>>THE BENEFITS OF BEING CHARITABLE - Mike Harfleet, Managing Director, Siro UK
Today, July 2, billions of people across Europe and America will come together to create the largest political constituency ever mobilised, to call for justice for Africa and the world’s poor. Led by Bob Geldof, musicians around the world will join forces and perform at simultaneous Live 8 concerts intended to focus attention on the critical decisions to be made by G8 leaders when they meet in Scotland from July 6-8.
Essentially, we’re witnessing what we already know to be true: combined forces achieve bigger results. Celebrities working alongside Geldof to “make poverty history” are to be commended for pulling together to generate widespread awareness.
But while these high-profile one-offs can deliver phenomenal results, what happens when they’re over?
Charities need continued support to be sustained. The grocery industry may not possess the glamour of a rock star, but it can harness its clout and access to the consumer to great effect in fund-raising terms.
Certainly there are already strong links between the grocery and charity sectors. Many retailers have nominated charities to which they donate regularly. Similarly, a number of brands also make serious commitments to aid organisations. Those that immediately spring to mind tend to be rather like the celebrities supporting Live 8 - big brands that align with a high-profile one-off or annual event.
This support is to be strongly applauded and should continue well into the future. But running parallel to this is the growing number of smaller brands that make commitments to charities based on year-in, year-out support. They, however, do not have access to the resources required to bring their fund-raising efforts to a higher level and communicate their partnerships to a bigger audience. Nevertheless, what these brands are achieving is having a vital impact on a number of worthwhile causes.
The Royal British Legion is just one charity that has formed successful alliances with smaller grocery brands to great effect. When we started importing Anzac Biscuits to the UK under guidance from the brand owners, who have a charitable relationship with The Returned & Services League in Australia, a partnership with the Royal British Legion was immediately set up. The connection between Anzac Biscuits and the armed forces dates back to the First World War; the
biscuits were sent as a morale-booster to those fighting in Gallipoli. So the company behind the brand considers that its corporate responsibility lies firmly with providing support to this particular community.
Our ongoing commitment is to donate 4% of year-round sales to the charity. Similarly, other brands supporting the Legion include Thwaites, which donates 10p per bottle sold of Liberation Ale, and French Connection, which regularly donates from every bottle of wine sold.
Our combined efforts have led to a donation of almost £100k, a valuable contribution to a charity which spends around £50 million a year providing welfare support to millions of soldiers who are currently serving, as well as supporting ex-servicemen and women and their families.
The major retailers that have supported these initiatives are to be applauded. Of course, the products must make commercial sense and be supported by the consumer, but in our experience the willingness of the trade to grease the wheel has helped us punch more than our weight.
More funds could be raised if brands such as these were to receive wider support from the gatekeepers to the consumer: the retailers. At a time when our industry is being attacked on issues ranging from advertising to children and the salt content of food, shouldn’t we recognise the opportunity to position ourselves more positively?
The willingness of the British public to help those less fortunate has been proved time and again by events such as Comic Relief and Children in Need. What we as an industry have the chance to do is provide an opportunity for the consumer to donate, simply by choosing a particular product.
We may not have the musical talent, but we have a lot to offer the charity sector and the power to deliver enormous support.
Today, July 2, billions of people across Europe and America will come together to create the largest political constituency ever mobilised, to call for justice for Africa and the world’s poor. Led by Bob Geldof, musicians around the world will join forces and perform at simultaneous Live 8 concerts intended to focus attention on the critical decisions to be made by G8 leaders when they meet in Scotland from July 6-8.
Essentially, we’re witnessing what we already know to be true: combined forces achieve bigger results. Celebrities working alongside Geldof to “make poverty history” are to be commended for pulling together to generate widespread awareness.
But while these high-profile one-offs can deliver phenomenal results, what happens when they’re over?
Charities need continued support to be sustained. The grocery industry may not possess the glamour of a rock star, but it can harness its clout and access to the consumer to great effect in fund-raising terms.
Certainly there are already strong links between the grocery and charity sectors. Many retailers have nominated charities to which they donate regularly. Similarly, a number of brands also make serious commitments to aid organisations. Those that immediately spring to mind tend to be rather like the celebrities supporting Live 8 - big brands that align with a high-profile one-off or annual event.
This support is to be strongly applauded and should continue well into the future. But running parallel to this is the growing number of smaller brands that make commitments to charities based on year-in, year-out support. They, however, do not have access to the resources required to bring their fund-raising efforts to a higher level and communicate their partnerships to a bigger audience. Nevertheless, what these brands are achieving is having a vital impact on a number of worthwhile causes.
The Royal British Legion is just one charity that has formed successful alliances with smaller grocery brands to great effect. When we started importing Anzac Biscuits to the UK under guidance from the brand owners, who have a charitable relationship with The Returned & Services League in Australia, a partnership with the Royal British Legion was immediately set up. The connection between Anzac Biscuits and the armed forces dates back to the First World War; the
biscuits were sent as a morale-booster to those fighting in Gallipoli. So the company behind the brand considers that its corporate responsibility lies firmly with providing support to this particular community.
Our ongoing commitment is to donate 4% of year-round sales to the charity. Similarly, other brands supporting the Legion include Thwaites, which donates 10p per bottle sold of Liberation Ale, and French Connection, which regularly donates from every bottle of wine sold.
Our combined efforts have led to a donation of almost £100k, a valuable contribution to a charity which spends around £50 million a year providing welfare support to millions of soldiers who are currently serving, as well as supporting ex-servicemen and women and their families.
The major retailers that have supported these initiatives are to be applauded. Of course, the products must make commercial sense and be supported by the consumer, but in our experience the willingness of the trade to grease the wheel has helped us punch more than our weight.
More funds could be raised if brands such as these were to receive wider support from the gatekeepers to the consumer: the retailers. At a time when our industry is being attacked on issues ranging from advertising to children and the salt content of food, shouldn’t we recognise the opportunity to position ourselves more positively?
The willingness of the British public to help those less fortunate has been proved time and again by events such as Comic Relief and Children in Need. What we as an industry have the chance to do is provide an opportunity for the consumer to donate, simply by choosing a particular product.
We may not have the musical talent, but we have a lot to offer the charity sector and the power to deliver enormous support.
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