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
Those are powerful statistics in favor of establishing a strategic corporate giving program and using cause marketing to bring it to your customer base. But consumers aren't the only group that can benefit from and appreciate a well-executed cause marketing campaign. Consider these statistics:
A job where employees can make a very good impact is important to the employees happiness, and a study from Rutgers University found that more than 50 percent of workers and more than 70 percent of students agree that a meaningful job is highly important, ranking third in importance and only slightly less important than marriage. When the engagement level of a workplace with 10,000 employees is increased by a mere 5 percent, the estimated profits can increase by as much as $40 million, according to one recent study.
The best way to create employee engagement through cause marketing is to involve employees from every level of the organization right from the beginning. Discuss the business strategy and outline a range of potential causes that fall in line with it, and then create a framework for making a decision that everyone can take part in and fully 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.
For instance, perhaps you wish to support the local homeless shelter. Of course, the company can donate portion of its profits to help out, but you also can provide a payroll deduction option for employees to make monetary giving extremely easy. In addition, you can provide paid work time for employees to volunteer at the shelter. You might designate one half-day each week and send two or three employees to the shelter.
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.
While employee engagement can be improved quickly and can yield nearly immediate results, it can disappear just as fast. Make sure that your cause marketing and employee engagement plans aren't just a passing fad.
The goal is a long-term investment in a charitable cause and the engagement of employees for a long time, as well. Employees that are engaged in long-term charitable programs tend to be more satisfied with their jobs and continue to work on improving productivity and this enthusiasm can be contagious, fostering a more collaborative team atmosphere at all levels of your company and this type of camaraderie also is quite attractive for new hires.
Those are powerful statistics in favor of establishing a strategic corporate giving program and using cause marketing to bring it to your customer base. But consumers aren't the only group that can benefit from and appreciate a well-executed cause marketing campaign. Consider these statistics:
A job where employees can make a very good impact is important to the employees happiness, and a study from Rutgers University found that more than 50 percent of workers and more than 70 percent of students agree that a meaningful job is highly important, ranking third in importance and only slightly less important than marriage. When the engagement level of a workplace with 10,000 employees is increased by a mere 5 percent, the estimated profits can increase by as much as $40 million, according to one recent study.
The best way to create employee engagement through cause marketing is to involve employees from every level of the organization right from the beginning. Discuss the business strategy and outline a range of potential causes that fall in line with it, and then create a framework for making a decision that everyone can take part in and fully 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.
For instance, perhaps you wish to support the local homeless shelter. Of course, the company can donate portion of its profits to help out, but you also can provide a payroll deduction option for employees to make monetary giving extremely easy. In addition, you can provide paid work time for employees to volunteer at the shelter. You might designate one half-day each week and send two or three employees to the shelter.
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.
While employee engagement can be improved quickly and can yield nearly immediate results, it can disappear just as fast. Make sure that your cause marketing and employee engagement plans aren't just a passing fad.
The goal is a long-term investment in a charitable cause and the engagement of employees for a long time, as well. Employees that are engaged in long-term charitable programs tend to be more satisfied with their jobs and continue to work on improving productivity and this enthusiasm can be contagious, fostering a more collaborative team atmosphere at all levels of your company and this type of camaraderie also is quite attractive for new hires.
About the Author:
Sebastian Troup loves blogging about philanthropic solutions for businesses and non profit organizations. To get more examples of corporate social responsibility, or to find help setting up a corporate charitable giving program, please check out the Truist.com site now.
No comments:
Post a Comment