Social responsibility is big business.
Incorporating cause marketing into your small business can be a strong selling point when customers are considering making a purchase.
According to the Nielsen global online survey , it shows over 50% of global consumers will pay extra for products and services from businesses committed to positive social and environmental impact.
Millennial consumers are very interested in shopping with companies demonstrating strong social responsibility.
According to the 2017 Cone Communications Millennial CSR Study 87% of Millennials will purchase a product because a company supported an issue they cared about. Cause marketing is not just limited to Millennials. Customers of all ages are willing to purchase products and services where socially responsible issues are close to their hearts.
Here at perry design + advertising, we are a small company made up of avid animal lovers that support several local and far-reaching animal welfare organizations. We do our best, with a mix of financial donations, event support, in-kind graphic design or public relations services. To help expand reach and awareness, we simply share, tag and engage with posts across social media channels.
When you find a cause you are genuinely passionate about, consider incorporating it into your business:
First, choose a cause that is authentic to your company’s mission, relevant to your business’ products or services and important to your customers.
As an example, if you own a women’s clothing store you might want to support a local non-profit such as House of Ruth or Dress for Success, or support a national cause such as breast cancer research; or if you own a pet store, you might want to support pet adoption or spay/neuter services. Some of our favorites are Helping Out Pets Everyday, Red Bucket Equine Rescue, or Soi Dog Foundation. There are numerous others…
Brainstorm with your employees to come up with ideas to identify your common cause.
Second: Determine how to best support your cause. (1) You could donate money to an organization (2) Donate a portion of your profits from a specific product line or sales event to your cause (3) Contribute through volunteerism or lend your industry talents; or (4) Sponsor an event held by a relevant organization that corresponds to your type of business and/or service.
Before lending your support to any group or organization, do some research to learn more on sites such as https://www.charitynavigator.org/
Customers are more apt to spend their money when they know they are helping others by doing so. Encourage them to get involved in the cause by either volunteering or donating an extra dollar to the cause whenever they make a purchase.
Promote your cause by weaving your message into all marketing materials: Your website, social media presence, email marketing, advertising, networking opportunities and more. Be sure to utilize public relations – local media enjoys stories about companies making a positive difference in their communities.
Giving back in any capacity is a tremendous feeling. Let us know what organization you choose to support…