Learning Series | How Companies Can Respond to Natural Disasters

Summary: We lay out how your company and employees can respond to natural disasters in a thoughtful and impactful way!

Transcript:

Andy - WeHero: Well, Ben, thanks for joining us again. Look forward to look forward to chatting today.

Ben - WeHero: Best way to spend the lunch hour on Tuesday by far.

Andy - WeHero: Exactly. Well unfortunately we're living in a pretty crazy world right now. There was just a massive earthquake in Haiti as well as wildfires around the world, everything from the west coast of California and as well as in Turkey, Greece, and seemingly every continent part from Antarctica at this point, unfortunately. And you know, I wish we could solve all these problems, but there they're hard problems to solve. And I guess the goal of today's conversation is, you know, helping companies think about out how they can respond when these things happen. You know, we hear time and time again from, you know, our customers and people in the industry, what should we be doing? You know, we wanna help our employees wanna help. And I think it's a hard thing to wrap your head around. And so I'm hoping today we can chat and understand what are some different ways of attacking this and trying to help in these causes.

Ben - WeHero: Yeah, absolutely. We can start a number of different areas. Think one area that we could start talking about Andy is just, you know, immediate impact versus long term impact. So I think, you know, when a natural disaster like that occurs, you know, it's just a natural human instinct to wanna lend a helping hand. And I think we, we lean quickly into that immediate impact. What would we do right now to make an impact on the ground, which is great. And oftentimes that's really needed. I think the other scenario that we have a lot of companies thinking about is like, what can we do to make a long term impact? And maybe we are already doing things to make a difference. So for example, when we look at wildfires, but one of the major drivers of wildfires right now has, has been change.

Ben - WeHero: And so there are companies that may be making steps or, or implementing programs right now to do their part in regards to how do we alleviate the climate change that is occurring. And so I think it's, it's a big question in regards to where do we want to put our mark? Is that a high, are we doing a long term impact focus where we're doing in media impact, both are gray. We can make cases for both directions, but I think that's one of the first questions that we would have for companies is like, where are you trying to like, make that mark, I'm curious if you have any thoughts around that we can dive into any one of those channels.

Andy - WeHero: Well, I think that's a good way to bifurcate the conversation, immediate impact first long term impact. Although I would say one of our big okay, is always to make sure those are aligned you, you know, and, and I think something we've seen time and time again, is companies wanna jump in, provide impact and they leave and, and where we think most of the impact has had for the people and places that need our help are where there's the short term impact. And then the long term impact continues because we may it about the Haitian earthquake in six to nine months, but they are not gonna be forgetting it on the ground and there is going to be serious help needed there. And so obviously combining both is the ideal, but maybe let's jump towards the short term impact, you know, how would you focus on, and let's just pick the wildfires as one H how would you think about supporting those? If you were a company, if your employees were saying, Hey, we work in California, this is our backyard. We think the company should be helping. We want wanna help. What would you suggest in that situation?

Ben - WeHero: Yeah, I think, you know, it comes down to a lot of what you and I talk about is like identifying the right organizations, right? So when we look at fires as an example, there's immediate fire response, which is like supporting firefighters, the struggles that they're currently having in those challenges, what can we do there? And then the response after those fires are closed out. And so that's maybe prepping the land, reinforcing the land so on and so forth. Also, you know, we look at like with fires, like indigenous practices now are there indigenous tribes that we can support indigenous practices, we can support an organizations. And with each one of those, for that immediate response organizations are critical. Right? And so it's again to you. And I always saying this over and over again, how do we vet really good organizations cuz you're right.

Ben - WeHero: Like with the Haiti example, even nonprofits sometimes unfortunately they're on the ground. They respond quickly, which is wonderful, but then they're out. And then those problems are still felt for months, years, so on and so forth. And we forget about 'em so often too. And so nonprofit vetting and understanding how nonprofits are actually on the ground working and what their plan is for that disaster is really critical because if you are investing all this time and energy, supporting a cause and a nonprofit only to find that they're not gonna be making and an impact, not immediately, but also in the long term, it could be really challenging. And so to any company, that's looking to make a difference. Understanding the nonprofit organizations on the ground is really critical. We hear what does a lot of that work, so we help a lot of companies do that work. And then it's again going, okay, now that we've identified these great profit organizations that are currently responding, what are their needs and what are their challenges? Last thing we want is employees doing any kind of busy work? And last thing we want is any employees doing fundraising and donating funds are doing matching programs for our, a nonprofit that's not maximizing impact. So understanding those gaps and challenges that nonprofits have are really key. And I can give some examples of that as well.

Andy - WeHero: No, I think the two things that I took out from there and, you know, I think we fundamentally agree is you wanna give the immediate impact, but it's far better to take a little bit of time reflect on the situation, find out who's really making the impact because when a natural disaster happens or wildfire, you, you know, the nonprofits need to react and need to figure out how they help in this situation. So that takes time. And then you need to find out which ones are doing the most impact. And I think back to this example, I believe it was the campfire. Recently in California, two years ago, three years ago, where all the houses were burned. And so people were flooding the area with support and things for these people, but there was too much stuff for the individuals. And so everyone was donating to these nonprofits who were supplying the immediate after effects, you know, clothes for the families that had lost everything, but the families just had much stuff and they had nowhere to go. And so in that situation, it's actually best to help them with temporary housing rather than the immediate things, backpacks, all of those things. And so every situation's different and funneling it to the right nonprofit, who's actually delivering impact is super important. And so I, that's what I really took away from your message there.

Ben - WeHero: And let's double click on something you just said, which is like, I think, I think it's totally okay to take the time to respond in the right way. I think there's such an urgency, right? When a natural disaster occurs and it, and a, a big drive with that is your employees, right? Your employees are going, oh, we need to do something. And that's really challenging because you wanna make sure you're taking the time to understand, or the need is your example of the paradise fire taking place. The campfire is, is spot on the sense that like people are having these reflex reactions and donating stuff. That's just unnecessary. Like I was on the ground when those fires were taking place, doing some of the volunteering and these, these families were just like, we don't need any of this stuff. Like we are already have those things. And so, and unfortunately a huge amount of waste is produced as a byproduct, which is just really sad. And so I think just taking the time to understand the data, to understand how you can best respond as a company with your resources is totally okay and encouraged. And I have that myself. I have personal stories where I just wanna respond just cuz I have an urge and it's tough sometimes to pump the brakes and go, let's let this see what's happened. See where the need is, see where the gaps are and then respond.

Andy - WeHero: Yeah. And I think, you know, people wanna help out right away. And there's certain momentum behind that and we've seen some, some companies start one donations, but also employee fundraising, two funds that they have not decided where they're allocated to. Right. And so we could have a Haitian earthquake fund and say, Hey, you know, please start donating. We're gonna pick the next, not best nonprofits over the next two to three weeks and then we'll be donating the funds. So there's nothing wrong with capturing that excitement, that momentum for impact, but just being a little more are thoughtful about the impact. I think it's the message you're you're saying.

Ben - WeHero: Yep. And the fund idea is a great idea. Rather than doing, you know, a matching program or a grant program right out the gate, like just having a fund and then deciding where the, that fund could be distributed is, is really key. Cause oftentimes, you know, these, to our point, there's so much, see these people are getting so much help right out the gate. It's the few months after that they're really struggling. Like with that para we're gonna keep using the paradise fire. It was, it was the few months after where people were really struggling, that support all dissipated. They were really struggling with housing. A lot of 'em lost their jobs. And so like that's where there were huge challenges. And so I think that's really, really key to note on.

Andy - WeHero: Yeah. And, and so now that's pivot to the long term support. So how do companies, you know, take the Haitian earthquake or the you the wildfires and how do they do long term changes and continue the excitement and the dedication around those causes when you know, it might not be as recent in the news.

Ben - WeHero: Yeah, I think I always like understanding what are underlying drivers of why the natural disaster occurred in the first place and when the natural disaster does occur, what do we think are gonna be the long term impacts to that culture, to that community, to that society as a result with the Haiti or earthquake, you know, they continue to just to be hit over and over again with earthquakes and national disasters. And so what is a long term response that could be done to better prepare these communities, this country, to respond disasters in that kind of increased capacity is something to really look at. And so again, you know, with the fires underlying drivers, doing what you can as a company to work against climate change really critical. I think that's something that's really powerful and go very long ways. And then on the flip side to that, what are gonna be the, the areas that we can help in long term with the Haiti example, it's, it's looking at, how can we support the governments, the nonprofits that are exist in Haiti, that aren't just helicoptering in doing a quick rescue coming out.

Ben - WeHero: That's how companies can think about a lot of long term and I think long term campaigns like we are Haiti and stuff like that, where these are ongoing, you know, multi months, sometime year long campaigns to support a country that is in substantial need or a community that's in substantial need can go really long ways. Employees can really rally behind that as well. And so I'm curious if you have any ideas as well, Andy, around that and just, but just kind of how I break down and think about it.

Andy - WeHero: Yeah. I think, you know, there's a few ways to think long term, how long term are we talking here? Think over the last couple years we've seen a lot of companies fundamentally shift their business model from an environmental standpoint. So they're a better positioned to help these things in the long run, right? That that's multiyear probably multi, you know, probably 20, 30 years to, to really societal change. But I think when we think long term, I's think a year to two years, you know, for the change really to happen in Haiti, for example, you have to continue supporting, you need to change how you're supporting, right? You need the immediate response, then you need the education and the changes then you need to follow through on that. And, and I think that takes long time and you know, some of the best companies that we see who are incredible at this, they realize how big of an emotion component this is for, with your employees.

Andy - WeHero: And the key way is to continue telling the story. The reason we're captured by this is because it's in the front page of the New York times on CNN, on wall street journal. And we're, we're seeing the images and the pictures and the stories, and to really continue that you need to show the stories and how they continue over the next few years and, and companies, you know, who do this well. And folks on a long term impact are really good at this and really good at telling that story and continuing to, to keep the excitement of people to help here. That's what makes makes difference and continues, getting people, you know, excited to deliver impact. Yeah,

Ben - WeHero: And I think companies don't have to go at it along with that long term impact strategy, right? I love seeing nonprofits that collect a number of different companies to be that support mechanism. So I mean, you, as one company can only do so much, but you with 10 other companies that are investing in this community, investing in this challenge, I think that's really powerful. You get a lot of leverage. And so look for those opportunities as a company, when you're responding in a very long term fashion, look for those opportunities where you're not going at it alone, you're working with great partners. I think that can lead you to a lot of success.

Andy - WeHero: You no agree any last minute thoughts on immediate responses to disasters and long-term responses and how you would handle the situation at a company.

Ben - WeHero: I think just the, the, the tips that we've covered, but just to highlight them once again is just understanding if you're gonna look to make an immediate impact or a long-term impact, pump the brakes, do the data analysis and understand where you can maximize impact with your resources as a company. I know there's that urgency to get out there right away, but you'll make such a, an increased impact if you just take the time to do the research and understand where the gaps are and respond in that fashion. So think about that. As well as, you know, as always in all of your employees, I mean these employees of yours, they're gonna be incredibly passionate about responding. They probably have great ideas. They probably have nonprofit organizations that they've done their research on. So involving your employees and making them be part of your division, that's responding really critical and creates that engagement across the company that thinks just really powerful. So it's just some thoughts that we've surfaced throughout the, this, all that we just wanna highlight for people, Andy, any others that we think we should double click on for folks?

Andy - WeHero: No, I, I love it. I love everything you said. I mean, it's all complicated problems and no easy way to, to, to choose the right response. But I think taking a a measured, thoughtful approach, the short term and long term is the best thing.

Ben - WeHero: Yeah, absolutely. Well, we're here to help if anybody needs help, this is what we love doing. So please reach out to us. We'd love to talk to you.

Andy - WeHero: Yeah. Well, thanks, Ben. Appreciate it. And go enjoy the rest of your Tuesday lunch.

Ben - WeHero: Well, do the quinoa is calling me, so talk to everybody later.

Andy - WeHero: Thank you.