Go put this in your CEO's suggestion box: let's raise millions of dollars and donate 607,500 hours (that's 25,000-plus days) to a worthy cause. Give him the line about caring, about community, about good PR.
Think it will fly?
At AFC Enterprises, Inc. in Atlanta, it did. And while the concept didn't evolve exactly the way we presented it, donating thousands of hours in an ongoing charitable campaign was exactly what AFC did to help rebuild its struggling business.
Executives turned to community relations as part of the corporation's reinvention five years ago under the direction of a new CEO, Frank Belatti.
By its own admission, AFC (owner of Churchs Chicken and Popeyes Chicken & Biscuits) wanted to mend relationships with irritated franchisees, frustrated suppliers and unhappy employees. The malcontents were the result of management, marketing and operational problems.
As Belatti sought ways to re-engineer the company, its principals searched for innovative ways to revive its reputation. Community relations was seen as a kind of mortar while the company got its image house in order.
Looking for an organization with which AFC could partner, extensive research led the company to Habitat for Humanity. Belatti even met with former President Jimmy Carter (one of the high-profile players behind the nonprofit) to make sure it was a fit. Belatti wanted to ensure the community relations program would meet the company's objectives to:
- Find a synergistic cause embraced by employees, franchisees and suppliers while building a presence and voice in the community;
- Support a local program but still gain worldwide visibility;
- Anchor its brands to events/projects; and
- Work on a social issue - in this case, substandard housing, a cause that has mass appeal and helped position the company as altruistic.
The program continues to be a core focus for the company's philanthropic face. For example, AFC will build 100 homes in ravaged Honduras when it gets the go-ahead and this August, will build its 20th home in Atlanta where it's headquartered. "It was a tremendous personal as well as professional experience - corporate officers worked right alongside crew people from the restaurants," says Ellen Hartman, chief communications officer.
Building On Many Levels
AFC knew it wouldn't be enough to just give employees a day off from work and hope they would show up to build homes.
Its goals were lofty: the company wanted buy-in so its efforts could span several years. With $100,000 devoted annually to marketing and $25,000 to PR, the company knew it had to use multiple information vehicles to affect change.
So it attached to its vision the words "Dream Builders" and produced related materials to spur its efforts. And victory came: volunteers built 204 Habitat homes over the course of five years and raised or donated $7 million.
So how did AFC inspire its volunteers?
Part of the answer was cementing cause-related projects that made public its philanthropic values. The company used a range of venues, from one-on-one meetings with employees to trade show booths to spread the word about its commitment.
But it also used its restaurants as a campaign nucleus. For instance, "Parade of Pennies" solicited donations from customers who frequented Churchs Chicken. In another push, Popeyes held cookie sales.
Promotional materials and kits were loaded with the kind of verbiage that delivered a one-two image punch. Here's an example of the language used to help with its turnabout:
"The success of any person or company directly relates to the commitment they make to the community they are a part of," AFC printed on handouts. "The success of Popeyes is deeply rooted in the neighborhoods, the cities and the towns we call home."
In the end, however, it was numbers, not words, that highlighted AFC's achievements:
- Surpassing its goals, the 204 homes AFC built were erected in 12 countries, 18 states and the District of Columbia, including 42 cities;
- The company achieved 80 percent participation from franchise partners and 87 percent from employees, according to follow-up internal surveys;
- Total print impressions were more than 79 million;
- AFC received regional recognition: one pastor asked his congregation, "Who would even think of eating at Kentucky Fried Chicken after they've seen how big AFC's heart is?"; and
- It strengthened the company's relationships with its suppliers, including Keebler, Pillsbury and Dixie Foods - a result that has long-term value.
(AFC, 770/353-3152)
AFC Enterprises
Number of employees: 13,000
Founded: 1992
Annual sales: $1.8 billion for 1998