In the age of social good becoming more prominent among startups and more established companies alike, it’s fair to assume that some of the organizational bodies may face some trouble in terms of integrating a social cause or charity into their business.
According to a study conducted by the Cone Communications Social Impact Study, a statistic stated that around 89% of Americans surveyed said they would rather buy products from a brand that is more solidly aligned with a specific philanthropic cause than one that is solely profit seeking. Corporate responsibility may be a trend or a fad, but companies across the country are changing strategy in the direction of keeping their customers and stakeholders content through pertinent social good.
Therefore, it is vital to carefully choose a cause that promotes social good which is not only related to your company’s mission, but also simultaneously improves your brand image and is related to the varied interests of your stakeholders. Granted this can be an intimidating task to undertake, especially if your company’s history is on the newer side, delving deeper into some thorough self-evaluation never really hurt anyone. Below are some tips that will guide your brand through this process.
Plan of Action
Finding a pertinent cause that is easily relatable and commonsensical for the company is the foundation or basically the glue that will help build your brand up in multiple ways. A fundamental way to do this is to first assess if whatever cause you choose has the potential of being a stable, long-term approach a few years from when you’re company is currently.
For example, if your brand’s mission statement is to improve wireless technology, a logical transition would be to pair up with a domestic or international non-profit to provide wifi to undeserving neighborhoods. If the brand choose to help locally, you can framed this social cause by emphasizing the community around you instead of the global scale if that works better for your employees or stakeholders.
Further engaging employees to maintain interest for the cause throughout the year is essential for the charitable campaign to not lose steam after the New Year. Another company run policy that could effectively help both employee engagement and the social cause at hand is to incentify philanthropy by designating PTO days for the sole purpose of volunteering.
Taking the campaign slowly is important in terms of keeping a solid donation or volunteer base, while simultaneously coming to terms with how much your company can undertake during the process. Maintaining level headed realism is an important way to manage expectations about the overall success or growth of a campaign without ending up disappointed if things didn’t work out as well as initially planned. Strengths and weakness are constantly changing, so keep in mind that easily adapting to various situations at hand is the ultimate way to succeed when integrating a charity into your brand’s mission. Please have a look at this link for more ways to integrate a charity into your brand.