1. The first step in figuring out which organization is the best to donate to is doing some research. There are numerous websites dedicated to helping people choose which agencies or organizations are the best to donate to for the situation at hand. For instance, the website http://www.charitynavigator.org provides tips for how to donate wisely and provides options of which agencies are good to donate to specifically for the China and Myanmar crises. This website also rates these agencies based on a number of factors including their organizational efficiency and organizational capacity.

After doing the research, I would first see if there are reputable U.S. based non-profit agencies that are seeking contributions. Although having a low expense ratio and good rating is important, another factor to consider is the ability for the contribution to be a tax write-off and the reputation of the agency in the eyes of our customers. My final choices would be the Mercy Corps for the China earthquake crisis and the American Red Cross for the Myanmar crisis. These two companies had the highest ratings for their respective crisis and meet the other considerations I mentioned above.

2. I would partner with my public relations firm to create a good strategy to broadcast my company’s goodness. PR firms are pretty good with this kind of publicity. Surly the campaign would start with a newspaper publication or interview highlighting our company’s focus towards contributing to society and the world, and our commitment to inspiring others to do the same. We could even commit a couple pennies of each dollar of sales towards a certain cause, which after promotion would have customers directly related to the contribution they are making towards society from purchasing our products. This strategy has worked well for Starbucks with their Ethos Water and I’m sure it would work well for other companies.

Thanks for the check in.

-Don’t approach any topic that is considered controversial for your company/industry. Head another direction.

For example, if you are an oil company do not do anything for the environment. It will backfire. An oil company would not want to go in and save the Pandas, waterways, or forests. Do something for safe driving- still related to oil (fuel) but won’t create criticism.

- Donate to causes related to your product line and it will become associated with your product line.

For example, many companies have become so affiliated with charities there is a one to one association. Avon became linked with breast cancer research. This was a good move considering most of their customers were woman at risk for breast cancer. At many breast cancer fund raisers Avon’s name was front and center.

-To get on the news maybe the companies could ask their customers to help the “victims of China.” by ……….

What promotions would you suggest here to get some good press? Any ideas? Going to the company website? Coupon?

As far as marketing, I would set up a program where my company would match all outside donations from the community. I would run commercials in the community or nationally depending on the size of my firm and ads in various media outlets. This shows the public that my company is reaching out to those in need without “tooting my own horn.” It is a call for the community to come together and donate what they can with the financial backing of my generous firm.

I would market my generosity by making a documentary of all the grateful recipients. I’d show them smiling and saying, “Thank you,” and using the materials I donated. Then I would put this video on u-tube and our company website, and also give a copy to the local news station and ask them to interview me about my generosity.

Look forward to reading the paper.

http://papers.ssrn.com/sol3/papers.cfm?abstract_id=816425

Social responsibility is about so much more than letting your customers know how kind your firm is. It’s also about letting your investors know how kind your firm is.