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This Thanksgiving, during one of those last lucid moments after gorging on turkey and before falling asleep on the couch, take a minute to think about how your brand is helping out those who need assistance. Whether it’s through corporate social responsibility programs, pro bono work for local charities, or volunteering time and resources, this is the time of year to give back. Do it because you want to make a difference, not generate news coverage. While all help is appreciated, being too self-promotional about it can seem disingenuous and unsavory. If it’s really something that is aiding people that should be reward enough and often these efforts have a way of building organic awareness without having to broadcast it.