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When Organizations Give Thanks

11/20/2022

19 Comments

 
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by David Hagenbuch - professor of marketing at Messiah University -
​author of 
Honorable Influence - founder of Mindful Marketing 

At Thanksgiving, individuals often express gratitude for what they’re personally appreciative, e.g., family, friends, health.  It’s less common to hear of organizations’ gratitude, but if they were to count their blessings, what would they be?  Answers to that question could provide each of us with valuable perspective and perhaps help recalibrate our own thoughts of thankfulness.
 
These have been tough times for organizations in most industries.  Factors such as inflation, natural disasters, health/safety concerns, and supply chain setbacks have made it very difficult to succeed, and in some cases to survive, let alone to give thanks, for instance:
  • A chip shortage has plagued tech firms and many other manufacturers. 
  • Shipping companies have had to navigate record-high fuel prices.  
  • In the first half of 2022, natural disasters led to insurance losses of $39 billion – 18% higher than average. 
  • The slowdown in the housing market, an industry that impacts many others, shows no signs of subsiding.
 
This isn’t the kind of news most companies care to celebrate, nor should they.  Yet, even under dark clouds, strong organizations see silver linings and reasons to be thankful.  Although organizations can’t speak, their leaders have unique vantage points from which they can identify and express genuine collective gratitude.
 
I recently reached out to colleagues/friends in several industries who lead for-profit and nonprofit organizations, asking each to share something for which their organization is thankful.  Their following five responses have enlightened and encouraged this marketer and hopefully will do the same for anyone who looks to see the good in business and other enterprise.
 
1) Messiah University: I begin with my own organization and employer whose president, Dr. Kim Phipps, reflects, “At Messiah University, we are grateful for increased enrollment, financial stability and a cohort of new innovative partnerships that broaden our institutional scope and impact.”
 
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No organization exists without demand for its products and services.  For more than a decade, demand for higher education has declined throughout much of the nation, mainly because of demographic trends.  I know many at Messiah echo President Phipps’ deep appreciation for our students as well as other institutional partners who embrace the University’s mission and invite opportunities to extend it.

2) West Shore Chamber of Commerce: The leader of the second organization, another nonprofit, expresses similar gratitude for continued demand for its services.  As the president of West Shore Chamber of Commerce (WSCC), based near Harrisburg, PA, George Book, Jr. articulates his organization’s appreciation:
 
“At the West Shore Chamber of Commerce, we are thankful for our members, first and foremost.  We are also thankful for the communities we serve.  We have the privilege of being located in South Central PA, which is a very diverse economic region that allows us to reach and help many different types of businesses.  I am thankful for the grit and determination of our business leaders to keep our region strong and work together to positively impact our businesses and communities.”
 
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Few organizations were hit as hard by the pandemic as WSCC since the services of most chambers of commerce rely heavily on in person events, which COVID 19 largely cancelled.  So, when Book speaks of the dedication and resilience of his Chamber’s members and their communities, he speaks from heartfelt experience and is understandably eager for opportunities that lie ahead.
 
3) Pierson Computing Connection, Inc.: The first for-profit company of the set is thankful for a different but equally important stakeholder group.  Deb Pierson serves as president and CEO of Pierson Computing Connection, which she founded in 1993.  She says, “We are primarily grateful for our people.  We have a great team that values deep relationships and embraces our core values.  Without our people, Pierson wouldn’t be growing and thriving.”
 
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Some may find it ironic that the leader of a company that supplies technological solutions places greatest importance on its people.  However, Pierson rightly recognizes that it takes dedicated and gifted people to manage software, install hardware, and train others who will use them.  Great technology doesn’t matter much without great employees who are highly skilled in its use.
 
4) LINKBANK: When people of a certain age think of banks, they likely envision people – tellers, loan officers, etc.  When Brent Smith, president of LINKBANK, considers his bank’s people, he sees much more than the roles they fill:
 
“We are grateful at LINKBANK to have deeply committed staff members who are passionate about our clients, communities, and each other.  We are also very appreciative of all the employees’ families and the ongoing support they give, allowing each of us to pursue our passions in the workplace.”
 
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Good leaders know that their staff members are also spouses, mothers, fathers, daughters, etc., with responsibilities outside the workplace.  Leaders like Smith also are very grateful for the support that these family members graciously give and, in that way, also help to fulfill their firms’ purposes.
 
5) Ten Thousand Villages:  Finding people who will work for pay and effectively support a nonprofit organization’s mission can be difficult.  Identifying dedicated volunteers who will do so can be extremely challenging.  The realization of both of these goals has led Dan Alonso, the CEO of Ten Thousand Villages to share:
 
“We are thankful for the passionate people who are part of the greater Ten Thousand Villages family/network and who go above and beyond to support our mission, often with no direct connection to the organization itself.  We also have a core of devoted staff members who want to make a difference and who continue to do so on a daily basis, despite the challenges of being the rare combination of a mission-based nonprofit and a successful retail organization.”
 
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As is the case for many nonprofit organizations aiming to fulfill their unique missions, creating fair trade market opportunities for artisans around the world requires a special combination of devoted staff members and faithful volunteers.
 
A university, a chamber of commerce, an IT company, a bank, and a fair-trade retailer:  One might guess that they would be thankful for very different things, but ultimately the gratitude of each reflects the same priority – people.
 
Although it should happen each day of the year, in this season of Thanksgiving it is particularly fitting for every marketer and other organizational member to renew their appreciation for the individuals who purchase their products, provide their services, and in other ways partner to help fulfill their missions.
 
Thankfulness can be a recalibrating factor and a grounding force for each of us.  It’s also an important prerequisite for “Mindful Marketing.”
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19 Comments
Makenzie Janson
11/20/2022 07:57:07 pm

What are you grateful for professor Hagenbuch?

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David Hagenbuch link
11/20/2022 09:48:53 pm

Great students!

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Lizzy Lauterbach
11/26/2022 12:19:24 pm

This article was very encouraging to read. While many people are struggling with income, increase taxes, and economic uncertainty it is encouraging to remember that the people and organizations they work for are thankful for them and everything they contribute even through these hard times. I think as we continue to go through this holiday season it is important to continue being thankful for the people in our lives, coworkers, workers, family, consumers and bosses and avoid being so stuff focused.

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Rachel Hogan
11/29/2022 08:16:39 pm

I personally found this article to be very encouraging and heartwarming. As someone who has grown up in the area and is familiar with these businesses/institutions, it is great to see that at the core of their business, the most important thing they value is their people. Whether employees, customers, or simply people who just show their support, at the end of the day, that is what is most important to these people. I think this article is good to think about from a business/marketing perspective, because it reminds us that while making a profit is important, it is the people supporting us that are just as important, if not more.

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Zachary Bare
11/29/2022 11:11:54 pm

I enjoyed this article and found it to be encouraging as businesses are showing their gratitude towards people. Whether these people be employees, customers, or friends/family, they show that they are thankful for their support. With current economic status and recovering from a pandemic, it's good to see that businesses are getting back on track. It's good for businesses to keep making a strong relationship with consumers.

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Ethan Kiggins
11/30/2022 05:46:18 pm

This article was interesting to read. This is interesting to read because it shows how people are trying to help others when they are struggling to the increased taxes. As people how are fortunate, we need to be thankful for what we have and for what God has given to us. As we go through this season, it is important to try and help others if they are struggling and to remember how much God has done for us, so we can bless other people.

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Kaitlyn Naylor
12/1/2022 06:33:39 pm

I appreciate how Dr. Hagenbuch's included a diverse set of organizations and firms to gather an idea of what or, more specifically, who businesses are most thankful for. Although sometimes business owners can get caught up in being thankful for great sales or new products, it's nice to know that the people contributing to these successes are being recognized because without the people, there wouldn't be business. CEOs and presidents describing their thanksgiving is not only mindful marketing but it also boosts morale for employees who now feel appreciated and more motivated to work.

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Ethan C
12/1/2022 08:12:23 pm

I found this article to be really interesting and a good read. I think it's important for business to give thanks to their employees, customers, and other important individuals that are important to them. I also think that it's good that they give thanks for other things that they're thankful for as well. I enjoy reading about Messiah University and what KP says. I also enjoy reading about West Shore Chamber of Commerce and what they're thankful for.

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Joe A
12/1/2022 10:07:29 pm

I really liked the idea behind this article. It is enlightening to see that truly good companies exist where they appreciate their employees and their sacrifices. I also liked the insight on a variety of different company levels, and the inclusion of Kim Phipps response as well!

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Allison Fahrney
12/4/2022 10:55:01 am

This article was very encouraging. It is important to remain thankful for all that we have and all that God has given us on this earth. Each of these diverse organizations had a reason to be thankful, and each and every one of us do too.

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Kayla Amels
12/6/2022 04:19:05 pm

I personally found this article to be very heartwarming and encouraging. Where I live you often hear about small companies expressing their gratitude for their customers but you rarely hear about bigger companies expressing gratitude. I find gratitude to be an essential part of my individual life and often I wonder what it would look life for businesses to be more grateful. Will they have less stress about the unknown? Will they hold fast to the good things that have happened and learn to overcome the hardships faster? There is always something to be grateful for and it is awesome to hear these organizations to express their gratitude.

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Paige Miller
12/6/2022 05:37:45 pm

This article is very encouraging to readers. It points out the positive side of businesses and helps readers to view businesses in a different light. Most people view big businesses as cold and hearing about the things businesses are thankful for brings a positive light to people’s perspectives.

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Ryan Parise
12/7/2022 08:16:56 pm

I really enjoyed this article, I felt like it was reassuring to see what the main core values for businesses are in our area. Seeing all of the top people in their businesses focus on their relationships and employees first was very heartwarming. It was also very cool to see how KP feels about what she's grateful for.

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Haileigh Burget
12/8/2022 02:03:31 am

I think it’s awesome that local businesses show appreciation to their customers and employees. This article has proven that many of the small and local businesses are very thankful for their employees in general. I thought it was cool that KP was added in the mix of the article. Reading through what all of these local businesses are thankful for shows that the employees are the central part of most organizations.

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Colbie Mason
12/8/2022 09:40:19 am

This article is definitely needed. Not enough businesses are thanked, and I don't think businesses or business owners think they're employees enough, but that also can go the other way employees need to thank the businesses for everything they have done for them.

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Jonah Libby
12/8/2022 12:47:45 pm

This article was very good to read. It is nice to see organizations who have struggled in past years still have a lot of praise and gratefulness for their employees and customers.

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Ricardo R
2/7/2023 09:43:30 pm

History has given several examples of businesses who have failed to see the humanity of their work force. In today's age, where the cost of living is high and overall morale is low, it was refreshing to hear the testimonies of businesses who see their workforce as hard working individuals with their own lives, thanking them for the essential role they play in the success of a business.

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Zac Barbato
2/25/2024 03:26:44 pm

I appreciated the idea to look at the good and look for what these organizations are grateful for even amidst hard times. It was encouraging to hear the leaders of these organizations show gratitude to the employees as well as the customers. It can be difficult to focus on the gifts we have been given in difficult stretches of life but is refreshing to hear from these leaders who are doing exactly that.

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PH777 link
3/9/2024 03:29:47 am

In a world that can sometimes feel chaotic and uncertain, you remain a steadfast pillar of positivity, reminding us all that even amidst adversity, there is always beauty to be found. Your optimism is like a breath of fresh air, revitalizing spirits and instilling hope in the hearts of many.

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