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Number
82: January 5, 2005
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This week in Katydid:
A
Wave of Charity
Cry,
'havoc,' and let slip the press releases of generosity. Perform a
search for the word 'tsunami' on PR
Newswire and you'll find hundreds of press releases from companies
that want to get the word out about how they are helping with the relief
effort. I can't imagine a harder press release to write.
You see, in the world of PR, the recent devastation in the coastal
areas of South Asia caused by a massive tidal wave is not a problem;
it's an opportunity. The difficulty is that even with the best of
intentions you risk appearing as if you are capitalizing on the
situation. That is, "Look at how generous and caring Our Big
Company is!"
On the other hand, donate quietly and you risk looking like a
deadbeat – the one house on the block without a flag in front.
Remember as you write your press release that your organization's
charity will seem more sincere if you've established a record. If you're
working with a charity, keep the focus on them. Be as generous in your
co-branding as you are with your donations. Be content to shine the
brighter light on their good work and let others see you in the
reflected light. Then, once you establish that relationship, don't let
go.
America doesn't wear its heart on its sleeve; it
wears colored ribbons on its chest, cars, trees, and windowpanes.
Many donate not much more than the cost of the magnet or bumper sticker;
yet, many others more than match their generosity of spirit with
financial generosity.
We're a bit slow to stir, however. What strikes me about all the
press releases and the news reporting is that so many people are asking
how to give. That means, we don't really know how to give.
My impression is that when we give, we give locally to our religious
institutions, political parties, or charities. We also give impulsively
in response to requests at the grocery counter, or the seasonal
appearance of the Salvation Army bell ringers. We hate to give cash
because we want to know where the money goes.
You may have a different impression, but I see America as having lost
the habit of charity. This is not to say we lack generosity, but like
the child who does their chores, it means more when you don't have to
ask.
All the representatives of charities that I've seen interviewed have
expressed the same concern. They are not worried about having enough to
take care of the victims of this disaster; they are worried about what
will happen when the world loses interest.
Faced with so many options, we risk doing nothing. Worse, charlatans
will move in to take advantage of our good will. This is a good
opportunity for charities to let the world know what they do and this is
a good time for us to
investigate and discover a charity to be generous with throughout
the year. Like any organization, charities long for consistent,
recurring revenue.
This newsletter goes out all around the world. I hope it finds all of
you well. If you have the means, please be as generous next month as
this. And if you have need, know that others are doing everything they
can to help. (You don't have to wait for the press release.)
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Kind regards,
Kevin Troy Darling
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