October 29, 2024

By CEO of CDG, Courtney Mathis

In today’s interconnected world, businesses have a unique opportunity—and responsibility—to make a difference beyond their bottom line. And in the wake of recent devastating hurricanes and floods, the need for businesses to support disaster relief has never been more clear. Storms like Hurricane Helene and Milton have left thousands displaced, businesses shuttered and communities struggling to rebuild. One impactful and often overlooked way to do this is by including disaster relief as a core element of your social impact strategy. We believe that even a small investment in disaster preparedness and recovery efforts can create ripple effects that uplift communities when they need it the most.

Why Disaster Relief Matters for Businesses

When tragedy strikes, communities are often left vulnerable, and the speed at which they can recover is often linked to the support they receive from external organizations. Businesses, with their resources and reach, are uniquely positioned to provide this much-needed assistance.

However, disaster relief isn’t just about being there in times of crisis—it’s about planning for resilience. It’s about understanding that your customers, employees and partners live and operate in these communities, and their recovery is integral to your business’s long-term success. Incorporating disaster relief into your social impact strategy demonstrates that your business is not only responsive but also proactive in supporting sustainable, resilient communities.

Resourcing Community Resilience, Builds Customer Loyalty:

  • Increased Loyalty: About 70% of consumers say they are more loyal to brands that support social causes, including disaster relief efforts.
  • Purchase Intent: Research indicates that nearly 60% of consumers are likely to buy from a brand that contributes to disaster relief, especially if they align with the cause.
  • Brand Reputation: A study found that 84% of consumers believe that businesses have a responsibility to contribute to social causes, including disaster relief. Companies seen as socially responsible tend to have better reputations.
  • Willingness to Advocate: Approximately 53% of consumers would advocate for a brand that supports disaster relief, sharing their positive experiences on social media or recommending the brand to others.
  • Impact on Perception: Brands that engage in philanthropic efforts, such as disaster relief, often experience a boost in consumer perception, with many customers associating these brands with compassion and reliability.

A High-Impact Commitment with Low Costs

One of the most common misconceptions is that contributing to disaster relief is costly. But, in reality, integrating disaster relief into your planning can be a small line item that yields significant returns. Whether it’s through financial donations, in-kind contributions or partnerships with local nonprofits and first responders, businesses can make a profound difference without exhausting resources.

For example, some companies choose to create matching programs with vendors and partners. Leveraging collaboration for greater resource deployment ensures you aren’t tapping a stressed budget and you can have more measurable impactful. Others contribute by donating essential goods or services directly related to their industry, like water, food, or shelter. Even employee volunteer days focused on disaster recovery can have a meaningful impact, fostering goodwill and engagement while helping communities rebuild.

The beauty of any social impact strategy is its flexibility— and creating small steps to position your company as a force for good, while reinforcing your commitment to helping the world weather the storms that come its way.

Selecting Impactful Partners

Finding local organizations to support during disaster recovery is a critical component of ensuring your resources and time are meaningful and measurable. Here are a few quick tips on selecting, vetting and sourcing the best local nonprofits for disaster recovery support.

  1. Research Local Nonprofits: Start by looking for nonprofits in your area that focus on disaster relief or recovery. Websites like GuideStar or Charity Navigator can help you identify reputable organizations.
  2. Check Community Boards: Many local community centers, libraries, and universities have bulletin boards or websites that list organizations involved in disaster recovery.
  3. Connect with Local Government: Local government websites often provide information about organizations involved in recovery efforts. They may have partnerships with specific nonprofits.
  4. Utilize Social Media: Search for local hashtags related to the disaster or recovery efforts on platforms like XTwitter, Facebook, or Instagram. Many organizations use social media to promote their work.
  5. Network with Community Leaders: Reach out to community leaders, religious organizations, or civic groups for recommendations on local organizations involved in disaster recovery.
  6. Attend Local Events: Participate in community meetings or events focused on recovery efforts. These can be good opportunities to learn about and connect with local organizations.
  7. Contact National Organizations: Many national disaster relief organizations (like the Red Cross or Team Rubicon) have local chapters. Contact them for information on local partners.
  8. Volunteer: Consider volunteering with organizations that are actively involved in disaster recovery. This hands-on approach can give you insights into their work and needs.
  9. Monitor News Outlets: Keep an eye on local news for coverage of recovery efforts, which often highlight organizations that are making a difference.
  10. Ask for Recommendations: Reach out to friends, family, or colleagues to see if they have any connections to local organizations involved in disaster recovery.

Small Effort, Big Impact

At Companies Doing Good, we believe that social impact doesn’t always require massive initiatives—sometimes, it’s the small efforts that make the biggest difference. Including disaster relief as part of your social impact plan is one such effort. It’s a way to take meaningful action, amplify your company’s values, and show your commitment to supporting communities through the toughest times.

In the end, businesses that prioritize disaster relief as part of their social impact strategy aren’t just helping communities recover from crises, they’re investing in a future where we can all thrive together.

Is your business ready to step up and make a difference when it matters most? Remember, it can be simple, and you’re still making a Good impact.