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Last week, Richard Binhammer from DELL twittered me about the launch of Regeneration. Once at the site, the first thing I saw was a box inviting me to leave my idea in answer to "What Does Green Mean to You?" I love being asked my opinion, so right away, Regeneration won me over, and I blogged about it. Within the first 24 hours the post received more than 500 unique page views.
Not bad for Dell, and an example of how much interest exists when businesses do good.
If you read my work, you likely know that I believe every person and every business and institution should make an effort to put people ahead of all else and contribute to making the planet a better place to live and work. DELL's new interactive blog is dedicated to The Regeneration, which is a global movement made up of "people committed to sustaining the world's natural environment."
Sean Donahue, DELL's resident green guru, offered these insights into what visitors to the site can expect:
The most innovative and inspiring ideas our customers, suppliers and partners are putting into practice every day. Trends, interviews, thoughts and ideas, from Dell employees and outside partners and customers around the world. And the latest tips, tools, screensavers and links in a portable (and downloadable) "green" backpack. Donahue encourages companies and individuals alike to think about changing things for the better.
Another example of doing good is a story from Yoplait, which raised more than $1.2 million for breast cancer awareness several years ago by having customers send in their Yoplait yogurt lids. For every lid mailed in, Yoplait donated 10 cents for breast cancer awareness. During that promotion, Yoplait reaped 12 million in sales. That ain’t just yogurt; that’s real revenue.
Those numbers represent Yoplait’s external efforts, but there usually is an internal return on investment as well. Today’s graduates are looking for more than money in a job, and are willing to trade income to work for a company that is socially responsible and ethically minded. Employees of those companies are 25 percent more loyal than those working at companies who are not. This results in real cost savings: Loyalty reduces turnover and it raises earnings, as loyal employees as a rule are more productive.
Small businesses benefit as well as large companies. The owner a small marketing firm in Connecticut supports professional women’s organizations by giving of her time and offering small college scholarships. The positive public relations and word of mouth those cause-related efforts generate bring new clients. But this is not the primary reasons she gives back. She does it because it is the right thing to do. I know from experience that she would do these things whether or not she benefited financially, which makes her business authentically based in values. And many business people share that philosophy of genuinely wanting to give back.
Research and anecdotal evidence tells us time and time again that cause-related marketing, social responsibility and ethics-driven business practices bring a good return on investment. And the more you share your commitment to the community and the planet using marketing, the greater your return on your good deeds.
Author's Note: The DELL example was first posted at bizsolutionsplus. The Yoplait story is excerpted from Lead With Your Heart.
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Comments
Lewis, thank you for sharing this post. I like the Dell site but sure hope they are eating their own "Green" cooking. I would think they'd have to be to be bold enough to launch and/or sponsor this site.
Posted by: Paul Barsch | 01.14.08
Paul,
You raise a great point. I, too, hope they are walking the talk in their own house. Either way, however, the launch of this site remains a good thing sure to produce positive results.
Posted by: Lewis Green | 01.14.08
Lewis,
Paul is right in his observation. There is a lot of greenwashing going on as every company tries to jump on this bandwagon. For the companies that truly "walk the walk", there are great benefits, as you pointed out. Bottom line, though, I like this quote the best:
"She does it because it is the right thing to do." In my past posts concerning sustainability, I've said the same thing. Company principals need to remember that they are part of the larger communities where they do business. Giving back is a very important way to become fully integrated into community. Thanks for an excellent post, Lewis.
Posted by: Ted Mininni | 01.14.08
Lewis,
Excellent post. As a former natural products industry marketer, I am proud to say that I interfaced with many companies that adopted cause marketing from their inception. They were green long before it was au courant to be green. Many supported environmental and humanitarian causes locally and globally.
Speaking of yogurt, Stonyfield Farm is the leader when it comes to green initiatives and has been from the very beginning. Check out their web site at www.stonyfieldfarm.com and you'll see what I mean. I've long admired the company and it's M.O. A great article titled: "Green Spot: Stonyfield Farm: A Culture of Leadership", appeared in last week's issue of Industry Week. http://www.industryweek.com/ReadArticle.aspx?ArticleID=15585. It's an excellent article and a great read.
Posted by: Claire Ratushny | 01.14.08
Ted,
In "Lead With Your Heart", I repeatedly call for doing good because it is the right thing to do. But for those who need more motitivation, I also write about the profitability of doing good.
Claire,
Thank you for sharing Stonyfield with us.
Posted by: Lewis Green | 01.14.08
Lewis -
From the comments posted there's much cynicism but I truly think that many business people are interested in doing the right thing for the right reasons. I'm hearing more and more from executives about how they want to give back. It looks to me to be coming from their hearts and not just because it looks good or has PR advantage and will positively affect the bottom line.
Posted by: Courtney Benson | 01.14.08
Courtney,
I agree: Most leaders want to do good. My position is that businesses can do good and benefit their bottom line by doing good, and that's not a bad thing.
Posted by: Lewis Green | 01.15.08
Though we do offer a non-profit discount, we have recently discussed taking on a cause or two with greater focus Does anyone have any ideas or resources out there for businesses interested in doing this?
We are talking about things like donating time, money, and our services. We are not sure exactly what the form this effort will take yet.
Posted by: Neil Anuskiewicz | 01.15.08
Great discussion, Lewis. I particularly appreciate this having come from inside the nonprofit sector and now consulting for nonprofit orgs.
Neil, here's a suggestion. If you'd like to take on a pro bono client for a fixed period of time, contact your local AFP chapter (Association of Fundraising Professionals) www.afpnet.org and ask how you can communicate directly with their members. Perhaps those organizations that are interested can apply and you'll have a host of choices and missions.
Posted by: Elaine Fogel | 01.16.08
Elaine, that is an excellent idea. Thanks.
Posted by: Neil Anuskiewicz | 01.17.08
It looks like Google is implementing a massive philanthropy effort:
http://google.org/
Apparently, they have a couple billion set aside for this.
Posted by: Neil Anuskiewicz | 01.18.08
Has everyone seen this?
http://www.facebook.com/pages/Graffiti-ReGeneration-Contest---What-does-green-mean-to-you/8831548311
An excellent expression of what green means and kudos to Dell for partnering with a platform like Graffiti to allow people to express their feelings.
Lewis-- Would love your feedback.
James
Posted by: James Gross | 01.18.08
Just had a look at it - a great use of Web 2.0 and it also allows Dell to tap into the building online community of young people. The real test will be sustaining and building the community beyond the prize win.
I really enjoyed the post - it is good to see large companies such as Dell and Yoplait trying to do the "right thing". In particular I admire the smaller companies, who do not have access to large sums and money and resources, who contribute.
Check out what Patagonia has done with showing the footprint of some of their products - what a fabulous initiative!
http://www.patagonia.com/usa/footprint
Posted by: Soul Economy | 01.19.08