Ian Portsmouth, editor of PROFITmagazine, recently asked me how SMEs should choose what community issues and organizations they should support.
My response was simple: SMEs should support what is (and appears to be) most genuine and authentic in the minds of their internal and external stakeholders.
Sometimes this is a cause that is particularly relevent to the President and which he/she can speak passionately about. Other times employees choose a cause and organization that is meaningful to them. Another common practice is to align with an issue that’s directly relevant to the communities where the company does business.
While there’s no consistent prescription, the acid test remains the same: will the company’s actions in this area be seen as authentic or as simply a self-serving marketing tactic?
Listen to our conversation in this podcast.