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.
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.
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.
As a business, one way of dispelling this kind of thinking is by actively promoting your volunteering campaigns and other humanistic activities that helps the less fortunate. When done properly, giant corporations won't appear selfish and greedy.
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.
When you help a certain cause, you are not only helping the charity but also enable your customers to extend their help through you. Customers can view their patronage to your business as an indirect way of supporting a cause they believe in whenever you share the fact that you contribute to a non-profit. Their business with you has become a part of something worthwhile and this is reason enough for them to choose you over the competition.
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.
With this, the spotlight is shifted away from your company and unto the cause. You can get the support you needed for the cause and your customers feel happy that they have made a small contribution; it's a win-win situation for all.
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.
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.
As a business, one way of dispelling this kind of thinking is by actively promoting your volunteering campaigns and other humanistic activities that helps the less fortunate. When done properly, giant corporations won't appear selfish and greedy.
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.
When you help a certain cause, you are not only helping the charity but also enable your customers to extend their help through you. Customers can view their patronage to your business as an indirect way of supporting a cause they believe in whenever you share the fact that you contribute to a non-profit. Their business with you has become a part of something worthwhile and this is reason enough for them to choose you over the competition.
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.
With this, the spotlight is shifted away from your company and unto the cause. You can get the support you needed for the cause and your customers feel happy that they have made a small contribution; it's a win-win situation for all.
About the Author:
Sebastian Troup likes blogging about philanthropic solutions for businesses and non profit organizations. For further information about the importance of company charitable giving programs, or to find the Top 5 employee giving campaign ideas, please go to the Truist.com website today.
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