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.
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.
Showing signals of social responsibility by supporting a good cause helps in changing the mean and greedy businessman stereotype. When giant corporations have been victorious in showing people especially in their local communities that they do care, they don't appear as bad.
A lot of ordinary people want to help non-profit organizations and charitable institutions but does not have the means to do so. A few of these people know someone who can greatly benefit from the said organizations so they feel truly grateful if they find another way to help.
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.
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.
Showing signals of social responsibility by supporting a good cause helps in changing the mean and greedy businessman stereotype. When giant corporations have been victorious in showing people especially in their local communities that they do care, they don't appear as bad.
A lot of ordinary people want to help non-profit organizations and charitable institutions but does not have the means to do so. A few of these people know someone who can greatly benefit from the said organizations so they feel truly grateful if they find another way to help.
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.
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. For 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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