Beyond Crisis: The Importance of Consistent Philanthropy and Community Engagement for Brands

By: Shelly-Ann Wilson Anderson, CEO & Senior partner

In today's socially conscious marketplace, brands—whether personal or corporate—are increasingly expected to do more than offer quality products, services or perfectly curated social media content. Brands are expected to be active, consistent participants in the betterment of society and use their voices and platforms to help drive meaningful change. Philanthropy and community engagement should not be reactive measures employed solely during times of crisis but integral components of a brand's ongoing strategy. Building goodwill as a normal course of business operations helps during times of disruption and reputational threats.

The Pitfall of Reactive Philanthropy

When brands engage in philanthropy only during crises, it often appears as a superficial attempt to mitigate negative publicity rather than a genuine commitment to social responsibility. Such reactive measures can lead to skepticism among consumers and fans, who may question the authenticity of their intentions. As discussed in a Vogue Business article titled What Brands Get Wrong About Philanthropy – And How To Get It Right, philanthropy often fails when used primarily as a marketing tool instead of a genuine effort to benefit society, leading to skepticism among consumers.

Building Trust Through Consistent Giving

Consistent philanthropic efforts demonstrate a brand's genuine commitment to societal well-being. This ongoing engagement fosters trust and loyalty among consumers and fans. A Forbes article titled Why Giving Back Increases Brand Loyalty, highlights that "Philanthropy increases brand loyalty when you practice it genuinely. Giving back increases engagement by sharing a mission and purpose with your customer base".

Staying Grounded: The Role of Community Engagement

Beyond philanthropy, brands must remain grounded in the communities they serve. Authentic community engagement involves understanding and addressing the unique needs and values of these communities. According to Major Digital in an article titled Community Building: Empowering Brands Through The Strength Of Unity, "Community building is not a mere marketing gimmick — it's becoming a key component of a holistic brand strategy. It is a magnet, drawing in consumers who share your brand's values and vision".

The Business Case for Social Responsibility

Engaging consistently in philanthropy and community initiatives is not only ethically sound but also beneficial for business. Brands that align their operations with social good often experience increased customer loyalty and brand advocacy. I shared more insights in a previous blog post here where I made a compelling case for corporate social responsibility. Included are research findings that support how organizations’ advocacy or lack thereof influence consumer behavior.

Conclusion

Incorporating consistent philanthropy and authentic community engagement into a brand's core strategy is essential in today's market. These practices build trust, foster loyalty, and distinguish brands in a crowded marketplace. Brands that understand and act upon this will not only contribute positively to society but also achieve enduring success.

Don’t get overwhelmed trying to figure out how to get started with a strategy and maintaining a community impact agenda that aligns with your brand and values, let us do that! Schedule a consultation today for us to explore opportunities to enhance your brand’s impact.