Spreading Impact: How Goldman Sachs Builds Awareness of its Citizenship Program
Detroit is a city rife with possibilities and the drive to pursue them. The city, though, has a gaping problem: its economy makes it difficult for businesses to thrive. So Goldman Sachs is taking their 10,000 Small Businesses initiative to the recovering city, as MSNBC’s Morning Joe explored in a segment featuring Warren Buffett, Michael Bloomberg, Valerie Jarrett, and Goldman Sachs’ Lloyd Blankfein.
As Lloyd Blankfein explained on the Morning Joe segment, all over America “very entrepreneurial people are just on the tipping point of success” so “a little education, a little confidence building, courses on negotiation, teaching some skills, gets them over the tipping point and unleashes a lot of energy.”
Since businesses must apply to the program, the success of this citizenship initiative is based on people knowing about it and understanding its impact. So to spread the word about the program, Goldman Sachs highlights the cause and its real-world benefits in a series of films. After all, since video is highly adaptable and shareable, it can be a very cost-effective, engaging, and persuasive method of gaining support and participation.
Especially as online video consumption rises, a well-crafted CSR story such as Goldman Sachs’ has the potential to reach a wider audience than ever – employees, recruits, policymakers, customers or community members. Read more about enriching CSR stories with online video.
For companies that want to convey the impact of their giving– whether measured in volunteer hours or dollars—online video is the most powerful, cost-effective medium. Video, with its immediacy, popularity, and viral potential, represents a unique opportunity to capture the breadth of CSR’s impact, provide an intimate look at the people involved, and reach a receptive audience.
Achieving the right relationship between a company’s brand and its philanthropic or volunteer efforts is a delicate balancing act. But it’s well worth the effort. This whitepaper identifies four overarching principles that can guide a company in aligning corporate social responsibility activities with the corporate brand for authenticity and impact.
When it comes to maximizing the impact of corporate volunteer programs, a well thought-out branding and communications strategy can be your most powerful tool. This whitepaper shares seven principles for leveraging communications to enhance the long-term success and impact of your employee volunteer program.