As publicists, we know there is value in being strategic in all things, and giving is no different. When clients are receptive, we can add value as public relations professionals in reviewing their current or planned giving and how it connects with their business and personal passions; this is never truer than during the holiday season. How can we insure that giving is as fulfilling an experience as possible for all involved? We must look at a client’s business goals; each client has a target audience to which all branding is marketed. These are the consumers or audience they target with their marketing efforts so it only makes sense to reward this same constituency as the focus of their charita
ble efforts. We have been fortunate to work with the Seaport Hotel, which is vested in giving back to the community and sets an example that inspires others to give back as well. They want their business and philanthropic persona to be one that inspires a feeling of community and encourages activity that makes the neighborhood it calls home a destination.
Seaport cares about the environment and prides itself on being dog and family friendly. So in shaping events and charitable partnerships, as their public relations firm, we have worked to connect them with non-profits that share their passions. In 2009 Regan Communications Group introduced the Seaport Hotel to Christmas in the City (CITC) and its founders, Jake and Sparky Kennedy, and they created a match made in heaven. The two are totally in sync and share similar values. The hotel is Boston’s most accommodating host that prides itself on its family-friendly style and Christmas in the City hosts and caters to families in need. Since their introduction, Seaport has been a toy drop off location for CITC, allowing folks to literally valet toys for needy children. This will be the second year the hotel will hold a toy drive kick-off and celebrity tree auction. All of the money raised will go directly to Christmas in the City which is a 100% volunteer organization.
Another key to success in strategically selecting charitable partners is a tie to a business’ culture. Christmas in the City fits perfectly with Seaport’s. The hotel has received several honors for being one of Boston’s best places to work, and a big component of that is that its management and employees take pride in caring for their guests and that translates well when asked to help serve others in need. You see this attitude shining through while the toy drop off is going on and the gifts pile up in the lobby; holiday spirit warms the hotel and all who work in it, are staying there, attend an event there or drop in to drop off a gift.
For 25 years CITC has provided a magical Christmas celebration for children living in homeless shelters or transitional housing. Seaport donates the space, manpower and food for the kick-off party and the toy collection and storage.
At Regan Communications Group, we understand that for as many reasons there are to give there are ways of giving, and we work with clients to find what is best for them. With Seaport, it has turned into a partnership with Christmas in the City enabling them to serve more kids than ever.
Christmas in the City is expected to serve over 14,000 children in the Boston area living in homeless shelters and transitional housing with toys this year. If you would like to purchase tickets to this year’s Toy Drive Kick-off and Celebrity Holiday Tree Auction event, please visit http://citc2013.eventbrite.com
