CauseShift

What if, when devastating natural disaster strikes, companies choose to step-up alongside government, NGOs, and NPOs to pledge money in support of relief efforts?

The crippling crisis in Haiti has been no different as seen in this GOOD Visual of Aid. But what if we could shift that approach to a potentially more successful model? One the creates more business impact for companies and more social impact for the cause.

What if we could bridle the millennial passion for service and match with the burdensome need in Haiti?

What if colleges, students, companies, and Haitian relief organizations partnered for a special “Haitian Helping Hand” service opportunity this summer? For a month during summer break, students could apply for company-sponsored grants to travel to Haiti and help the relief efforts, plus assist in rebuilding and revitalizing the country in whatever educational focus they’re pursuing: business, marketing, finance, architecture, engineering, etc. In return they would receive college credit, and a once in lifetime opportunity to serve and truly help change the world.

What if a marketing major could lend a Haitian Helping Hand to advise small business on the best strategy for relaunching?

What if an art major could help restore the literal and proverbial creative soul damaged in the earthquake?

What if, on behalf of the sponsoring brands, students would blog about their daily experiences, learnings and teachings. Enabling a robust cause marketing platform from which the brand could promote itself and generate incremental relief donations. It’s what if Peace Corps met Study Abroad met AmeriCorps met Kiva Fellows met Pepsi Refresh Project.

What if universities also sent professor’s along to help provide in-field guidance?

What if the brands lent more than sponsorship dollars and marketing leverage, but also pledged innovation funds towards building sustainable business in that region?

What if those entrepreneurial minded students sent back more than Facebook posts and YouTube videos, but also actionable ideas for their sponsoring companies to consider? And what if they could further pursue those ideas through an internship and incubator program once school was back in session?

Through the course of human history, we’ve always found a way to come back stronger. To learn something about ourselves and our fellow man in the midst of tragedy. Let’s keep challenging the status quo, even when the status quo is “good.”

Brian Powell is an advocate of ideas with business and social impact and a Managing Director at TracyLocke. He comments on cause marketing at thegoodconcepts.com and on twitter @goodconcepts. Join him Wednesdays using #whatifwed for ongoing conversations to challenge current mindsets and models.