Never half-ass anything. Whole-ass one thing.
A beautifully crass (yet no less true) phrase that stresses the importance of both being decisive and remaining committed to those decisions.
But it’s a phrase that’s not always followed in the marketing industry. Take Pride Month as an example. Every June, we see companies across the country as well as the globe raise their rainbow flag, send out their 1-3 social media posts and perhaps even make a donation to LGBT charities. And every July, the flags come down and we go back to business as usual. Lather, rinse repeat for Breast Cancer Awareness Month, Black History Month, Earth Day, etc. etc.
This is not to say these contributions aren’t meaningful. I’m sure the charities are very appreciative of those donations, and we’ve seen the backlash (or more accurately, the backlash to the backlash) that can happen when companies who have followed this playbook previously attempt to pull back. But there is a difference between paying the marketing equivalent of lip service and really being an ally to a cause.
In the newest episode of Elasticity’s Stretching Boundaries podcast, Denver Zoo President and CEO Bert Vescolani talked about his organization’s dedication to their conservation efforts:
“You don’t parachute in, do conservation and then fly out. It’s a part of the fabric of the community that you’re in – In a responsible, thoughtful and respectful way.”
When the Denver Zoo makes an effort toward conservation, they know it’s not just for a photo op and a PR headline – these are long campaigns that are part of a greater strategy. And we can learn from their tactics when thinking about our own outreach efforts.
Be True to Your Values
Your organization likely already has some kind of cause near and dear to its heart. The Denver Zoo naturally cares about conservation, as it aligns with the zoo’s goals. I once worked at an agency that took an interest in lupus organizations after a beloved employee was affected by the disease. Find something that makes sense for your company based on who you are or what you do. It will make your efforts toward that something all the more authentic and effective.
Consult the Experts
Whether you’re saving frogs in a lake or celebrating a holiday, it’s important to get educated. In the Denver Zoo’s case, they consulted with both scientists and the local population to learn why a particular species was being put at risk, as well as how the people of the town made their living. Only then could the zoo effectively apply their resources to create the best outcome for all involved.
Similarly, if you want to make a cute post about how your company planted a tree on Arbor Day, consider talking to experts about what kind of tree would be most helpful to the environment, where it would be most beneficial and, crucially, if there’s anything better/more your company could do to make a real impact.
Stay in for the Long Haul
Writing a check gets you in the news for a day, but making a sustained effort helps to shift the conversation about your company. The classic example is TOMS. You might not have worn a pair of their shoes. You may not know a thing about how they’re made from or if they are any good. But you probably know this: TOMS has given millions of free shoes to children in need. It’s part of the fabric of their community and it’s why many have a positive view of the company even without being familiar with their product. And it’s why people are more inclined to give their business to TOMS in the future because they want to be part of that story.
To recap, you can absolutely still pay homage to Dr. King or make a post celebrating Alzheimer’s Awareness Month. Those are good things to do. But know that to really reap the tangible benefits an elevated status among the community can bring, you actually have to make a meaningful contribution to that community. Now go put your whole ass into it!
