Dolly Parton made headlines when she donated $1 million to COVID-19 research, helping fund Moderna’s vaccine. Global Citizen, a nonprofit that aims to end extreme poverty by 2030, hosts a yearly fundraising festival in NY’s Central Park (pre-pandemic). Meanwhile, CSR pioneers like Ben & Jerry’s continue their corporate activism despite, and because of, the pandemic.
Philanthropy always played a significant role within PR—and vice versa. A public figure or corporation wants the right PR campaign for a favorable image through philanthropy. Nonprofits need campaigns and influencers to raise awareness.
Ivy Lee and John D.
Before Warren Buffet and Jeff Bezos there was John D. Rockefeller, Sr., a billionaire the country (and press) loved to hate. As we’ve noted in these pages, PR pioneer Ivy Lee was hired to change Rockefeller’s image from a robber baron with tainted money to the world’s most generous donor.
It was not an easy task. The public immediately attacked anyone associated with the Rockefellers, especially following the 1914 Ludlow Massacre in Colorado, where hundreds of miners and families were killed.
When the mine’s owner, John D. Rockefeller, Jr., found himself in the middle of the conflict, he dismissed offers to bribe the press. Instead, he found comfort in a consultation with Lee, who stressed that the family–and all prominent figures/corporations–needed to earn the admiration of the public naturally, through good deeds.
Lee visited Ludlow to hear miners’ grievances directly. Along with poor working conditions, miners were most concerned that management was not listening to them. Lee advised Rockefeller Jr. to take the same trip and attach a human face to the Rockefeller name.
Delicate Dance
Rockefeller Jr. went further. After two weeks listening to miners, he spent his last night in Ludlow at a community dance.
At one point, he demanded the floor be cleared and did not leave until he’d danced with every miner’s wife—winning affection from the community. These strategies eventually led to Lee helping the Rockefellers, and his other clients, establish the earliest forms of crisis communication plans.
In addition, Lee successfully counseled the elder Rockefeller to share with the press, naturally and often, his many philanthropic efforts. With Lee’s help, the Rockefeller charities gained mentions. As a resource for a biography on John D. Rockefeller, Sr., Lee helped paint a more positive picture of the once-hated Rockefeller family.
March of Dimes, Polio and a President
Many would say that support for Polio research and its vaccine would not be possible without the help of President Franklin D. Roosevelt, who was stricken with the disease, at 39 years old, proving it was not exclusive to children. FDR spent his entire presidency as a champion for polio’s vaccine and a leading light of the March of Dimes.
In 1937, FDR founded the National Foundation for Infantile Paralysis (NFIP)—which eventually became the March of Dimes—thanks to celebrity endorsements and generous free radio time. Hollywood entertainer Eddie Cantor coined the phrase “March of Dimes.” He’d asked 1 million children to donate a dime to demonstrate support for battling polio. The message was simple: “Join the March of Dimes.”
By January 29, 1938, the White House was flooded with 80,000 letters filled with dimes, quarters and dollar bills, something the president was not expecting! FDR went on radio to thank Americans that day.
The nonprofit’s efforts were widely successful. It funded years of research to create two approved polio vaccines, by Drs. Salk and Sabin, in the mid-1950s. Once polio was nearly eradicated, through the vaccines, the March of Dimes turned its attention to prevention of premature births.
Philanthropy & PR Today
Today’s PR pro is knowledgeable about philanthropy and its influence on corporate image. Luckily, when creating fundraising campaigns, we now have access to online tools: shareable digital platforms (GoFundMe), the recently created Giving Tuesday and CSR programs inside corporations responsible for philanthropy. In addition, fundraising events, like the Met Gala and Global Citizen Festival, include well-known entertainers and other celebs. PR works closely with these organizations to raise awareness of their work.
“To date, the actions of our global community, along with high-level advocacy efforts and partnerships with philanthropists, corporations and artists, have resulted in commitments and policy announcements from leaders valued at more than $48 billion, affecting the lives of more than 880 million people,” said Sarah Acer, head of global philanthropy at nonprofit Global Citizen.
Acer works closely with Global Citizen’s global head of PR, Charmion Kinder, who agrees that the relationship between PR and philanthropy will grow in the years ahead.
Editor’s Note: If you’re looking to do good this holiday season, the Museum of Public Relations could use your support. It is digitizing more than 2,500 pieces of PR history as it continues to bring its collection to the public, online, in the new normal. Please consider donating to its GoFundMe campaign. Click here to learn more and make a contribution.
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