Bruce Freeman, president of ProLine Communications in Livingston, N.J., writes a column for Scripps Howard News Service. His latest column looks at client gifts for the holidays and suggests that expensive individual gifts may not be the best way to go. A donation to charity is welcomed many many clients, he notes. Here’s a portion of his column:
Meg McAllister, president of the public relations firm McAllRow Inc., changed the company’s gift-giving ways four years ago, shifting to a donation for a group focused on autism.
“The reaction we got from clients was amazing,” McAllister said. “Instead of a quick and distracted ‘thanks,’ we got tons of calls and e-mails from clients who shared a personal attachment to that first year’s recipient. It opened up a level of personal dialogue and connection to clients that didn’t often get shared in the course of normal, daily business, and it really made the company stand out.”
Since then, McAllRow has donated to organizations that help disaster victims, AIDS patients and animals — and all the gifts have generated a high level of client response and support.
It proves that the best gift is giving to those in need.
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