With the year winding to a close let’s glance back at the trends that helped define cause marketing in 2018. As companies embraced brand purpose to connect with consumers and employees, we saw brands taking stands, the rise of corporate disaster philanthropy, new employee engagement strategies, the continued growth of #GivingTuesday and traditional cause campaigns still going strong. These trends all made socially responsible efforts a winning proposition for companies, nonprofits, and the community.
We’ve all see the images of devasting floods and the damage left behind by Hurricane Florence. As CSR professionals we can be proud of the rapid response by corporate donors. More than $15 million has been pledged in aid from companies large and small. The amount is expected to rise as more company contributions are reported. Here are 10 companies who are helping with hurricane relief by drawing on their organization’s strengths and responding in an authentic way that reflects their company culture.
Disaster philanthropy is gaining new importance within corporate social responsibility programs as part of a larger strategy rather than a short-term reaction. Companies recognize it is crucial to the economy to help communities rebound quickly from disasters and to directly support those employees affected. Following last year’s series of natural disasters, many companies are evaluating how they can respond more efficiently and effectively in the event of a disaster. Increasingly, companies are defining their specific role in response to disasters based on their expertise, products, people and resources.