Direct marketers continue playing Santa to those in need
FARMINGDALE, NY (December 2006) – The trend of making
charitable contributions during the holidays continues this year
unabated, as companies throughout the direct mail industry join
in with the spirit of giving.
Notably, 21st Century Marketing, a direct marketing company in
Farmingdale, Long Island, has chosen to help the less fortunate
on two fronts—through contributing to the charity Covenant
House, and by selecting and helping two needy families in their
own backyard. According to 21st’s Director of Human Resources,
Donna Rabb, “21st remains committed to giving back to the
community. It is our hope that through our employees’ and
21st’s donations, we can help others celebrate the holiday.”
The decision to be charitable was not made lightly. Normally,
21st Century chooses to give candies or gifts to its clients and
prospects during the holidays, as a way to facilitate open relationships
with clients and other key people in the industry. But this year,
nobody will be getting a box of chocolates, or even a greeting
card, from 21st Century Marketing. Instead, they will be receiving
a letter detailing 21st Century’s donation to the prominent
youth charity Covenant House, “in lieu of candies or gifts”
according to the letter.
“Our hope is that [our clients] will feel inspired by the
generous nature of the season and embrace what we’re doing,”
said Rabb, adding that they have already received positive feedback
from a number of letter recipients.
Additionally, 21st Century has made the decision to fight poverty
at home, selecting two families from the Adopt-a-Family program.
In the program, participating employees have gone so far as to
contribute, buy and wrap specific toys on their adopted families’
wish lists, along with contributing grocery and drug store items
and other holiday “extras,” ensuring a happier holiday
for these local families in need.
“It’s nice because you can actually see the results
of what you donate. It’s a more direct way of helping the
needy,” said Colleen Danson, a 21st employee and one of
the key organizers of the Adopt-a-Family program.
The benefits to businesses who donate are numerous, including
boosted employee morale and positive public image. Although for
many who give, contributing transcends justification.
“It’s not just a business thing,” said Rabb.
“It’s a symbol of the season, and it’s refreshing
to see how popular it has become.”
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