How Businesses Can Effectively Engage in Disaster Relief

Introduction

In recent years, the frequency and severity of natural disasters have been on the rise, causing significant loss of life and economic damage. Asa result, there is a growing need for businesses to get involved in disaster relief efforts. This blog post explores the different approaches businesses can take to effectively engage in disaster relief, based on a comprehensive study conducted by Irit Alony, Debbie Haski-Leventhal, and Akriti Mehra.

The Importance of Business Involvement in Disaster Relief

Disaster relief requires urgent, multifaceted, and time-sensitive activities. Effective disaster response necessitates the involvement of businesses alongside governmental and non-governmental organizations (NGOs). Businesses can offer expertise, resources, and networks to assist significantly with disaster relief, making their involvement crucial to effective response.

The MATE Model

The study introduces the MATE Model, which integrates two disaster relief frameworks (activities and timing) into two corporate social responsibility (CSR) frameworks (motivation and employee engagement). The MATE Model consists of four dimensions: motivation, activities, timing, and employee engagement. These dimensions are examined in a qualitative study with 57interviewees across 34 organizations in Australia.

Three Approaches to Business Involvement in Disaster Relief

The study categorizes business involvement in disaster relief into three approaches: reactive, relational, and comprehensive.

1.    Reactive Approach

The reactive approach is characterized by instrumental motivation, activities mainly during the disaster response phase, and transactional employee engagement. Companies with this approach focus on addressing the immediate loss of company assets and supporting affected employees and customers.

2.    Relational Approach

The relational approach involves mutual benefit, utilizing core competencies and assets to support multiple stakeholder groups, including affected communities and other disaster relief organizations. Companies with this approach engage in strategic activities and relational employee engagement, aligning their brand and core competencies to maximize outcomes for all stakeholders.

3.    Comprehensive Approach

The comprehensive approach is driven by moral motivation. It involves proactive collaborations with all stakeholders to develop a thorough and systematic disaster response across all four stages: preparedness, prevention, response, and recovery. Companies with this approach engage in developmental employee engagement, creating a win-win scenario for both the organization and its employees.

Conclusion

Business involvement in disaster relief is essential for effective response and recovery. By adopting the MATE Model and understanding the different approaches to disaster relief, companies can enhance their engagement and make a significant impact. Whether through reactive, relational, or comprehensive approaches, businesses have the potential to contribute greatly to disaster relief efforts and support affected communities.

Acknowledgments

This study was undertaken as part of the MGSM CSR PartnershipNetwork and supported by Johnson & Johnson’s Family of Companies inAustralia. The authors would like to thank all participating companies andmember organizations for their contributions to this research.

Alony, I., Haski, L. D., & Mehra, A. (2024).Motivations, activities, timing, and employee engagement: three approaches tobusiness involvement in disasters. Disasters, 48(3), 1–34. https://doi-org/10.1111/disa.12617