Why Pick an Unpopular Philanthropic Cause?

Unpopular

While an increasing number of businesses are starting to realise the power of corporate philanthropy to improve their competitive environment and bottom line, I find that still many make the mistake of picking a cause based on commercial value. That is, they tend to pick a cause because it resonates with people in the hope that this popularity will be mirrored in their financial results.

If you look at organisations like Facebook, Google, Apple, Starbucks, Shell, etc. you will notice that while they all have a portfolio of different causes, most revolve around education and poverty. A huge number of smaller, less-known businesses tend to follow suit in supporting similar causes.

Research by the Centre for Philanthropy in the UK confirms that the distribution and destination of donations are not evenly spread among causes and that donor sympathies are less evident for charities working in areas such as mental health, addictions, domestic violence, asylum seekers, and ex-offenders.

Many businesses that can only afford to support a single cause don’t realise that adopting a cause that everybody supports isn’t always the best decision. Choosing a less popular social mission such as re-integrating ex-offenders or homeless, tackling mental illness, providing opportunities for the handicapped, etc., has its advantages.

Here are some of them:

It makes you stand out

Make a difference where it truly matters. Stand out by championing unique causes that drive lasting impact, like providing IT training for ex-offenders and transforming lives through second chances.

When an organization focuses on supporting a cause, it becomes central to its mission. The cause is no longer a side project but an integral part of the company’s corporate identity. Guess what? Choosing a social cause that’s different from mainstream causes makes you stand out. It sets your business apart even more. Say you were a tech company and you had picked education as your cause. You could, as many other companies do, contribute to education programs for underprivileged kids for example. Alternatively, you could provide education and training in the IT sector for ex-offenders. Helping ex-offenders is much less popular. However, your company has the chance to stand out. You could be the only one in your industry creating opportunities for this group. The positive ripple effects of that are numerous. By helping ex-offenders rebuild their lives, you prevent them from returning to the streets. This reduces the likelihood of them ending up in jail again. It’s a benefit that saves taxpayers money.

You can make it yours

As mentioned above, education is one of the most popular causes and so is hunger relief, poverty, healthcare, healthy living, etc. Some of the most popular philanthropy target groups are underprivileged families, underprivileged kids, and third-world country communities. The majority of organisations out there, both non-profits and businesses support one of these causes and one of these groups.

Several approaches have already been tried. Various initiatives and campaigns have been launched by numerous organisations. Coming up with an innovative approach can be challenging. We are programmed to think within the boundaries of what we already know. Breaking free from this mindset takes effort. However, if you choose to support a less favored group and a less popular cause, chances are there will be room for creativity. You could come up with new solutions and new ways of doing things. Why not even come up with the next Ice Bucket Challenge? This will further differentiate you from other organisations.

You will have a greater impact

Shining a light on overlooked causes: Together, we can help reintegrate marginalized groups and build a stronger, more inclusive society.

Affiliating with a less popular cause directs resources to an underfunded area. It also brings attention to a cause that often goes unnoticed. Your impact is much greater as you can help not merely with money, time & resources but by bringing attention to a problem little spoken about. You have a much bigger role – make people aware of the issue and communicate how helping this issue will benefit society. Hopefully, you can attract other philanthropists and businesses to help raise both more funds and more awareness. Hundreds of companies focus on helping underprivileged kids. However, only a few work on re-integrating homeless people or supporting refugees and ex-offenders. The truth is, however, whether we like it or not, these groups are a part of our society. Thus their integration is just as important to a healthy society as the equality of any other group.

No philanthropic cause is a bad cause. There’s nothing wrong with adopting a cause, even if it’s a mainstream one. Choose one that truly resonates with you or aligns with your business. Focus on where you can make a real impact. If that’s the case, then that’s great – you will be passionate about it and your contribution will make a difference. But picking a cause merely because it is popular or not picking one merely because it is not, is inherently wrong. Think of all the resources wasted due to this mindset. Consider also the unfair distribution of resources among different groups and causes.

Why not focus your energy where you can make the most contribution?  Find a cause through which you could make the most difference, not one that will make the most difference for your business.

If you too crave to make a difference and want to know what the best way to go about it is strategically, please don’t hesitate to get in touch. As a corporate philanthropy consultant with many years of business coaching experience, I can help you integrate meaning and purpose into your business in a sustainable way.

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