Companies that integrate their business goals with philanthropic endeavors continue to win loyalty from consumers, according to the latest Cone, Inc. survey. Of those responding to the firm's 1999 "Holiday Trend Tracker," 88 percent said they'd be likely to "consider a company's reputation for charitable donations when purchasing gifts throughout the year."
But consumers aren't the only stakeholders smitten by corporations that support good causes. Socially conscious business practices also help recruit good employees and have begun to influence investor decisions (PRN, Jan. 17). The key is choosing a cause that matches your corporate brand and business model. A peek at some notable ties:
- Johnson & Johnson: Supports healthier kids through K.I.D.S. (Kids in a Drug Free Society).
- U.S. Postal Service: Created the breast cancer stamp, which raises funds for research.
- Liz Claiborne Inc.: Sponsors Women's Work program to prevent relationship abuse.
- Timberland: Formed Youth Service America, which recruits volunteers for 200+ causes.
- AOL: Launched helping.org - an e-philanthropy portal that lists over 620,000 charities
- Minute Maid: Mentors kids in partnership with YMCA.