• by Masha Geller , September 27, 2001

A new national poll of Americans shows that companies should be careful about the way they support relief efforts surrounding the recent terrorist tragedies and how they talk about their support.

The poll's findings come at a time when an increasing number of companies are raising money from employees and customers and placing informational advertising about the issue. While the vast majority of Americans say they want companies to provide some level of support, certain activities are more welcome than others.

According to Boston-based Cone, a firm that provides strategic philanthropy consulting for companies worldwide, most Americans (74%) feel it is appropriate for companies to "hold fundraising events to support victims." Support is even higher among young adults ages 18-34.

A majority of Americans (62%) feel it is appropriate to "tie a percentage of the proceeds of a product to supporting victims."

There is less support, and more uncertainty, around corporate efforts to "advertise what they are doing to support victims." Only half of all Americans support these actions. One quarter of all Americans are unsure, and almost the same number do not support these actions.

Only a minority of Americans (24%) want companies to "temporarily stop their ongoing philanthropic activities and focus solely on the national tragedy." Most Americans want companies to continue past charitable efforts while adding additional support for this new need.

In addition to continuing "philanthropy as usual," most Americans (75%) feel it is appropriate for companies to "get back to business as usual."

Based on the poll's findings, Cone suggests that companies be careful about the tone and stridency of communications or advertisements regarding relief effort support. Providing information is one thing. Seeking congratulations is another.