It used to be a simple decision for a consumer to choose which company to do business with. There were a lot fewer brands out there to pick from and customers would choose based on which company was closer to them or which one was in business the longest. But now, advances in transportation and communications have reduced the distance barrier, and consumers have learned that a lean start-up can bring a killer product to market in record time and compete head-to-head with century-old companies. The choice is not so simple anymore.
In today's ever-changing business environment, it has become increasingly difficult for companies to differentiate themselves in the eyes of the consumer. But it's not impossible. One differentiating factor that has grown in importance in recent years is a company's attitude towards social responsibility. Consumers truly do care about what a company does to make the world a better place.
Promoting a business giving project or philanthropic initiatives has become essential in connecting and alluring customers. Marketing your cause is now of utmost importance but what is its significance?
Unfortunately, many people cling to old stereotypes about the ultra-rich barons of big business who strive to make more and more money off the "little guy", with no concern for his well-being. Equally sad are the few but disturbing examples of business leaders whose unethical and illegal behavior add fuel to that fire. This "us-and-them" mentality leads many average consumers to mistrust big corporations and to assume companies are only in business to make money.
So, when a company is able to successfully market the fact that they are actually concerned about their local communities and solving problems for people, even investing significant amounts of money into doing so, it offers an impressive counterargument. Suddenly, the big companies don't seem so selfish anymore.
A significant number of your customers may not be in a position financially to give much if anything to charity, even though they would like to do so. Many of them know loved ones or friends who can directly benefit from the efforts of non-profit organizations and research funds that they would like to support somehow.
Corporate giving programs allow you to help your customers help others. When you promote the fact that your company contributes time and resources to a cause they believe in, they can view their purchase of your products or services as a means of giving back while obtaining something of value they would have paid for anyway. Their purchase allows them a chance to be part of something bigger, and it gives them a compelling reason to choose your product over a competitor's.
A well-planned and executed cause marketing program can provide education and encouragement to people who may otherwise have never heard of the cause you are supporting. Corporate social responsibility initiatives can be some of the best promotional opportunities available for nonprofits doing important work.
By actively telling people about the cause, you open the door for others to also do their share in making betterment to the world. Your company can be the way for people to find the right cause for them which can be a really good feeling.
That way, the focus is on the cause, not the company. The cause gets the support they need, the customer feels good about their purchase, your company gains a loyal customer, and everybody wins.
In today's ever-changing business environment, it has become increasingly difficult for companies to differentiate themselves in the eyes of the consumer. But it's not impossible. One differentiating factor that has grown in importance in recent years is a company's attitude towards social responsibility. Consumers truly do care about what a company does to make the world a better place.
Promoting a business giving project or philanthropic initiatives has become essential in connecting and alluring customers. Marketing your cause is now of utmost importance but what is its significance?
Unfortunately, many people cling to old stereotypes about the ultra-rich barons of big business who strive to make more and more money off the "little guy", with no concern for his well-being. Equally sad are the few but disturbing examples of business leaders whose unethical and illegal behavior add fuel to that fire. This "us-and-them" mentality leads many average consumers to mistrust big corporations and to assume companies are only in business to make money.
So, when a company is able to successfully market the fact that they are actually concerned about their local communities and solving problems for people, even investing significant amounts of money into doing so, it offers an impressive counterargument. Suddenly, the big companies don't seem so selfish anymore.
A significant number of your customers may not be in a position financially to give much if anything to charity, even though they would like to do so. Many of them know loved ones or friends who can directly benefit from the efforts of non-profit organizations and research funds that they would like to support somehow.
Corporate giving programs allow you to help your customers help others. When you promote the fact that your company contributes time and resources to a cause they believe in, they can view their purchase of your products or services as a means of giving back while obtaining something of value they would have paid for anyway. Their purchase allows them a chance to be part of something bigger, and it gives them a compelling reason to choose your product over a competitor's.
A well-planned and executed cause marketing program can provide education and encouragement to people who may otherwise have never heard of the cause you are supporting. Corporate social responsibility initiatives can be some of the best promotional opportunities available for nonprofits doing important work.
By actively telling people about the cause, you open the door for others to also do their share in making betterment to the world. Your company can be the way for people to find the right cause for them which can be a really good feeling.
That way, the focus is on the cause, not the company. The cause gets the support they need, the customer feels good about their purchase, your company gains a loyal customer, and everybody wins.
About the Author:
Sebastian Troup enjoys writing about philanthropic solutions for businesses and non profit organizations. For further details about the importance of company charitable giving programs, or to discover the Top 5 employee giving campaign ideas, please go to the Truist.com site today.
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