March 9, 2007 | Read Time: 2 minutes
Two prominent blogs are examining the recent coverage of the marketing costs of the Product (RED) campaign and cynicism over the true intention of corporations that sponsor marketing deals to benefit charity.
Roger Craver and Tom Belford at The Agitator and Susan Herr at Philanthromedia have each posted lengthy comments defending the virtues of such marketing deals.
Mr. Craver and Mr. Belford, both long-time consultants to nonprofit groups, say nonprofit leaders should be listening to the masses of consumers who believe that companies can make money and do good.
“Poll after poll confirms that the general public, by sizable margins — and despite all the Enron’s — actually believes that corporations can use their clout and know-how to do good. They see and respect corporations as powerful can-doers. That’s the very reason the public has increasing higher expectations that corporations should play pro-social roles. For most Americans, it’s not ‘us versus them.’ That’s the stance of a diminishing group of liberal activists,” Mr. Craver and Mr. Belford write.
“Sure, corporations can be bad actors. And the wary public appreciates that corporations must be bird-dogged and held accountable. But they are not the enemy.”
Ms. Herr, a consultant to charities who was previously managing director at Community Foundations of America, takes that idea a step further, saying the growth of corporate-charity marketing deals and the attention given to social entrepreneurs has the potential to change our culture.
“The appeal of ‘giving back’ not because you should but because it may be the most energizing thing you ever do, is being streamed into the air we breathe by powerful media engines. Myriad messages now confirm that you don’t have to give up your life of comfort to make the world better,” Ms. Herr writes. “You don’t have to go to the convent or to work at your local nonprofit. Neither donors, nor corporate employees, are immune to this emerging gestalt.”
What do you think? Are marketing efforts like the RED campaign good for philanthropy or not? Click on the comment link just below this posting to discuss your ideas.
