When firms show up authentically for causes they believe in, goodwill follows, and so do lasting business relationships.
With the gift-giving holidays fresh in mind, I found myself reflecting on that age-old question: Is it better to give or receive? In AEC marketing, it is often taboo to talk about the benefits derived from supporting a charitable event or cause. Of course, the true spirit of working with a charity is to advance its mission and help the community it serves, but that does not mean there are not marketing benefits.
We interrupt this article for an important public service announcement: Supporting charity is a great thing – perhaps the best thing – we can do. Philanthropy and charity are among the most rewarding experiences we as human beings can be a part of. Giving is grand. But it is possible to leverage shared interest in a cause to benefit both personally and professionally.
Pre-game
Leading up to any charitable effort, it is marketing’s responsibility to understand the organization, activity, or cause your firm is supporting. Do the research. Understand the mission and share that information with your firm. This sparks interest throughout the organization and will make people more eager to support the cause.
Once the event team has been selected, discuss and refine your talking points. Much as marketing is responsible for prepping the team for a proposal interview, a client meeting, or speaking engagement, marketing should ensure event attendees are prepared to discuss the meaning and purpose of attendance at charitable events. This shows the firm’s technical staff that the firm is committed to the success of both the event and the charity’s intent.
The proverbial low-hanging public relations fruit of pre-event social media posts, an internal news blast, and an article posted on the firm’s website should be planned and interspersed with the overall content calendar. Be sure to name-drop as much as possible. Sharing is not only caring; it is a winning strategy.
Showtime
During the event don’t just volunteer or attend – be memorable. Get involved in the action, as interaction is the key. Use the event or cause to create an opening to someone who is otherwise difficult to gain access to. Charity creates a common interest, and that interest can produce an uncommon result.
As the event unfolds, snap pictures. Make a short video walking into the venue, talking to the organizer, or featuring an individual you are hoping to make a lasting connection with. We’ve all heard that the enemy of my enemy is my friend. Well, the friend of a cause I support is a friend. Someone who wants to help advance something I am passionate about is an asset and someone I want to meet. Take advantage of that shared moment.
After-party
Once the event has occurred, your work is just beginning. There is the immediate blanket follow-up, which features the standard “thank yous,” “well dones,” and “we appreciate your supports.” This is accomplished indirectly via posts to social media and directly through email. Make sure your social media post has a genuine hook and a strong graphic element to garner scrollers’ attention. End your post with gratitude by tagging the necessary parties – including the charity and participating firms and individuals.
As for the email, be direct, be interesting, and be done. Including a link to a photo bank or to the charity’s donation landing page is an added bonus and a nice touch. Every dollar counts, as they say.
However, the big money is in personal connection, which requires effort. Who did you meet who offers potential future value? Was there a subject matter expert? A possible teaming partner? A potential new hire? A client or owner? A counterpart to supplement your network? Make the phone call and follow up. Send the hand-written thank you card.
Often, following up is where most fall down. We get distracted by the latest priority or pressing emergency, and the moment is lost. Do not fall into that trap. One successful strategy is to put a placeholder on your calendar dedicated to following up before the event even occurs. You wouldn’t blow off a pre-proposal meeting or a budget discussion if it was on your calendar. Make event follow-up a priority – it’s where the biggest wins occur.
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Andy Cushman is vice president of business development and proposals at Urban Engineers, Inc. Connect with him on LinkedIn. |