500 people gather as elected leaders serve Thanksgiving dinner.

500 people gather as elected leaders serve Thanksgiving dinner.

One exciting shift for organizations and businesses is a drive to actively seek ways to give back to their community and make a meaningful impact. Groups are finding causes that line up with their goals and objectives, connecting with them to seek opportunities, and building their brand in the process.

My firm, Targeted Persuasion, helped a national client expand and promote a local Thanksgiving dinner in Asheville, NC. This dinner brought together restaurateurs, elected officials, and a segment of the community that needed to feel fed and valued for a heart-warming evening. In fact, the Mayor, several city council members and county commissioners volunteered to help serve over 500 meals to those in attendance with another 200 meals being packed up and delivered directly to the community. Part of our responsibility was to include the local media. WLOS, Fox Carolina, and the Asheville Citizens-Times all reported on the event, expanding the brand awareness of our client.

Why does this matter?

For many younger employees, giving back is built into their DNA. It’s who they are. It matters to them. Companies have learned that attracting them is not just about allowing these employees to donate time; it’s about actively creating opportunities for employees to give back to their community. A secondary benefit is team building. The team building that’s innate to these opportunities has the ability to positively impact productivity and corporate culture.

Organizations are quickly learning that giving back is one of the best ways to positively affect their brand and increase brand awareness within the community. And if the group needs to maintain solid relationships with elected officials, it’s a win/win for the group and the elected officials. The combination of face-to-face encounters and media coverage, can give your organization the type of exposure that opens new opportunities.

It’s about doing good. And this good can make your employees feel rewarded and valued while earning your organization positive media attention.

So, what good are you doing this holiday season? It’s not too late!