Getting Smart about Giving Back

More and more companies are subscribing to the idea that giving back isn’t just the right thing to do – it’s good business, too. Corporate giving rose 10.6 percent in 2010, according to a recent report by the Giving USA Foundation.

Some organizations are taking philanthropy a step further, creating charitable campaigns that emphasize brand attributes and align with their business objectives.

While most Pepto-Bismol users are seeking relief from overeating, the brand’s Thanksgiving-themed Facebook campaign invited consumers to help those who don’t have full bellies. For every fan who “liked” a photo of “Modern Family” actor Eric Stonestreet posing with a turkey, the brand donated $1 to Feeding America.

A New York Times article about the effort noted that Pepto-Bismol’s parent company, Procter and Gamble, is no stranger to charitable initiatives capitalizing on product features, such as the Tide “Loads of Hope” and the Duracell “Power Relief” programs.

Meanwhile, the snack company Planters has funded several city park projects that feature elements like peanut-shaped trellises – promoting the iconic brand image while showcasing a commitment to earth-friendliness.

Done well, strategies like these can elevate consumer perceptions – and, of course, benefit deserving causes. Do you know of any other companies that incorporate brand attributes into their social responsibility efforts?

Mary Tindall is a staff writer at Costa DeVault. Pregnancy-induced heartburn is making her seriously consider sipping some Pepto-Bismol.

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Tags: Advertising, Facebook, Marketing, Social Media, Social Responsibility, Strategy

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