Marketing Meets Philanthropy With Anchor-Up

anchor upIn the wake of Hurricane Sandy, many companies and individuals were moved to philanthropic efforts to help those affected. One such individual is the mind behind Anchor-Up. The Anchor-Up cocktail anchor memorializes the coastal areas hardest hit by Hurricane Sandy and 10% of the profits from the sale of this decorative cocktail accessory go to the Rebuild Hoboken charity.

What Does Philanthropy Look Like?

Philanthropic efforts can work strategically for even the biggest companies. There are two kinds of philanthropy – basic philanthropy and strategic philanthropy. The first, basic philanthropy, is often what we think of when we think about companies getting involved in the community – donating gift certificates to a school raffle or sponsoring a local sports team. Strategic philanthropy, on the other hand, helps to develop a positive relationship between the company, its employees, and the community, that is beneficial to everyone.

What does strategic philanthropy look like? Strategic philanthropy is typically more complex – for example, you might issue coupons to community organizations that they can distribute to their supporters. When supporters shop with your company using that coupon, the organization gets a portion of the profits. Or, your company might partner with community organizations to do a series of workshops about an issue of local concern.

How Anchor-Up Makes Philanthropy Work

Anchor-Up falls in the category of strategic marketing because it encapsulates the relationship between a brand and an event of national interest, in this case Hurricane Sandy. The decorative cocktail anchors, in their nautical theme, evoke the event while creating a sense of goodwill between the buyer and the company. Well developed strategic marketing can also humanize a company for its employees by showing that the larger corporation cares about the community.

A well placed philanthropic effort can be highly beneficial for both the company and the community, and Anchor-Up made a good move with its cocktail anchors. Rebuild Hoboken stands in for the community here, the recipient of good will, but also the creator of such will towards Anchor-Up. By involving your business in the larger community, and in acts of support or charity, you can increase the profile of your brand, generate good will, and of course, help towards a good cause

Has your business been involved in community events or charity work? How can you mobilize for a good cause?

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Bird Pilatsky is a PhD student in Women's, Gender, and Sexuality Studies at Emory University. A graduate of Smith College, with a B.A. in English and the Study of Women and Gender. She works as an archivist and research assistant with particular interests in LGBT issues, disability studies, and literature. Bird also works as a summer camp counselor. She has worked as an art & layout editor, runs an active blog, and enjoys reading, running, and rollerskating.

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