Earned Media, Relationship Building
Published By:

Whether you’ve just launched your company or have been in business for several years, corporate giving is not only the “right” thing to do, but it will help grow your business as well. Incorporating a philanthropic event into your marketing plan will give your team and clients something to get excited about.

As reported by MiBiz, the third most important attribute millennials look for in a new job is an organization’s corporate social responsibility (CSR).

Moreover, Cone Communications/Ebiquity Global CSR study showed that 90 percent of consumers worldwide are more likely to switch to a company that supports a cause or charity. The study also indicates that those surveyed are increasingly looking at social media to learn about a company’s social involvement.

Thinking about getting started with a CSR initiative or looking to revive an existing one? Keep reading.

Get Creative and Switch It Up

Does your company play in the same golf scramble every year? Not that golf scrambles are bad, but there are many other creative ways to show that your company gives back. Instead of writing a check or sponsoring a “longest drive,” consider having a volunteer day. That way, more people in your office can get involved, and you can engage departments in friendly competition to see who can raise the most money.

Our organization, DNK Presents, decided to host a contest where four women will win a complimentary local adventure trip, customized and led by us. Since we had little experience with hosting a contest, we first did basic market research in our geographical area. After our analysis (and many meetings with trusted groups that had completed similar events) we decided to make our contest part of our marketing plan, in effort to grow our business.



Tactics for Marketing CSR Activities

We decided it wasn’t enough to do a contest for women. We knew we’d also have to document the experience and that it would take more than still photos to capture the essence of what we were trying to accomplish with this giveaway.

So, we conceived a documentary film that will capture everything leading up to, during, and after the adventure weekend featuring the contest winners. We plan to submit the documentary to several film festivals, but we also are using the film for other events, conferences and speaking engagements.

Documenting your philanthropic event or giveaway using photos, videos, blog posts and other media is an excellent way to build your reach. Add the photos to your homepage or blog, so people visiting your website will see it immediately. Share those same images on social media, and let followers know more photos and information can be found on your website. Publishing the video on YouTube and embedding the video on your website will also create more engagement and drive traffic to your website. The content repurposing opportunities are endless!

Since video editing isn’t our forte, we decided to outsource the production to a local company. Assuming you’ll need to do the same, make sure you’ve clearly articulated the message you would like to send with the final product. Also clearly communicate what the video will primarily be used for (e.g., obtaining new clients, engaging with current customers, reaching new markets).

Create A Buzz With a Mix of Earned and Owned Media

Work closely with the charity or cause of your choice to determine how to co-market with them. Combining their reach with yours will effectively double both of your audiences. Generate a buzz about your event or volunteer day by interviewing your employees and the charity or winners, taking photos of money being raised, creating a hashtag specifically for the event, and tagging the other charities or organizations involved on social media.

Submit your news release to local radio and TV stations. Document all actions leading up to (and day of) the event. Make sure to do a follow-up with the charity, your employees and other stakeholders to keep the marketing efforts flowing with photos, video, and content for your blog, website and social media.

Analyze Results

Did you reach your goal? How much business was generated from the event? How can you do it better next time? Send a survey to employees, customers and any others involved in the event and seek feedback.
Whether your company decides to volunteer, hold a fundraising event or put on a contest, the key is to properly and effectively integrate your CSR efforts into your marketing plan. Yes, you will see positive feedback and recognition from the charity and employees involved. But, perhaps more importantly, it will also promote a positive company culture, leading customers and potential clients to be more devoted to your organization and be that much more inclined to use your services or products.


revcontent-98%-of-sites-get-denied-are-you-in-the-2% revcontent-98%-of-sites-get-denied-are-you-in-the-2%

Sponsored Resources

Want more resources

View all Resources

Most Read


Our publication contributors combine decades of experience with unique insights into the content promotion and distribution industry.
Chad Pollitt Partner, VP of Audience Native Advertising Institute
Pam Didner Global Content Marketing Strategist & Author
Chirag Ahuja Head of Marketing WorkflowMax
Jayson DeMers Founder & CEO AudienceBloom
Erik Deckers Professional Writer Pro Blog Service
Bernie Borges CEO Find and Convert
Jessica Stephenson VP Marketing ExactHire
Michael Ferrari Marketing Consultant Pen Cap Online Marketing
Larry Alton Freelance Writer and Editor
David Tile Founder & Director Nimble Media
Jay Baer Marketing Strategist, Speaker and Author
Kelsey Libert Marketing VP & Partner Frac.tl
Dan Steiner Co-Founder & CEO Elite Legal Marketing
Joydeep Bhattacharya Relevance Contributor SEOsandwitch.com
Jonah Bliss Founder CMO ContentIntent
Andrea Lehr Promotions Supervisor Fractl
Fernando Labastida Co-Founder Content Propulsion
Dan Moyle Creative Dir. Marketing AmeriFirst
Dennis Yu Chief Technology Officer BlitzMetrics
Arnaud Roy VP Marketing Augure
John Rugh Copywriter/Content Marketing Specialist
Gini Dietrich CEO Arment Dietrich
Justin Spicer Content Researcher, Producer & Editor
Michael Becker Marketing Support Spec. Teradata
Anna Johansson Freelance Writer
Amanda DiSilvestro Content Editor and Writer HigherVisibility
Sujay Maheshwari Founder & CEO Netcurate.com
Kelly Coulter Online Marketing Strategist
Taylor Radey Senior Consultant PR 20/20
Rodger Johnson Public Relations Leader & Consultant
Simon Penson Founder & Managing Dir. Zazzle Media
Danielle Wolter Nolan Co-Owner
Jason Falls Social Media & Public Relations Thought Leader
Joe Beccalori CEO Interact Marketing
Fernando Cuscuela Founder & CEO Everypost
Kelly Smith Content Manager CourseFinder
John McTigue EVP Kuno Creative
Yogita Arora Content Strategist Zoomph
Jordan Teicher Associate Editor Contently
Jonathan Crowl Digital Marketing Writer & Editor
Brian Honigman Marketing Consultant, Writer & Professional Speaker Skyword
Katherine Halek Content Strategist Signazon.com
Amanda Drinker Dooley Community Product Marketing Manager Netline
Anton Rius Digital Marketing Consultant More Than Metrics
Matthew Zajechowski Outreach Manager Digital Third Coast
Kevin Bailey Co-founder DigitalRelevance
Peter Chen Digital Marketing Consultant DigitalRelevance
Luana Spinetti Multi-Specialized Freelancer
Kyle Harper Writer Skyword
Elad Natanson Founder appnext
Maël Roth Content & Inbound Marketer Park7
Quin Woodward Pu Marketing Director Audienti
Greg Shuey Co-Founder Stryde
Douglas Karr Founder & CEO MarTech.zone & DK New Media
Jean Bansemer CEO My Web Writers
Owen Andrew Journalist
Luke Kintigh Global Content & Media Strategist Intel
Dan Fahrner Director of Marketing Services SmallBox
Asaf Rothem Marketing VP & Partner BrightInfo
Jonha Richman User Acquisition Manager

In case you missed

Read more of the latest news and insights from thought leaders in content promotion and distribution.


Get the latest content promotion news and insights everyday.

Champion Sponsor

Relevance is proud to present our Champion Sponsor that helps make our site possible.

Cision Logo

© 2017 Relevance | Content Promotion News & Insights

Connect with RELEVANCE

Thank you for subscribing Your subscription has been confirmed.