BE a top banana
Does Your Holiday Messaging Meet Your Corporate Social Responsibility Goals?
Choosing a holiday program that supports your Corporate Social Responsibility (CSR) goals is more effective than just supporting a worthy cause. Ask these four questions to determine if your holiday messaging meets your CSR goals:
1. Does your holiday program and messaging fit your Brand?
2. Does it make a real difference?
3. Will the message and program positively impact and enhance your Brand?
4. Does your program accurately reflect your generosity and true philanthropic support?
Let’s evaluate a program and its message recently received in an email from 7-Eleven.
Additional Note/Disclaimer from 7-Eleven: *Consumer purchased product for the food bank donation program sold between 11/6/14 and 12/2/14 will be donated to Feeding America member food banks. Product donations will be delivered to the food banks by the supplier and are not actual products displayed in stores.
1. Does the holiday program and messaging fit the brand?
Yes, the program fits the brand. 7-Eleven is a convenience store that sells staple foods, snacks, MRE (Meals-Ready-to-Eat) and beverages.
2. Does it make a real difference?
Sure, upwards of 2 million bananas and $100,000 seems to make a measurable, short-term, impact.
3. Will the message and program positively impact and enhance the brand?
Yes, it aligns 7-Eleven with a recognized national philanthropic leader that provides food to the needy.
4. Does the program accurately reflect generosity and true philanthropic support?
Not really, the phrase, “Our goal is to donate 2 Million Bananas plus $100,000 in cash—please help us reach it!” doesn’t clearly explain the details of the philanthropic efforts.
On close inspection, 2 million bananas would not cost anywhere near $1 Million wholesale. Even on sale at a local grocery store or big box retailer, the cost doesn’t make sense. One national retailer famously sells bananas for $0.19 each. If we use $0.19, where is the other $0.62 per dollar or $620,000 going to end up?
Also, #4 on the message states that 7-Eleven will deliver the bananas. However, in the details it states that the “supplier” will deliver the bananas.
To gain some clarity, 7-Eleven guest relations was contacted. After being put on-hold for several minutes, the customer service representative stated that no one had heard of the banana program. Still awaiting a reply to an email sent to corporate public relations.
Lack of Transparency: The unclear message wording and delivery discrepancy makes one question the integrity of the program and scratches away trust for the brand.
Questionable Support: 7-Eleven had a net income of approximately $195 million in 2013. A potential $100,000 donation is a negligible contribution as the amount equals about 0.05% of net income. While a nice cause to support, the program seems to benefit 7-Eleven’s image more than substantially supporting Feeding America.
Make sure your holiday message hits your goal of building a brand centric Corporate Social Responsibility program. 7-Eleven tried, but missed the mark with their 2014 holiday program and messaging. Give and give well; message and message clearly. Build trust. If you need help in developing a clear, transparent and visibly valuable CSR program or a brand centric message, contact Community Limelight today.
Be a Top Banana and Donate Directly to Feeding America by following this link. Feeding America can do more with your directly donated dollar than by having you buy a couple of bananas. In fact, the Feeding America website states that for every donation of $1.00, 10 meals can be distributed to people facing hunger.
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