Doing Well By Doing Good
At Fineman PR we have advocated for cause-related programming as a key component of our clients’ communication programs well before “CSR” became the buzz term of today. In the agency’s 25+ year history we have successfully developed and implemented programs ranging from collecting blankets and warm coats for needy (Wraps for Wrapps), to raising dollars for schools (Fostering Education), to feeding the hungry and providing groceries to school children in exchange for their work in academic programming (Food 4 Thought).
Giving back is especially important to today’s consumers, namely millennials, who support brands and make purchasing decisions based on cause-related elements. According to a 2014 study by Web consulting company Instart Logic, at least 70 percent of millennials have purchased a product that supports a cause, and they’re more willing to pay extra for a product if it supports a cause they share.
Tom’s is one brand that has done an excellent job of building a loyal millennial following using a one-for-one-model. Giving back doesn’t have to be as complicated or costly as companies may believe. And the goodwill that is built in doing so is priceless.
In the spirit of Thanksgiving and giving back, it seemed a good time to reflect on the positive impact our agency-generated programs have had on hundreds of thousands of needy individuals in the past few years alone. PR can make a HUGE difference in the lives of others. Below speaks volumes of just how much of a difference.
- Our client’s Food 4 Thought program that we developed from the ground up and brought to Stanislaus and Mercend counties has helped provide more than 3,700 Central Valley elementary students with more than 1.1 million pounds of groceries in exchange for their work in after school academic and extracurricular activities and continues to provide more than 25,000 pounds of groceries each month.
- In partnership with food banks that we forged on our client’s behalf, more than 20,036 turkeys – or roughly 363,648 pounds – have been donated to feed more than 363,648 people.
- Through the 2014 summer Pass the Plate program, which we built from the ground up with seven West Coast food banks, 7,500 people (1,875 families) received 24,000 complete chicken dinners throughout the summer.
Doing good is also ingrained in our agency culture. Several of us serve on boards of non-profits and the company supports our volunteerism in giving back to our communities. We’ve done good and we’ve helped our clients do good, and for that I am extremely proud…and thankful. Happy Thanksgiving.