[Mannes on Marketing]

Giving Back Is Good Business

Each and every one of us has been approached — in our personal and professional lives — to donate to a cause. The pest control industry has always been generous. Even during turbulent times, our industry publications consistently carry stories on how we give back to the communities we serve.

So how do we turn this inherent generosity into something that helps our business as well as others? How do we decide which "cause" is worthwhile? Can we market the partnerships with a "cause"? Investing in the community is a great way to give back to those who have helped support and grow the business. In the sustainability business model, giving back in this interdependent world is not only the right thing to do, it’s also good business.

There are a lot of reasons why we give. But in a nutshell, choosing a cause we are passionate about not only helps the communities where we live and work, but also can mirror our business’s and industry’s values, beliefs and integrity.

The Top 5 Reasons We Give. What follows are the top five reasons we donate to charitable causes:

1. Personal experience. We may feel an affinity for a cause for various reasons. Many times that reason is health related or because of a personal crisis. We’re all aware of the Susan G. Komen Race for the Cure®. This started with one person’s battle against cancer. Many times we contribute to honor loved ones or because of personal experience.
2. We want to make a difference. Making a difference may be our own grateful spirit we wish to share with society or the impact we can make on our own local community.
3. We want to take a stand on an issue. In this interconnected world, some issues appear so large we often feel powerless. For example, consider the Haitian earthquake (see sidebar on page 97). It’s so big and so far away but we want to help regardless.
4. We are motivated by personal recognition. Some people choose to give because they want something tangible in return. Donating allows them to associate with a select social set that may make good business sense.
5. Giving is simply a good thing to do. Some people just feel good about giving back. It’s that simple. A recent National Institute of Health (NIH) study monitored people’s brains with MRIs while they made decisions to give. Dr. Jorge Moll, the lead researcher on the study, said what they saw "strongly supports the existence of a ’warm glow’ at a biological level." It is strong evidence that doing good can make us feel good.

Determining which cause has the most value to the business and us personally may be one in the same. Many of the causes we support at Arrow Exterminators have to do with improving the quality of life of children, families and communities. This supports our core value of protecting families and their homes while caring for our environment. We also make it a point to be visible and participate in the causes we have chosen.

So how do you choose? Consider what is most important to you and your business. Make a list of the areas that interest you and go from there. Once you’ve determined the focus of your interests, think about the activities of the organization you wish to help. Most organizations engage in a variety of activities such as research, service or advocacy.

Once you’ve focused on your interest, consider how or if you want to partner with the organization and use the relationship in your "cause marketing" efforts. Will this partnership or donation to a cause allow you to leverage your participation to increase your visibility in the community, enhance your company image and possibly even garner some positive media coverage?

While sometimes you may wish to donate and stay anonymous, at other times promoting the value you are giving back with tangible dollars and time can improve your position in the community. You may be seen as a company your community wants to do business with. Again, it just makes good sense.

Look for community partners with a similar agenda whose goals can be better achieved by partnering with your business. Take inventory of the assets that make you an appealing partner in a cause-related venture. There are many types of mutually beneficial relationships you can form with your cause-related partner, including special events and promotions.

In my own personal view, giving back to the communities we serve supports the "sustainability" business model and not only makes us leaders in the communities where we live and work, but like-minded customers and potential customers may become our advocates. As we continue to identify the wide range of stakeholders — from homeowners to businesses, community groups and government agencies — to whom we are accountable, and provide tangible, credible financial and human resources, we will generate and establish good will.

Finally, cause-related marketing will yield mutual benefits. In the long run it will create more profit for our companies and more social, economic and environmental prosperity for society. By giving back to our community we have the possibility of enjoying:

• A positive company reputation
• Employee satisfaction
• Customer good will
• The "value" of being considered a leader in the community as well as the industry

I continue to be proud of the work we do in the pest management industry and overwhelmed by the generosity exhibited each and every day by my colleagues. We touch many in the communities we serve and provide a quality of life far surpassing anywhere else in the world.

The author is chief marketing and strategy officer for Arrow Exterminators, Atlanta, Ga. She can be contacted at cmannes@giemedia.com.

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Pest Management Firms, NPMA Donate to Haitian Earthquake Fund

The National Pest Management Association, as well as pest management firms, have donated resources to relief efforts for victims of the January earthquake in Haiti, which left more than 150,000 people dead and many more homeless and without food or medical supplies. What follows is a roundup of the information submitted to PCT magazine as of press time.

ANDERSON PEST SOLUTIONS, ELMHURST, ILL.

Anderson Pest Solutions donated $2,500 towards relief efforts in Haiti through the American Red Cross and is matching Anderson team member contributions on a dollar-for-dollar basis up to an additional $5,000.

"We’re just trying to do our part to help the Haitian people in the aftermath of this terrible disaster," said Mark O’Hara, president of Anderson. "We think the American Red Cross is an outstanding organization and we’re glad to be able to contribute in this emergency."

For more information about the firm, visit www.andersonpestsolutions.com.

CLARK PEST CONTROL, LODI, CALIF.

Clark Pest Control donated $10,000 to the American Red Cross earmarked for the assistance of victims of the Haitian Earthquake. "Our hearts go out to the survivors and victims of this tragic event," said a message on the company’s blog. "Please find it in your heart to give during these tragic times. Haiti needs us."

Visit the company’s blog at blog.clarkpest.com/blog.

NATIONAL PEST MANAGEMENT ASSOCIATION, FAIRFAX, VA.

The National Pest Management Association responded to the Haitian earthquake on behalf of the pest management industry with a commitment to help. As Haiti’s capital, Port-au-Prince, has been overrun with pests including flies, rodents and mosquitoes in the aftermath of this natural disaster, NPMA contacted the Center of International Development, coordinators of in-kind donations, pledging the industry’s willingness to provide the inspection and treatment necessary to protect public health in the regions most impacted by the earthquake.

Although as of press time NPMA did not yet know the full extent of how the industry’s services will be called upon, the association was preparing for when member efforts can be utilized. "Although we have yet to be selected by the Center of International Development to help, I am hopeful that our members will continue to outreach with their generosity and consider offering their expertise and services to build our arsenal," says Rob Lederer, executive vice president of the NPMA. "We are extremely proud of the way our industry has united to support the humanitarian efforts in Haiti, and we thank you for your generous response."

Members who would like to pledge labor, materials, equipment or monetary donations are asked to contact Missy Henriksen, vice president of public affairs for the NPMA, via e-mail at mhenriksen@pestworld.org.