Giving Tuesday is a worthy response to the craven consumerism of the last few days and serves as a reminder that charity is an essential part of Christmas and other holiday celebrations. But I'm already seeing a disturbing trend.
Today, I am pleased to share that Tom's of Maine has done more than pay simple "lip service" to giving back. For the fourth year, Tom's of Maine has directly engaged with the nonprofit sector in its annual "50 States For Good" contest.
McDonald's spends nearly a billion dollars a year on advertising. They should trade some of the visibility they get from traditional ads for the favorability that cause marketing offers. Those golden arches need a bigger halo.
If you have ever been part of a rousing ceremony to encourage participation in a workplace giving program, stand by -- the traditional way of raising funds on the job for worthy non-profits is about to change if it hasn't already.
To take advantage of the unprecedented opportunities for philanthropy to make a difference in society, we have to encourage people to think more consciously and creatively about: "What's in this for me?"
As corporate social responsibility has become more strategic and aligned with business objectives, companies are directing dollars toward causes that directly impact their businesses, such as health, education and the environment.
While the Eastern Seaboard starts to assess the impact and needs that follow in Sandy's wake, your company might also be thinking about the storm -- such as how you might choose to assist with response efforts.
Everyone points to Newman's Own as proof that "cause products" such as Project 7 gum can be a big success. But that's like believing your organization can have its own national telethon because Jerry Lewis had one.