The decision to stop funding Charities which are under Federal or state investigations, by Susan G Komen Foundation (SK), is having catastrophic effects on its image. The key “victim” in this story is Planned Parenthood (PP), which is being seen as the victim of a political vendetta by the pro-life lobby.
Social media is abuzz with news of this decision.
“I am very disappointed to hear that the Komen organization is withdrawing support from Planned Parenthood. It is sad that an organization which is seemingly dedicated to women's health would make a shortsighted and mean spirited decision to withdraw support from and organization which provides healthcare for large numbers of poor women. I will be encouraging my friends (male and female) to express their feelings as well and withdraw our support from Komen. Shame on those who have made this decision,” is just one example of a post on SK’s website.
While the founder and CEO of SK has come up with a YouTube video response explaining its side of the story, I believe the tide is turning against SK.
To its defense, SK has a YouTube video with Susan Brinker, Founder and CEO of Susan Komen Foundation pointing out : “Donor dollars make the biggest impact possible. Since 2010, we started review of our policies and procedures of evaluation.” She goes on to explain that current grants are not impacted, and that no particular non-profit is being targeted for any political reason.
PP supporters see this as McCarthyism, in a different context.
The political establishment seems to be rallying behind PP, which is seen as the victim here, and is receiving unprecedented support – both in real life and on social media. With 26 Democrats writing a letter to SK’s CEO and New York’s Mayor Bloomberg announcing a personal donation of $ 250,000 from his personal wealth, the reaction is sharp and immediate.
What should SK do ?
Blame it on the political climate or bad communications strategy, one thing is clear : unless SK’s strategic team does something to salvage this situation quickly, they are going to lose a lot of their supporters, for what may perhaps be a legitimate procedural decision.
While their PR team seems to be working hard to explain their side of the story, what they need to be additionally doing is “monitoring” the news and how the story is developing.
Unfortunately for them, it is shaping up in a very negative way, which may actually damage their long-term supporters as well as their political base.
Purely from a communications perspective, the damage must be contained, before it gets any uglier.
Right now, SK's decision to re-engage with PP is nothing but a wise decision to win back some of the moral high ground that they occupied.
SK’s loss may as well become PP’s gain, in the long run.
