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.
Hence, cause marketing - the promotion of corporate philanthropy and volunteering programs - has become a valuable means of reaching and engaging customers the world over. But why does cause marketing matter to your customers?
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.
There is a good number out of your current customers that are interested in supporting a charity but many not have the financial capabilities to do so. Plenty of them may even have families and close friends who will be helped greatly by the charity so they look for other means to show their support.
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.
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.
Hence, cause marketing - the promotion of corporate philanthropy and volunteering programs - has become a valuable means of reaching and engaging customers the world over. But why does cause marketing matter to your customers?
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.
There is a good number out of your current customers that are interested in supporting a charity but many not have the financial capabilities to do so. Plenty of them may even have families and close friends who will be helped greatly by the charity so they look for other means to show their support.
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 blogging about philanthropic solutions for businesses and non profit organizations. To get further details about the importance of company charitable giving programs, or to find the Top 5 employee giving campaign ideas, please check out the Truist.com site today.