Vandermeer, Char. “Reasons Why Your Business Can Benefit from a Press Release.” Nashville Digital Marketing Agency, SEO, Web Design & Development , Horton Group, 17 Apr. 2017, - press-release . Wolfe, Lahle. “The Purpose of a Press Release and How to Write One.” The Balance Small Business , The Balance Small Business, . Philanthropy Events written by Webster’s dictionary defines philanthropy as, “an act or gift done or made for humanitarian purposes” (Merriam-Webster). Although it may seem like the main purpose companies give to charity is to better the world around them financially, it is statistically proven that companies do not solely give to give but rather give to receive. The philanthropic philosophy for companies has evolved from giving to do good to giving to do good and to look good while doing so. There are many ways in which companies fulfill this mission including using philanthropy to stay fresh in their consumers’ minds, improving public perception, increasing visibility or advertising for cheap, and increasing employee morale. These reasons to participate in philanthropic work not only help the organization in need but also reflect positively on the company itself. Omnicom Group's Cone Communications conducted a study that shows that 70 percent of millennials will spend money on brands that support causes
they also support. Millennials also represent $2.45 trillion worth of the spending money in the United States, so for companies to not study and understand how much of an impact philanthropy and supporting a cause can benefit them is a huge loss (Richards). Other than the fact that according to the United States Census, 83.1 million millennials reside in the United States today and hold a lot of power when it comes to spending money, there are also multiple other reasons companies should be philanthropic (US Census Bureau). Participating in philanthropy events not only reflects positively on the company but it also allows for the company to advertise indirectly to consumers. Philanthropy is the new marketing and it is a great way to slyly and cheaply get the companies name, product, and promotion to the public. An example of this type of campaign advertising is Disney’s “Give a day. Get a Disney Day.” This campaign pushes people to visit Disney’s website to search for eligible volunteer work, to participate in the volunteer work, and receive a free, one-day pass to Disney World. This successful campaign allows for Disney to give back to communities all over the United States as well as promoting the company. Participating in philanthropy events does more for a company than just promoting good business and helping those in surrounding communities.
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- Fall '16
- Farah Nabilla
- Public Relations, Corporate social responsibility, press releases