It is, however, disturbing to hear about the push back you have received in the process of launching the program. Specifically, you mentioned “Externally, I think some people naturally suspect motives in corporate philanthropic involvement, and we did see a bit of that skepticism as we first started participating in online communities.”

This perception issue is important for a couple of reasons. First, if companies (large and small) avoid using this platform to help non-profits based on the potential for criticism, what we really lose is the assistance of numerous financially backed organizations. Let’s pretend, for a moment, that Tyson Foods participated in corporate philanthropy strictly with the goal to impact their bottom line. Would that in some way forbid them from helping good causes… not at all. Would they, in some way, have contributed less because they want their business to succeed?

I believe that we need to find a place, especially with the advent of social media, where it is acceptable for corporations to get involved without having to justify their intentions. Their place is that they have capital and people… some of which have very large networks! The smaller organizations have a place as well… perhaps it’s more difficult with a lack of funds to spread a large scale message, but they should still get involved.

The bottom line is this. Companies stay in business by providing a product and/or service that is in demand. The higher the demand, the more money a company makes… assuming the wheels are spinning right. Non-Profits stay in business through the support of both public and private entities, which arguably originate at the same source. If people buy more products from a company based on their involvement… is that really a bad thing? If you think so, would you be willing to eliminate corporate involvement knowing good and well that non-profit organizations around the world would suffer? I hope not.

I say… be proud! If you are a corporation sponsoring a cause, shout it to the world. Get people involved! Have fun! Do something different. Is the business getting more exposure… yes they are! Is the non-profit getting more exposure… absolutely! It can and should be a very transparent win-win for all parties involved.

Good luck with your project Tyson Foods! Thanks for getting involved!