Deciding on which company to transact with was relatively easy in the past. Because there were not so many brands available, you can decide which company to conduct business with by selecting the establishment more convenient for you or the one who has been around for quite some time now. But with the changes in technology that eliminated the transportation and communication boundaries, people have begun to see how new companies can compete against preceding businesses. Picking a company has become tedious all of a sudden.
Nothing is constant in this world and this has made it challenging for businesses to stand out from the rest of the competition. However, it is not entirely unimaginable. One of the things that can make a business stand out in the eyes of the consumers is how they contribute in lifting the public spirit. Consumers like it when they see a company as a humanistic organization that does their part in making things better for the less fortunate.
This gave rise to the cause marketing movement wherein businesses share their social programs such as supporting for a charity with the purpose of captivating customers. Many companies have adopted such strategy one might think why has it become important to consumers?
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.
Your company's philanthropic program is a way of empowering your customers by acting as a medium for them to help others. When you inform them that part of your profits are being shared to a good cause they also want to support, they see every transaction done with you as a way to give back while still getting something they need. This gives them a good excuse to choose your company over other businesses.
To inform people about your giving projects, this should be included in your overall marketing plan. You will be surprised on how social consciousness can impact your marketing.
Through your educational campaigns, you open the minds of the consumers on opportunities to help that they would otherwise have not known. Your company's corporate social responsibility initiative can serve as stimuli for other people to act.
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.
Nothing is constant in this world and this has made it challenging for businesses to stand out from the rest of the competition. However, it is not entirely unimaginable. One of the things that can make a business stand out in the eyes of the consumers is how they contribute in lifting the public spirit. Consumers like it when they see a company as a humanistic organization that does their part in making things better for the less fortunate.
This gave rise to the cause marketing movement wherein businesses share their social programs such as supporting for a charity with the purpose of captivating customers. Many companies have adopted such strategy one might think why has it become important to consumers?
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.
Your company's philanthropic program is a way of empowering your customers by acting as a medium for them to help others. When you inform them that part of your profits are being shared to a good cause they also want to support, they see every transaction done with you as a way to give back while still getting something they need. This gives them a good excuse to choose your company over other businesses.
To inform people about your giving projects, this should be included in your overall marketing plan. You will be surprised on how social consciousness can impact your marketing.
Through your educational campaigns, you open the minds of the consumers on opportunities to help that they would otherwise have not known. Your company's corporate social responsibility initiative can serve as stimuli for other people to act.
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. To get further information about the importance of company charitable giving programs, or to discover the Top 5 employee giving campaign ideas, please check out the Truist.com website today.
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