July 4th is a holiday that most Americans equate to military appreciation, baseball, hotdogs, flag waving/displaying, parades, fireworks and other general celebrations in honor of our nation’s birth. This is, of course, just one example of a holiday/celebratory time that properties/brands showcase their support of their chosen charities/organizations, and it got me to thinking that the topic might make for an interesting column.
Over the course of the past several years, my team has put together programs with our properties that highlight our company’s designated charities. One might chalk this up to the importance of being good community citizens, or they might call it smart business. I like to think it is both. Having a community presence is important, and it is equally important for a brand’s customers to understand what that means, what it means to them and how they can get involved. These days it seems like everyone is affected by something in their personal life/family, and I get the feeling that as Americans we are more anxious than ever to get involved and show our support of something.
If you already work with your brands/properties on special programming you are likely shaking your head yes, yes, yes. If you don’t, you might be wondering what this means for you as either a brand or property contact. The first question I would ask is if your brand/property has an official charity (or maybe more than one cause they support). If yes, I would guess it is likely have one or more partners that also support that specific or general type of charity (or if they don’t they might be interested in creating something, well, because you are).