Finding Authenticity Through Philanthropic Branding

Finding authenticity through philanthropic branding.

What does this mean? What is authentic philanthropy? And how can we ensure we’re never labelled as unauthentic philanthropists?

Can we say that one brand’s philanthropic work is more authentic, more genuine than another brand's? In my opinion, 100% we can.

I’d hate to discredit any company that has allocated time, energy or resources to a campaign that sheds light upon an underrepresented group. But the fact is consumers can often see right through a facade and are becoming more inclined to call these instances out on social media.

National history months, in particular, are times when brands will reveal the philanthropic campaigns they’ve been working on for months. Philanthropy is never a competition, but with thousands of brilliant minds working tirelessly to prove their brand’s commitment, there is no room for phoney philanthropy. It’s 2023 and audiences aren’t falling for disingenuous marketing schemes.

So how can we find authenticity through philanthropy to truly make an impact? Here are a few tips.

The first might seem simple, but it’s a philanthropy prerequisite: listen before campaigning. The cornerstone of any impactful initiative is the effort made to listen prior to acting. This doesn’t mean reaching out to the group directly, as you don’t want to cause more harm to a community that might feel have expressed their needs for far too long with no changes. You should still include diverse voices in your strategy—but make the effort to learn first. Utilize the abundance of educational resources available to fully comprehend what communities are asking for. Only after understanding should you start strategizing.

Moreover, you’ll want to be thoughtful about your social media strategy. Consumers are quick to get a sour taste in their mouths if a brand is consistently publicizing its philanthropy in a way that screams PR. I’m not saying you can’t showcase the incredible charitable work your brand has done, but try to remember that philanthropy existed before social media. Be proud of your work and publish it, but do so thoughtfully.

My last piece of advice is to stop putting so much sole emphasis on philanthropy when it’s timely. This can come across as inauthentic even if your brand has the truest intentions. I don’t suggest you completely ignore a national month—oftentimes this is when people will listen—but don’t stop your efforts because the month has ended.

Progressive change requires ongoing conversations and it is brands, with their devoted audiences, who have the highest chance of sparking these important conversations.

So listen and educate yourself. Be mindful of how you promote your philanthropy by remembering that there are humans actively suffering because of this topic. And stay strong in your efforts—even when the rest of the world quiets.

Finding authenticity through philanthropic branding requires thoughtfulness. And as Margaret Mead said, “Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it's the only thing that ever has.”

Written by Sydney Vardja, Editor, Marketing News Canada