The promotional products industry has an obligation to give back to the community and offer a hand up to those in need.

That was the message delivered during a special webinar hosted by PromoCares, an all-volunteer organization that works to advance social and environmental responsibility in the promo market. PromoCares recently raised more than $50,000 for Ukrainians in need through its #Ukraine4good campaign and sale of limited-edition T-shirts.

PromoCares hosted a “Compassion Over Competition” webinar. The panelists and moderators included (clockwise from top left): Dale Denham, PPAI; Mandi Rudd, Meg Erber and Karie Cowden, PromoCares; Jonathan Isaacson, Gemline; and Tim Andrews, ASI

The virtual session, held on April 25 and titled “Compassion Over Competition,” featured a panel comprised of Tim Andrews, president and CEO of ASI; Dale Denham, president and CEO of PPAI; and Jonathan Isaacson, CEO of Top 40 supplier Gemline (asi/56070). All three spoke about the various charitable initiatives their respective firms have been involved in, as well as the importance of the promo industry working together and being vocal about its philanthropy.

“The industry has made tremendous [charitable] progress over the past three or four years, and I think COVID sped that up,” said Andrews. “At ASI, we recently developed a revised mission plan focused on ‘we care’ that captures who we are.”

Denham noted PPAI has put a renewed effort into responsibility and sustainability. “It’s important to our industry,” he said. “‘Brandfill’ is dangerous for us, so we’ll be focused on sustainability and we’ll be loud about it.”

Gemline concentrates its charitable efforts primarily in education and healthcare, especially local health needs and those with special meaning for employees. The commitment to giving back also extends into the products it sells; the MiiR line of drinkware, for example, supports global clean water efforts.

Over the past 20 years, said Andrews, ASI has raised $2 million thanks to the generosity of its employees as well as the Cohn family, owners of the company. About half has gone to international causes, such as hurricane and tsunami relief, and the other half has been donated to local causes that employees are engaged in, such as professional wear drives for those seeking employment and luggage donations for kids in the foster system. ASI also donated one million meals to Feeding America during COVID.

“We look for unique ways to lift people up with dignity,” said Andrews.

“We look for unique ways to lift people up with dignity.” Tim Andrews, ASI

The webinar was moderated by a trio of PromoCares board members: Karie Cowden, president and founder of Connect the Dots Promotions; Mandi Rudd, owner of Brand Energy Marketing (asi/145223); and Meg Erber, an outside sales rep for Top 40 supplier S&S Activewear (asi/84358). The main reason for the webinar, and the concern at the forefront of everyone’s minds at the moment, is the growing humanitarian crisis in Ukraine. Gemline donated to the Children’s Emergency Fund to help kids impacted by the war there. “People often want to help, but much of the money and goods sent there will disappear,” said Isaacson. “Charities have to be vetted, especially the smaller ones. Use Charity Navigator to research different organizations.”

Isaacson referenced the work being done by John Lynch, owner of Krakow-based Lynka, which was purchased last year by Vantage Apparel (asi/93390). Lynch has spearheaded initiatives to make sure food and medical devices like pacemakers are still getting to people.

“There’s an infinite need,” said Isaacson. “Think about all the daily things we use. There are lots of good works to be done around the world. Ukraine is one place – there’s going to be a lot of need in a lot of places.”

“There are lots of good works to be done around the world. Ukraine is one place – there’s going to be a lot of need in a lot of places.” Jonathan Isaacson, Gemline

So far, ASI has raised almost $86,000 for Ukraine’s refugees, said Andrews. He expressed concern for two technology colleagues based in Ukraine with whom ASI has lost contact in recent weeks due to the war there. “We also have Ukrainian employees here with family and friends there,” said Andrews. “They’re in distress and we have resources for them.”

However, said Andrews, those companies committed to giving back need to be transparent about exactly where donations are going. “I worry about companies raising money through product sales but not being clear about what it’s going to,” he noted. “Research the claims that organizations make.”

The days are past when companies would quietly donate here and there; now, it’s important to promote philanthropic efforts and work together with competitors to do the most good. Denham cited the recent #Ukraine4good fundraiser – which brought together five suppliers in the industry to take care of T-shirt fulfillment – as an example of the industry collaborating to give back.

“The more we work together with our competitors, the better,” he said. “Once we work together, it’s easier to get people onboard. It helps others get behind the initiatives.”