In response to a rash of apparent arson attacks on predominantly
African-American churches across the South in the past 18 months,
NationsBank Corp. is demonstrating its concern by offering rewards of
up to $50,000 for the arrest and conviction of responsible
individuals.
This type of response to a community or customer issue is not
unusual for corporate America, although the NationsBank move is a
larger donation than typically is made--especially in the case of a
criminal matter.
"As a large national banking company based in the South, we are
deeply troubled by the recent wave of apparent arsons affecting black
churches across the country, especially the South and Southwest," said
Hugh McColl Jr., the bank's chairman.
Showing how quickly some corporations can respond to community or
philanthropic issues, the bank's executives approved the idea within
an hour of the time it was proposed on June 7, according to a report
in The Washington Post.
A news release announcing the commitment went out the next day
over the wires, Jan Boylston, senior vice president, community
relations, told PR NEWS. The company also sent out a broadcast fax to
employees to announce the move, and contacted community organizations,
such as the National Association for the Advancement of Colored People
(NAACP) and the Urban League.
The action was cleared with the Federal Bureau of Investigation
and other law enforcement authorities prior to the announcement, she
said.
The move was taken as a way to demonstrate the bank's commitment
to helping address the crime spree affecting many of the communities
the bank serves, said Boylston.
"It's not really an extension of existing programs, but it
certainly is an outgrowth of an overall direction and commitment to
community support," she said.
Only a few suspects have been held by police in connection with
the more than three dozen churches that have burned down.
Gestures Must Align With Record
For any organization considering a large and high-visibility
gesture of this type, Boylston recommends that they consider whether
the action is consistent with a company's "culture and commitment to
communities." While the reward program is a "departure" from
NationsBank's "ordinary response, in terms of how we demonstrate
commitment, it's a very logical outgrowth," she said. (NationsBank,
704/386-5000)