I gave my first webinar on Friday to about 200 PR professionals. It was a rather bizarre experience as I talked into the great cybervoid for forty five minutes without any human interaction. If it weren’t for the handful of attendees who proffered their thanks via subsequent emails, the silence would have been downright deafening. Anyway, I bring this up because during my speech entitled “What Recesision? Nine Ways to Cut Through Regardless of the Economy” I take a swing at Diet Coke’s recent “Heart Health Foundation” promotional partnership. Here’s what I said in the section called “Find a Partner”:
Stretch your dollars and enhance your brand by reaching out to non-profits organizations. Non-profits are already feeling the pinch of the slowing economy as their supporters cut back on donations. This happens in every downturn and is really painful for the non-profits who continue to perform an incredible range of socially beneficial services. Mobilize your employees and your customers behind the non-profit you truly believe in and you will be amazed at the good will and good business you will do as a result. The non-profits will be so grateful for your support that they will bend over backwards to ensure you achieve your business goals not just now but for many years to come. It may seem counterintuitive to increase your CSR (corporate social responsibility) now BUT that is exactly why it is worth considering. Your employees will undoubtedly respond with increased loyalty that should also translate into higher productivity.
Of course, as with each of my suggestions, there is a right way and a wrong way. The right way starts by making a sincere commitment like MAC cosmetics and their Viva Glam products which generate thousands of dollars in donations to the MAC Aid Fund. The connection between MAC and Aids is long-standing and sincere. If you plan to partner with a non-profit, think in terms of five and ten year horizons, not a quick hit and run. Consumers have wised up to pretenders and can see an insincere commitment a mile a way.
The wrong way starts with the cry “hey we need a charity” like the one Diet Coke seems to have made with their highly advertising (they bought on the Academy Awards) women’s heart health program. I’m still trying to figure that one out. Okay, let’s see, a lot of women drink Diet Coke and a subset of them may be concerned about their heart health. Hmm. So drink Diet Coke and we’ll donate to the Heart Health Foundation. The link between brand and the non-profit seems tenuous at best and the commitment feels paper thin.
So, here’s the truth–while the Diet Coke connection to Heart Health Foundation feels fake to me, I honestly have no clue if indeed it is. If any of you know better, let me know. Unlike the webinar, blogs are a great way to find/get the truth–you straightened me out about Aveda and can do it again here.