By Heather Ripley ‘Tis the season to be charitable. The holiday season often brings out our country’s most benevolent feelings, but it’s also a great time of year to publicize your company’s charitable donations. Many news outlets tend to focus on what local businesses are doing for the community as an example of the Christmas Read more
philanthropy
By Heather Ripley
‘Tis the season to be charitable.
The holiday season often brings out our country’s most benevolent feelings, but it’s also a great time of year to publicize your company’s charitable donations. Many news outlets tend to focus on what local businesses are doing for the community as an example of the Christmas spirit or as part of a year-in-review story.
As a plumbing contractor, you are looking for ways to stand out from your competition, and one way to do that is to publicize your company’s volunteer spirit.
Studies also show that younger generations take a company’s charitable giving into account when making purchasing decisions, and all generations look favorably at successful companies that give back to their community.
Here are three reasons why sharing information about your company’s altruistic programs can help you stand out from the crowd and heighten your reputation.
1. Attract Customers and Retain Talent
As a public relations professional, I speak to many business owners who feel like it’s self-serving to promote their own philanthropic efforts, but our agency highly recommends it, and here’s why: recent studies show that consumers want to know how businesses are supporting good causes. According to a YouGov poll, nearly half of consumers are more likely to buy from a brand that gives to a charity, while only 5% say they are less inclined to do so.
Given those odds, touting your efforts on your social media platforms, through press releases, and on your company’s blog will attract more customers who want to support businesses that care about the issues that are important to them.
In addition to consumer interest, most employees—65%—also prefer to work for companies that value social and environmental causes. Retention experts say that employees are happier when they work for a company that shares their personal values.
Collecting donations and offering volunteer opportunities boosts your employees’ morale and helps them connect with your company and its causes on a deeper level.
2. Boost Your Reputation
As a home service company, it’s imperative that you build trust in your community. Because you work with your customers in their most intimate settings, it’s important they have faith in your work and in your judgment.
By publicizing your philanthropic efforts, potential customers can see that you care. And, if your team also volunteers for activities to help the charities you’ve chosen to support, your company and its employees become more visible in the community.
This type of public relations (PR) associates your brand name with a cause and creates a positive image in the minds of consumers when they see your company name. A great example of this kind of PR is the Dawn Saves Wildlife campaign. As a result of news articles and an intense advertising campaign, people now associate the dish soap with the protection of wildlife after oil and chemical spills, and many consumers prefer to purchase that soap over others because they support the wildlife campaign.
3. Differentiate Your Company
If you’ve ever Googled your industry to see how many competitors you have in your local market, you are aware that you are probably one of several plumbing companies in your service area.
Most likely, their marketing teams are also producing door hangers, designing cool truck wraps, and are monitoring the Search Engine Optimization (SEO) on your website to attract customers. That’s why you need to do something to differentiate your company from your competition, and that “something” involves public relations.
If you have an effective PR partner, they can help you develop stories, social media and blog posts, and press releases about your company’s good deeds and will work to garner media interest in these efforts.
This not only gets you noticed by your local media, it also improves your standing on Google’s search results—the more times your company’s name appears in links outside of your website, the higher you’ll be listed in those results.
The bottom line is that you shouldn’t be afraid to showcase your philanthropic endeavors. But you need to do it tastefully. Building a solid PR campaign or working with a professional PR team can help you differentiate your company and celebrate your efforts while avoiding the pitfalls of sounding insincere.
Heather Ripley is founder and CEO of Ripley PR, an elite, global public relations agency specializing in the franchising, skilled trades and B2B tech industries. Ripley PR has been listed by Entrepreneur Magazine as a Top Franchise PR Agency for seven consecutive years and was recently named as one of Newsweek’s America’s Best Public Relations Agencies for 2024. Heather Ripley was recently named as a 2024 PRNews Top Women honoree in the business entrepreneur category, and she was recently named as ACHR NEWS’ Top Women in HVAC. She is also the author of “NEXT LEVEL NOW: PR Secrets to Drive Explosive Growth for your Home Service Business,” which is now available on all audiobook platforms. For additional information, visit www.ripleypr.com.
Jimmy Anderson has been a boiler technician in Burnley, Lancashire, UK for 26 years. His story is unique. While he’s made appearances in the United States on social media, to my knowledge, his story has never been told among the skilled trade community in North America. I believe it’s worth telling, especially now, during the Read more
Jimmy Anderson has been a boiler technician in Burnley, Lancashire, UK for 26 years. His story is unique. While he’s made appearances in the United States on social media, to my knowledge, his story has never been told among the skilled trade community in North America. I believe it’s worth telling, especially now, during the holiday season, while we’re reflecting, spending time with loved ones, and enjoying the warmth that our heating systems provide. – Dan Vastyan
A promise made
It was 2013. William Edgar James Ward Anderson, only 16 weeks old, lie in a hospital bed dying. Bedside on his knees was his father, Jimmy, who made a promise to his infant son: William, if you pull through this, I will become the man I should be.
William passed away shortly thereafter, leaving a gaping void in his father’s heart.
“I became very angry with the world and couldn’t accept that I’d lost my son,” said Jimmy. “I carried that anger with me. It ate me up and led to misery and a chain of poor decisions.”
Jimmy drifted through life, working, existing in pain, and quietly raging against his loss. This continued for four years. Then a service call changed everything.
A scene from the past
In 2017, Jimmy was called to a property to look at a malfunctioning boiler system. When he knocked on the door, he heard someone faintly shout for him to come in.
In the back room, Jimmy found an old man lying in bed. It was obvious from his condition and the hoist next to the bed that the man was very ill.
“The sight immediately took me back to the day I said goodbye to William, the day I made the promise,” said Jimmy. “The room reminded me so much of the hospital, and the man looked like a bigger version of my son when he died. I thought, ‘Wow, is this William’s way of telling me to follow through on my 2013 promise? I took it as that.”
Jimmy learned that the man needed a second opinion on his boiler system. Another company had visited previously and told him that the system needed to be replaced at a cost of £5,500. While inspecting the boiler, Jimmy found that the unit had been deliberately tampered with.
It became obvious that the first technician (or “engineer,” as the British call techs) to visit the house was trying to rip off the old man. Jimmy contacted the company about the scam and they denied it, so he gave them an ultimatum: “fix it or I’ll prove you’re running a scam.”
It turned out the technician had been acting on his own and was fired immediately. The company made good on the mistake by installing a new boiler and gave the old man an additional £1,000.
In March of 2017, just two weeks after that incident, Jimmy founded Disabled & Elderly Plumbing and Heating Emergency Repairs (DEPHER).
Almost any need
DEPHER began small, with Jimmy conducting charity plumbing and heating work whenever he identified a need. In short order, the need among his local community outpaced his ability to respond.
Today, the company employs 13 technicians in the Burnley area, and subcontracts charity work to a network of other involved companies. In all, there are roughly 530 technicians across the country who answer the call.
DEPHER also conducts for-profit work, which, along with donations, is used to fund the charity work. For example, actor Hugh Grant has donated £55,000. As time went by, DEPHER expanded its impact beyond plumbing and heating.
“We have several community support initiatives for people genuinely in need,” said Jimmy, who is a father of six and grandfather of four. “We provide food to low-income individuals, at times we cover gas and power bills, we provide terminal illness support, offset funeral expenses and we provided COVID support during the pandemic.”
So how do potential recipients of this support – whether directly related to a plumbing or heating issue or not – qualify for DEPHER aid?
Anyone over 65, anyone who is considered vulnerable, terminally ill, or handicapped, receives free or deeply discounted boiler or plumbing work. Anyone struggling with low income can receive free food deliveries. Anyone who loses a family member and cannot afford the final expenses will be given £500 to offset funeral costs.
To date, DEPHER has helped 52,000 families; Jimmy is now known as “Britain’s kindest plumber.”
Of course, all the people that DEPHER helps are very grateful, but there are a few detractors.
“A few people, specifically among other plumbing and heating companies, don’t care for me,” said Jimmy. “They think that the charity work we do takes money out of their wallets.
“The simple fact is that the people we’re helping can’t afford professional services,” he added. “But I don’t need fans. This is what we do, and we’re not going to stop. If you like it great, if you don’t, that’s fine too.”
“If you aren’t doing God’s work, the devil wouldn’t be pointing his finger at you,” said Jimmy regarding the nay-sayers. “I get all the validation I need from seeing the impact we’ve made. Each situation is unique, whether DEPHER is providing food or fixing boilers. They all stand out, but occasionally, one really leaves a mark.”
Jimmy can recall an 84-year-old woman who’d hung a noose from her rafters because she could no longer afford to live and was ready to end the suffering. DEPHER got her the financial and psychological help she needed, and she’s still alive today.
Headwinds
While the US housing market, energy costs and food expenses have squeezed American budgets, Great Britain has had it worse. Food and energy costs across Europe have been higher than in the US for decades, but the energy crisis resulting from the war in Ukraine has pushed current living costs to new heights. The English have given this a name: the Cost-of-Living Crisis.
“The Cost-of-Living Crisis has impacted DEPHER in two ways,” explained Jimmy. “There’s more need for community support than ever before, and even those who’ve made donations in the past are feeling the crunch. So, there’s less donation money coming in.”
Unlike most charitable organizations, DEPHER can at least partially self-fund its giving through the for-profit work they do. About 30 percent of their work is hydronic, and the rest is plumbing.
If you’d like to learn more about DEPHER, you can find them on Instagram (@dephercic2021 and @depher_cic), X, formerly Twitter (@depherUK), Facebook (Depher CIC) and TikTok (@dephercicuk1066).
In support of the East Palestine community affected by a train derailment that occurred earlier this year, Carrier has teamed up with Refrigeration Sales Corp. and Second Harvest Food Bank of the Mahoning Valley to donate 500 room air purifiers to recovery efforts. The units monitor the room air quality and deliver cleaner indoor air by Read more
In support of the East Palestine community affected by a train derailment that occurred earlier this year, Carrier has teamed up with Refrigeration Sales Corp. and Second Harvest Food Bank of the Mahoning Valley to donate 500 room air purifiers to recovery efforts. The units monitor the room air quality and deliver cleaner indoor air by adjusting air intake levels up to 18-speeds for optimal purification. Carrier is a part of Carrier Global Corporation (NYSE: CARR), global leader in intelligent climate and energy solutions.
“We’re proud to support the East Palestine community,” said Justin Keppy, President, NA Residential & Light Commercial HVAC, Carrier. “As residents continue navigating recovery efforts, our units will empower them to take control of their indoor environment. From filtering out harmful particulates in the air to odor mitigation, homeowners’ peace of mind is our top concern.”
At a press event hosted in late June, Mike Iberis, Second Harvest Executive Director, said, “This is an example of people helping people. The people of East Palestine have gone through a disastrous situation. They are struggling down there and folks at Carrier knew that. When we approached them, they responded with this wonderful donation of 500 air purifiers.”
Carrier’s innovative air purifiers improve the quality of indoor air and have been independently tested and certified by the Association of Home Appliance Manufacturers with high Clean Air Delivery Rate ratings for pollen, dust and tobacco smoke*. In addition, the units:
- Capture 99.7% of airborne particles 0.3 microns in size.
- Combine three different filtration solutions and layers to remove particulate and odors.
- Have Smart Auto mode to allow the unit to automatically adjust fan speeds based on air quality level.
- Include an air quality monitor that continuously samples incoming air and indicates air quality with an easy-to-read LED screen.
Carrier encourages homeowners to maximize the use of their air purifier by learning more about the benefits at https://www.carrierathome.com/blogs/air-purifiers.
Bradford White is a corporate sponsor and formed a team to raise money for the 12th annual “For Pete’s Sake, Walk” event at the Phillies’ ballpark (Citizens Bank Park) which took place on Sunday, April 30, 2023. “For Pete’s Sake” raises funds so that patients can take respite trips with their family members who are Read more
Bradford White is a corporate sponsor and formed a team to raise money for the 12th annual “For Pete’s Sake, Walk” event at the Phillies’ ballpark (Citizens Bank Park) which took place on Sunday, April 30, 2023.
“For Pete’s Sake” raises funds so that patients can take respite trips with their family members who are often helping care for them, and take a break from cancer and the physical, emotional and financial stress that comes with it.
Bradford White donated $5,000 as a corporate Ballpark-level sponsor and a team of employees raised an additional $800 by participating in the walk.
For more information about For Pete’s Sake. please visit:
https://takeabreakfromcancer.org/
For more information about Bradford White, please visit: https://www.bradfordwhite.com/.
American Red Cross and Water Mission to each receive $15K to help those impacted across the state. Apple Valley, Minn. — With a purpose of rethinking water for future generations, Uponor North America, the recognized leader in sustainable building and infrastructure solutions, is donating $30,000 to Texas relief efforts. The American Red Cross Central and Read more
American Red Cross and Water Mission to each receive $15K to help those impacted across the state.
Apple Valley, Minn. — With a purpose of rethinking water for future generations, Uponor North America, the recognized leader in sustainable building and infrastructure solutions, is donating $30,000 to Texas relief efforts.
The American Red Cross Central and South Texas Region along with Water Mission are each receiving $15,000 from Uponor to help support their efforts in providing resources, supplies, and plumbing repairs for the millions of Texans impacted by the deep freeze in mid-February.
To date, the American Red Cross has deployed more than 280 volunteers and has supplied more than 81,000 meals, 16,400 cleaning and comfort kits, 7,700 overnight stays, and 1,300 contacts for those with physical, mental, and spiritual health needs.
In addition to food and shelter services, one of the greatest needs is plumbing repairs in homes and businesses. According to Water Mission Strategic Partnership Director Rogers Hook, P.E., the need for plumbing repairs is dire and the resources are limited.
“I spoke with a CEO of a major plumbing company in Austin, and they were already short on plumbers because of the explosive growth in the area,” says Hook. “They have more than 1,000 jobs on the calendar, which are all emergency calls to get water restored. They’re estimating it will take up to two months to meet the demand.”
To help with the immediate need, Water Mission developed a “do-it-yourself kit” for homeowners to temporarily fix leaks until professional plumbers could arrive and repair the damaged plumbing systems.
“Our hearts go out to those in Texas impacted by the extreme weather and the damage caused to homes and businesses,” says Bill Gray, president, Uponor North America. “We understand the importance of clean, healthy water and proudly stand behind the trade professionals who work hard every day to ensure our plumbing systems are delivering this life resource consistently and reliably. We are honored to financially support the American Red Cross and Water Mission as they help Texans in need and work to reestablish clean-water resources throughout the state.”