When the World Trade Center in New York was attacked,
many business people didn't know quite how to react.
Sadly, we had never seen a disaster on this level.
How should we respond? Should we close our doors in
mourning? Or should we put our heads down and keep on
plugging in the face of terrible sadness and adversity.
Within a few days, after business owners had heard from
their customers, most figured out the best way to respond.
Businesses everywhere expressed their grief and
condolences, then directed customers to consider
contributing to a relief agency.
While customers might have felt a business that didn't
acknowledge events was being uncaring, most appreciated
seeing a statement of condolences on a web site, a line in an
ad, or a sign on a store.
But that alone isn't enough. Customers want to know you
are doing your part to help the situation. Working with a
non-profit is an excellent way to do this.
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