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Many brands agree with statements from “thoughts and prayers” according to natural and human devastation, such as the recent forest fires in California and the flood of the hurricane in Western North Carolina.

Interestingly, however, this expression emphasizes its silent reaction.

Brands that really want to help the people who have suffered a tragedy, but know that they have to activate a response plan. But how and why?

Marketers should be at the front of the brand reaction. By working with others in your organization and in external partners, you can transform these thoughts and prayers into helpful actions. Here are eight brands that do exactly that.

1. Support for relevant products and services: Meade Tractor

Take a short but important break to think about what your brand is doing. This may appear an unnecessary step, but when a catastrophe strikes, well -intentioned people want to get business in their organization and put everything into a humanitarian reaction.

You can guide the conversation to emphasize that your company can do both – meet your business mission and offer helping hand. This double purpose also creates a relevance that enables the company to tell the stories for months (and years) about its marketing channels.

In some situations it is easy to see how to do both. For example, Meade Tractor sells farm and building systems – the type of products that are needed when the floods in West -north Carolina and Southwest Virginia have met where they have business.

The crisis reaction included the bond of agricultural and compact construction equipment to individual farmers. “By supporting our farmers in times of need, we confirm our commitment to positive effects when it is most important,” wrote the company on the side with rent equipment.

So if your company's products and services can help, do it and tell this story.

2 .. Take your non -profit work: lush

What if your brand does not sell products or services that can help in the crisis, such as Lush, a bathroom and beauty product company based in Great Britain?

Last November, Lush started a fire -fighting soap in the United Kingdom and in Europe to collect money for indigenous and voluntary fire brigades of the community in the Amazon. When the forest fires took place in Los Angeles, Lush sold the soap product in the United States and described 75% of US sales for emergency aid for people and animals affected by the fires.

What charitable activities does your company already do? If you do not sell a product for charitable purposes or collect money for a named non -profit organization, is there a local organization in which your employees voluntarily report? Consider configuring or adding these efforts for the latest disaster reaction.

3 .. help your social audience: Josie Maran

If the donations of products or profits are not feasible, turn to something that has built up marketing – the audience of your brand on social media.

In an immediate reaction to the forest fires in South California, entrepreneurs and beauty brand Josie Maran replaced his normally product-oriented Instagram contributions with these community resources for carousel posts to help those affected:

The post of this kind of information is probably also motivating your audience to share with your audience and spark comments from people who offer additional resources.

4. Create a useful resource: Morgan Stanley

Morgan Stanley offers a wealth of resources for his philanthropic customers and communities. It publishes guides for causes that range from the humanitarian crisis in Ukraine and military aid organizations to mental health and scholarships from children for students.

Google search result shows Morgan Stanleys various resource leaders.

When the forest fires in Los Angeles broke out, the financial service company founded the 12-page resource leader: South California Waldbrand Equipment. As Morgan Stanley does with his other guidelines, this version 14 describes relevant organizations that describe their missions, the answers to the crisis and deletion -related links in the PDF.

Guide or resource lists work well if they are distributed to relevant segments of your e -mail lists. If you publish you on your website, people can also use search engines to discover the resources (that's how I learned about Morgan Stanley's work). You can also promote them from their social media channels and link them.

5. Tell a relevant story and a partner on the CTA: ESPN

ESPN expanded his content list to tell sports stories that were related to the forest fires, including this video that the Los Angeles Rams interviewed the National Football League. The players saw the smoke from their exercise and the organization's employees had houses in the herself districts.

https://www.youtube.com/watch?v=NJ3M8OM0PJQ

ESPN dedicated the text on the YouTube page of the video with CTAs for the American Red Cross with a donation button and a balance sheet of the increased total amount.

ESPN dedicated the text on the YouTube page of the video with CTAs for the American Red Cross with a donation button and a balance sheet of the increased total amount.

You can probably make this type of answer easiest because storytelling fits the mission of the brand and the company itself does not require to make a financial donation.

6. Tell employees: John Deere

If your brand works or sold in a disaster area, your employees are also affected. Tell your stories (of course with permission).

For example, when the floods had damaged over 500 houses in Rock Valley, Iowa, John Deere said how the local employees voluntarily reported their time to detail the donations and the brand.

John Deere and the employees support Rock Valley, Iowa, the community after devastating floods.

In the post office it was found out how employees were covered for colleagues who were directly affected by the flood. It also divided links to a local non -profit organization for people who wanted donations.

7. Form a coalition: Los Angeles: Beauty together

When the fire met in Southern California, Josie Maran published more than helpful resources on the brand's Instagram channel. She got over 30 brands to form a non -profit fund – Los Angeles: Beauty together – with the mission, “to facilitate those who have lost everything against the tragic events in Los Angeles”.

While this is the immediate purpose, Josie also knows that the efforts cannot be short -term. The second phase will include the ongoing support for victims and non -profit service providers through the reconstruction process. “This is a long healing road,” Josie told People Magazine.

8. Plan in the long term: Joey Logano Foundation

The Nascar driver Joey Logano spoke last autumn after the hurricane Helene about the importance of taking the help of his foundation in the long term.

“The only way you can (help) be right is to be there and to see and say: 'Ok, where things are pretty good and where we are missing and how we are missing for three months, six months Look and put together a plan year? '”

Although you may not yet know what the long-term support of your brand will look like, you can now take steps to plan the follow-up. For example, add a content calendar and later enter the specific angles or topics.

Read the non -profit answer

Taking thoughts and prayers in action is a strategy for marketers. You have already worked hard to build Goodwill and trust with your audience so that you ultimately take a profitable campaign with your company. Now you can go on this step and help your brand and audience to take an action that is profitable for the people affected by disasters.

Hand injured content:

Cover picture by Joseph Kalinowski/Content Marketing Institute

Create your very own Auto Publish News/Blog Site and Earn Passive Income in Just 4 Easy Steps

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