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.
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?
Believe it or not, there are people out there who view businessmen as greedy and mean people taking money off of ordinary persons without any sign of concern towards that person. Another dismal reality is that there are a few business people whose crooked ways add more damage. This kind of thinking has led several consumers to believe that businesses exist only to make money and in return, do not trust them.
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.
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.
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.
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.
In so doing, you broaden the horizons of your customers, opening their eyes to opportunities to do good that they may not have come across on their own. There is a strong sense of gratitude created when the right person meets the right cause, and your company can be the catalyst for that meeting.
The focal point is no longer the business but the cause. This is great because when people feel good about buying something from you, they become loyal patrons.
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?
Believe it or not, there are people out there who view businessmen as greedy and mean people taking money off of ordinary persons without any sign of concern towards that person. Another dismal reality is that there are a few business people whose crooked ways add more damage. This kind of thinking has led several consumers to believe that businesses exist only to make money and in return, do not trust them.
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.
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.
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.
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.
In so doing, you broaden the horizons of your customers, opening their eyes to opportunities to do good that they may not have come across on their own. There is a strong sense of gratitude created when the right person meets the right cause, and your company can be the catalyst for that meeting.
The focal point is no longer the business but the cause. This is great because when people feel good about buying something from you, they become loyal patrons.
About the Author:
Sebastian Troup likes blogging about philanthropic solutions for businesses and non profit organizations. To get further details about the importance of company charitable giving programs, or to discover the Top 5 employee giving campaign ideas, please go to the Truist.com site now.
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