grant recipients, or volunteering to carry out programs, or delivering advice to assist the charity in becoming more economically successful. A company's business savvy can potentially bring much-appreciated guidance to the charitable organization. Another by-product of corporate involvement for the charity is the additional notoriety that may be brought to the cause. A company's prominence may potentially help bring more media attention and public awareness to the cause and may help encourage others to join in support.

Clearly some of a company's advertising budget can be justly allocated for charitable causes, and such cause-marketing partnerships can deliver long-term benefits both for the company and the community. It's a positive situation for all involved.

Peggy Sealfon, owner of Naples-based advertising agency Sealfon & Associates, has written on a variety of topics for national magazines and newspapers.