Cause marketing is a strategy which is often used by companies to attract consumers to their products, and with good reason. According to a recent corporate social responsibility study by Cone Communications about 92 percent of consumers, if given the opportunity, would buy a product with social and/or environmental benefit and 84 percent of global consumers would tell friends and family about a company's CSR efforts
Using cause marketing to bring the company's efforts to the customers is a good but a well planned and executed campaign will not only benefit consumers. These types of campaigns can reach even farther. Consider the following data as examples of how effective cause marketing can be.
According to a study from Rutgers University, 53 percent of workers and 72 percent of students say a job where they can make an impact is very important or essential to their happiness, with the students ranking it third in overall importance and only 1% behind marriage. Taleo Research shows that increasing the engagement level in a 10,000-person organization by 5% can boost profits by an estimated $40+ million.
Improving the engagement of your workers at every level of your organization should be one of the goals of the cause marketing campaign from its inception. This is done by discussing the business strategy and the range of potential causes that will come with this strategy, and from there, produce a decision making framework where everybody can participate and also support.
It's impossible to settle on the perfect philanthropic solution that every employee can comfortably participate in. Get creative during the planning process and determine a few different giving options the company can offer in support of a cause.
A creative option can be donating a percentage of company profits to a local homeless shelter that the company supports, and this can be a good example. Automatic deduction donations made by employees through payroll deductions can provide an easy way to give. Two employees spending half of their day at work working at the shelter each week can also be arranged by the company.
In addition these ideas, you could organize a company-sponsored 5K run to raise money for the shelter. Other options include donating company gift certificates as prizes for the shelter's annual silent auction or offering special prizes to employees who volunteer at the shelter on their own time.
An employee can get committed when he is empowered. He may also want to share the cause he is into, and this is only natural. There is the natural desire to share experiences and this is through the social networks, of which it is more popular than ever before. Encouraging employees to share information about the company's cause marketing activities can be done, using outlets such as Facebook, Twitter or Instagram.
Lead by example by giving the cause marketing campaign heavy exposure on the corporate social channels, including offering specific employee recognitions that they'll be thrilled to share through their own networks.
Employee engagement can be quickly improved and results immediately acquired, but it can also be fast in disappearing. You have to make sure that your cause marketing and engagement plans for employees are not just a fad.
Maintaining employee engagement over the long term is far more effective as it encourages a loyal, knowledgeable and long-standing workforce that continues to increase in productivity and effectiveness. People who have been at a company for a long time tend to have better relationships with their co-workers, foster more collaboration within teams, and have a better chance of bringing new hires into the engaged fold as well.
Using cause marketing to bring the company's efforts to the customers is a good but a well planned and executed campaign will not only benefit consumers. These types of campaigns can reach even farther. Consider the following data as examples of how effective cause marketing can be.
According to a study from Rutgers University, 53 percent of workers and 72 percent of students say a job where they can make an impact is very important or essential to their happiness, with the students ranking it third in overall importance and only 1% behind marriage. Taleo Research shows that increasing the engagement level in a 10,000-person organization by 5% can boost profits by an estimated $40+ million.
Improving the engagement of your workers at every level of your organization should be one of the goals of the cause marketing campaign from its inception. This is done by discussing the business strategy and the range of potential causes that will come with this strategy, and from there, produce a decision making framework where everybody can participate and also support.
It's impossible to settle on the perfect philanthropic solution that every employee can comfortably participate in. Get creative during the planning process and determine a few different giving options the company can offer in support of a cause.
A creative option can be donating a percentage of company profits to a local homeless shelter that the company supports, and this can be a good example. Automatic deduction donations made by employees through payroll deductions can provide an easy way to give. Two employees spending half of their day at work working at the shelter each week can also be arranged by the company.
In addition these ideas, you could organize a company-sponsored 5K run to raise money for the shelter. Other options include donating company gift certificates as prizes for the shelter's annual silent auction or offering special prizes to employees who volunteer at the shelter on their own time.
An employee can get committed when he is empowered. He may also want to share the cause he is into, and this is only natural. There is the natural desire to share experiences and this is through the social networks, of which it is more popular than ever before. Encouraging employees to share information about the company's cause marketing activities can be done, using outlets such as Facebook, Twitter or Instagram.
Lead by example by giving the cause marketing campaign heavy exposure on the corporate social channels, including offering specific employee recognitions that they'll be thrilled to share through their own networks.
Employee engagement can be quickly improved and results immediately acquired, but it can also be fast in disappearing. You have to make sure that your cause marketing and engagement plans for employees are not just a fad.
Maintaining employee engagement over the long term is far more effective as it encourages a loyal, knowledgeable and long-standing workforce that continues to increase in productivity and effectiveness. People who have been at a company for a long time tend to have better relationships with their co-workers, foster more collaboration within teams, and have a better chance of bringing new hires into the engaged fold as well.
About the Author:
Sebastian Troup likes blogging about philanthropic solutions for businesses and non profit organizations. For more examples of corporate social responsibility, or to find help setting up a corporate charitable giving program, please go to the Truist site now.
0 comments:
Post a Comment