In an effort to strengthen their corporate responsibility initiatives, more organizations are asking their customers to direct their philanthropic strategy. It’s one of the latest uses of crowdsourcing, where the consuming public has a say in how a company makes charitable contributions.
What could possibly be the harm in giving customers your company’s checkbook? Plenty, apparently.
A recent article on Mashable, highlights some of the pitfalls to avoid a PR disaster.
The overall purpose is to encourage a stronger connection between consumer and company, but does this really matter? Would you be more apt to do business if you could have a say in where they direct their philanthropic resources?