Giving Back is Good For Business

by Kim Niemi

Thanksgiving is a couple weeks away, and while retailers and shoppers alike are counting down the days left between now and Christmas, nonprofits are counting down to #GivingTuesday, the new global day of giving, started in 2012 as an antidote to the overblown commercialism of the holiday season – December 2 this year.

#GivingTuesday isn’t just for nonprofits. Businesses can take part as well. But is attempting to gain favor through philanthropy missing the point? 

Maybe 50 or 60 years ago, when the most commercial signs of the impending holidays were the Sears Wish Book and mall Santas. Now, amidst the hubbub of Black Friday and Cyber Monday specials being leaked and teased as the long weekend of shopping looms closer, memes like this are getting likes and shares galore: 

Which seems to be a sign that at least some consumers long for simpler times, and are impressed (and may be loyal) to retailers who give back – starting with employees.

Taking part in #GivingTuesday can help brands gain additional favor with consumers, while also doing good for those in need.

If you’re late to the party, you can still break through the commercial frenzy and make a difference on #GivingTuesday. Here are some tips:

• Become a drop-off venue for Toys for Tots or a local canned food drive, etc. – you’ve got just over two weeks to get the word out, so get busy on your social pages and make something happen
• Choose a cause that means something to you or your employees (take a quick poll and have everyone choose from a top three) and match whatever they raise on #GivingTuesday
• Don’t trend-jack/hashtag-hijack – the #GivingTuesday hashtag is meant to amplify the efforts of global philanthropy on the day; using it to get attention without actually giving is the opposite of good business

Retailers need to survive, and the holidays are a make or break time, but making your messaging (and actions) broader than blatant commercialism is a win for both your brand and the recipients of your generosity. So get out there and give.

Brands, we want to hear from you! How are you going to celebrate #GivingTuesday?