The Art Of Philanthropy In The Time Of Coronavirus – A Smart Business Move For Ad Agencies
This is an update to my original 2013 blog post – Ad Agencies and the Art of Philanthropy.
I am updating because it is a good time, Coronavirus and all, when people kinda wake up and think a bit more about being philanthropic. This is, of course, good news. However, I think that while giving to the needy or other good causes is a good thing for the world, it is also a smart business strategy. I view giving as a win-win and something, even if clearly a business tool, a great thing to do.
The Art Of Philanthropy and Your Ad Agency
My buddy Russ Stoddard, the main man at Boise’s Oliver Russell agency, woke up one day and asked how he could take his local agency to become global and unignorable. His solution was to rebrand the agency as… We Are A Social Impact Branding Agency. It worked. Oliver Russell went from local to global. Plus, they are also helping numerous good causes while growing the agency. They delivered on the art of philanthropy. A good thing.
Need some more inspiration? Here is a link to Russ’s book: “Rise Up: How to Build a Socially Conscious Business” – a potential blueprint for your agency.
The great majority of advertising agencies have one or more nonprofit clients. It is a wonderfully symbiotic relationship. The nonprofits get high-level creative and the agencies get to feel good, look good to their communities and, most importantly, provide important services to charities.
This charitable work is also good for the agency’s new business program. If done correctly, the nonprofit relationship is strategic. One agency that gets it is Portland’s Grady Britton. You can read about their multi-year program in my article, “An Agency That Does Good” on the Agency Post.
I’ve felt so strongly about the symbiotic aspect of charitable work that I’ve always recommended a strategic approach to my clients. Below is how I’ve represented this concept. If you agree with me, please pass this on to your clients. At a time of reduced government spending, it is important that agencies play a more assertive role in selling the benefits of Strategic Philanthropy.