KQ Article

Stance

Communicating Your Good Deeds

by Martie Woods


Talking about them can seem self-promotional. Not talking leaves your efforts unknown. How should your benevolence be shared with the marketplace?
 
 
Remember the TV ad promoting Oprah’s efforts to build schools for African schoolgirls? If you were like me, the ad left you thinking her work would have been more meaningful if she hadn’t highlighted the fact that she did it. The best acts of generosity are anonymous, right?
 
Oprah’s project is one of countless examples of good deeds promoted to the public. I could name many more. But wait a minute. If these entities didn’t mention their altruistic efforts, how would we know about them?
 
This self-promoter’s paradox is nothing new. In an era where consumers demand a commitment to social responsibility from their service providers, the paradox becomes especially challenging for businesses.
 
If we mention our charitable contributions and green efforts, questions of our sincerity may arise. If we remain silent, we miss a chance to connect with consumers who want to know our higher purposes. We may also miss the opportunity to raise the standard for other businesses.
 
Skepticism and progress
Many companies that chose to talk publicly about their altruism have encountered a chilly reception. When GE first touted its pro-environmental efforts, the New York Times published an article accusing the company of historically opposing environmental regulation. Similar efforts from Starbucks and Toyota were met with equivalent hostility.
 
However, these companies’ benevolent efforts are far more significant today, with results that are even more apparent. Their work has also prompted other businesses to become more socially responsible.
 
Would this progress have been possible if GE, Starbucks and Toyota had kept their efforts to themselves? I’m glad they kept talking. And I think you should do the same. Here are some suggestions for effectively making your goodwill known to the marketplace:
 
• Focus on the goal, not what you’re doing to achieve it. Elevate the discussion beyond your own participation, including what you hope the work will accomplish, and how other businesses are contributing. This sets your efforts into a larger context and shows that your heart is in the right place.
 
• Invite reaction and discussion. Instead of using one-way communication — behavior that hints at selfish instead of selfless intentions — use two-way interaction to keep you from appearing overly controlling.
 
• Do what you say you’re going to do. Consumers are smart and have been trained to be skeptical. If you merely scratch the surface of being “green” and then start bragging, you may be accused of “greenwashing.” If you do the same with a breast cancer initiative, you might be called a ‘pinkwasher.”
 
Examples to follow
Some companies have done an excellent job of talking about their generosity. One example is the wildly successful Nike “Livestrong” campaign. This campaign seems so pure and real, an effortless extension of the existing Nike brand and culture. It strikes the perfect balance of novelty and subtlety. So does The Gap’s “RED” t-shirt campaign, which humbly confines the campaign’s meaning to its website. 
 
These and the other companies that successfully promote their good deeds share another important ingredient: employees who are fully committed. People are the face of every brand, after all, and every initiative begins and ends with how well they apply it to every customer interaction.
 
So when it comes to speaking out or keeping silent about how your heart is in the right place, I recommend that you say it loud — but not too proud. Tactfully conveying your good deeds will benefit both your business and the world at large.
 
© 2010 Martie Woods
Martie Woods
Martie Woods
Related Items
© 2012 Deluxe Enterprise Operations, Inc. All rights reserved.
All trademarks are the property of their respective owners.