SPECIAL FOCUS RHIANON HOWELLS » CONSULTING EDITOR » SPA BUSINESS
Giving Well
Philanthropic activities can be a
great way for spa companies to give something back while also being good for business. But how can
you make sure your initiative is a win-win for giver and recipient?
“T
o give away money is an easy mat- ter and in any man’s power,” said Aristotle. “But to decide whom to give it, and how much and when and for what purpose, is neither
in every man’s power nor an easy matter. Hence it is that such excellence is rare, praiseworthy and noble.” Every bit as relevant today, these words will no
doubt ring true to any operator or supplier which has delved into the world of spa philanthropy – giving either money, products or time to support a charity. How to pick a benefi ciary from the multitude of good causes out there, and how to make sure their contribution is well used, are age-old challenges. And with the reverberations of global recession still being felt, the challenges of good giving are even greater than usual. With payroll, marketing and capital spending all being cut, can a busi- ness really justify giving anything away? Inevitably, it’s easier if it also benefi ts the business. Charitable activities generate ample PR and marketing opportunities and, for some companies, choosing a cause that reinforces its own brand can be particularly advan- tageous. Others cite the value of philanthropy in motivating staff . In Bloomberg Businessweek magazine earlier this year, Tae Yoo, senior vice-president for corporate aff airs at Cisco, was quoted as saying that internal surveys had shown that “people would stay at a job with less money if they believed the company was responsible… it’s an employee recruit- ment and retention strategy.”
Of course, the old adage – ‘giving is its own reward’ – is also true, and nowhere more so than in an indus- try which prides itself on helping and healing others. T e challenge is how to maximise the benefi ts for all concerned. Here, some of those who have tried and suc- ceeded share their experiences…
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Sense of Touch day spas in Hong Kong collaborated with Plan International with the aim of sponsoring 100 Nepalese children
Elemis recently partnered with new British charity Mothers4Children, which supports disadvantaged children in the UK and Romania
SEE FOR YOURSELF
Oriele Frank, director of marketing, Elemis
T e skincare supplier has recently partnered with new British charity Mothers4Children, which supports disadvantaged children through existing charities Kids Company in the UK and FRODO in Romania. “We chose Mothers4Children partly
because one of their charities, Kids Com- pany, is on our doorstep. T is allows us to help them on a more personal level, provid- ing practical as well as fi nancial support. We work very closely with Heart Yard, its ther- apy centre where vulnerable parents can get treatments while their children are cared for. We share our expertise and provide stock so their staff can focus on nurturing clients. We also off er a complimentary treatment at our day spa to one member of Kids Company staff a week. Seeing the results of our work first-hand has really motivated our staff to get behind the initiative and made everyone much more passionate about it.”
©Cybertrek 2010
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