Mailing Address:

 

Athletes' Charitable Actions Often Develop Dual Paths to Success

 

By MARC POLLICK

Published: March 19, 2007 : Page 28

Much like the corporations whose products they endorse, successful athletes often become brands unto themselves.

Andre Agassi, Tiger Woods, Lance Armstrong, Gary Player, Michael Jordan, Arnold Palmer, Billie Jean King, David Beckham and Mia Hamm have created highly marketable and distinctive brands that transcend the players’ own lofty success in their sports. Because of this, any charitable giving program an athlete engages in becomes, de facto, a hybrid of individual giving and corporate philanthropy. 

 

Individual motivations

Charitable individuals are usually motivated to give back for one or more of the following reasons:

• They feel blessed and wish to express gratitude.
• They believe they are in a position to make a difference.
• They feel a sense of concern or obligation for the larger community.
• They wish to leave the world better for the sake of their children.
• They choose philanthropy in response to personal tragedy.

A corporation may choose to implement a charitable giving program for some of these same reasons. Many companies try hard to identify a cause that aligns with their products or one they believe will most directly affect their customers.

The cause-marketing firm Cone Inc. has released research that indicates convincing business reasons why corporations should give back. According to the 2006 Cone

 

 

Millennial Cause Study:

• 83 percent will trust a company more if it is socially/environmentally responsible.
• 74 percent are more likely to pay attention to a company’s message when they see that the company has a deep commitment to a cause.
• 69 percent consider a company’s social/environmental commitment when deciding where to shop.
• 89 percent are likely or very likely to switch from one brand to another (price and quality being equal) if the second brand is associated with a good cause.
• 66 percent will consider a company’s social/environmental commitment when deciding whether to recommend its products and services.

 

Effective philanthropy

The most effective athlete philanthropists develop their charitable giving programs and priorities in much the same way a corporation does: with an eye toward positively affecting and enhancing the brand. They gather their team of experts (financial advisers, agents, publicists, family, friends) to assess all the resources at their disposal. The goal should be to leverage all available assets to advance the business objective of the brand.
The athlete hopes to identify a cause or mission that aligns well with his or her public persona and corporate image. As with a corporation, an athlete must also consider the benefit (or curse) of the media’s and the public’s attention. How will the philanthropy be interpreted? Will it ring true to the public, or will it appear as a publicity stunt? Do the choices leave the athlete open to unnecessary criticism?

In a best-case scenario, the athlete’s “team” works together to identify a cause that best leverages the assets available, inspires those involved in implementation, strengthens the athlete’s brand and is a compelling story.

 

 

A success story

Take the case of Dikembe Mutombo. A son of the Congo, he came to the United States to study medicine, but instead went on to become an NBA star.

Mutombo never forgot his roots and his passion for medicine, so when opportunity presented itself to leverage his wealth, fame and assets on behalf of his country, he did so with gusto.  

 

His uncle is a well-known doctor in the Washington, D.C., area with many medical

connections in Africa. In addition, Mutombo had the credit card of fame (an expression George Clooney made popular recently at the United Nations, saying that celebrities have a “credit card” of fame and that they should use it for good purposes). Mutombo also had longevity in a league known for generosity and good works. 

 

By calling on the medical wisdom of his uncle and the deep pockets and connections of his friends at the NBA, Mutombo was successful in building a $29 million hospital in his poverty-stricken hometown of Kinshasa. 

 

To whom an athlete gives, how he gives, how much he gives, why he gives and, perhaps most importantly, how genuine the public interprets his giving will greatly affect the effectiveness of his giving.

 

Mutombo determined that the construction of a hospital in his homeland was a logical and complementary extension of what motivates him as a philanthropist. His success was driven in large part by the authenticity of his message.

He was believable. The story he told was powerful, which in turn raised the profile of his giving and encouraged others to contribute. In both corporate and celebrity giving, the public’s trust and belief in the mission is paramount.

 

When executed thoughtfully, taking all the assets of the brand into consideration, charitable acts by and on behalf of an athlete can advance the business goals of the brand, extend an athlete’s career in the spotlight far beyond his playing days and contribute to the good of the community.        

 

Marc Pollick is president and founder of The Giving Back Fund, a national nonprofit organization that helps athletes and entertainers create and manage high-impact philanthropy.