Align the Right Company with the Right Cause


MasterCard’s Project Math community relations/philanthropic program that stressed and promoted the value of math education, worked well because all the components fit together nicely. When picking an issue for your company to promote, make sure it makes sense, says Carrie Trammell, group manager/director for Weber Shandwick. The following are some best practices for you to follow to ensure that the union between company and cause is a fruitful one.

•    Don’t be arbitrary when it comes to charitable giving. “Take an issue that’s really connected to the company business and what they do,” says Trammell.
•    Do upfront research. “If you’re going to develop a signature cause for your company, you don’t want to pick a cause and then figure out you were wrong.”
•    Engage the community. “[This is important] because it will validate the need of what you’re looking to support as well as the connection to your business.”

Contact: Carrie Trammell, ctrammell@webershandwick.com

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