integrating charity with your brand
TRANSCRIPT
INTEGRATING CHARITYWITH YOUR BRAND
In the age of socialgood becoming moreprominent amongstartups and moreestablished companiesalike, it’s fair to assumethat some of theorganizational bodiesmay face some troublein terms of integratinga social cause orcharity into theirbusiness.
According to a study conducted by the ConeCommunications Social Impact Study, a statisticstated that around 89% of Americans surveyedsaid they would rather buy products from a
brand that is more solidly aligned with a specificphilanthropic cause than one that is solely profitseeking. Corporate responsibility may be a trendor a fad, but companies across the country arechanging strategy in the direction of keepingtheir customers and stakeholders content
through pertinent social good.
Therefore, it is vital to carefully choose a causethat promotes social good which is not onlyrelated to your company’s mission, but alsosimultaneously improves your brand imageand is related to the varied interests of your
stakeholders. Granted this can be anintimidating task to undertake, especially ifyour company’s history is on the newer side,delving deeper into some thorough selfevaluation never really hurt anyone.
PLAN OF ACTION
Finding a pertinent causethat is easily relatable andcommonsensical for thecompany is the foundationor basically the glue thatwill help build your brandup in multiple ways. Afundamental way to do thisis to first assess ifwhatever cause youchoose has the potential ofbeing a stable, longtermapproach a few years fromwhen you’re company iscurrently.
For example, if your brand’smission statement is toimprove wireless technology,a logical transition would beto pair up with a domestic orinternational nonprofit toprovide wifi to undeservingneighborhoods. If the brandchoose to help locally, youcan framed this social causeby emphasizing thecommunity around youinstead of the global scale ifthat works better for youremployees or stakeholders.
Further engagingemployees to maintaininterest for the causethroughout the year isessential for the charitablecampaign to not losesteam after the New Year.Another company runpolicy that couldeffectively help bothemployee engagementand the social cause athand is to incentifyphilanthropy bydesignating PTO days forthe sole purpose ofvolunteering.
Taking the campaign slowly is important interms of keeping a solid donation orvolunteer base, while simultaneouslycoming to terms with how much yourcompany can undertake during theprocess. Strengths and weakness are
constantly changing, so keep in mind thateasily adapting to various situations at
hand is the ultimate way to succeed whenintegrating a charity into your brand’s
mission. Please have a look at this link formore ways to integrate a charity into your
brand.