If you are anything like my friends and I, you are quick to take note of companies that support charitable causes. Most of the time it makes us like the company and support them more often. The ‘99 Cone/Roper Cause Related Trends Report found that Americans solidly and consistently support cause-related activities and that companies see benefits to their brand’s reputation, image and bottom line. I personally know a few daily deal sites that have found further success by getting connected with and helping a cause.
There are a wide variety of causes, charities, and non-profits out there and many businesses use their Cause Marketing relationship as one of their USPs (Unique Selling Points), because the businesses who are doing it “right”, also see huge benefits and larger bottom lines.
It makes us all feel good when a business is able to help a greater cause, but there are no shortages of benefits received from running business for the greater good.
Companies can easily connect with others who are like minded and share the same passions. They become aligned with well known, loyal brands. Build compassionate customers who see beyond their products and services and share their vision. Their employees are more likely to be loyal and proud of their positions. There are potential tax benefits, the company becomes more “news worthy”, and customers are more likely to share information about the company with their friends.
There are thousands of organizations around the globe who are always actively seeking new partnerships and sponsors, and the first thing you need to decide is what cause you support. What are you personally passionate about? What change would you like to make in the world?
Is it animals, the environment, health related charities, or even politics? Maybe it’s education or disaster relief? Maybe your mission is to fight hunger or a very specific disease.
Once you have settled upon a cause that you feel a calling to help, do some online searches and list out the various non-profits and charities associated with your cause.
Major due diligence should be done on your part during the selection process.
I realize this sounds great, however, a large amount of small businesses are barely covering their base expenses and the thought of dishing out a percentage of your revenues sounds terrible. I’m not saying donate 25% of your revenues, but even small amounts could help. Patagonia pledges 1% of sales to the Planet.
Also, money is not the only thing that your company could bring to the table. Resources, time, clothes, supplies, and beyond can all be a huge help. Maybe your very own products and services could help out? Tom’s gives a pair of shoes to someone in need for every pair they sell.
Cause marketing can help people or animals in need. It can help educate the masses or clean up the environment. At the same time, it can prove that businesses and corporations can act in the interest of society; and in doing society reciprocates positively
What can your company do to make society and the world as we know it a better place (besides creating jobs, which we recognize is in and of itself a great feat)? As for our small business, we support theAmerican Foundation for Suicide Prevention.
The following is a guest post by Chris Powell. Chris is a team member of DailyDealBuilder.com, provider of daily deal software, solutions, and sales training.