A strategy that is used often by companies to draw customers to them is cause marketing, and they do this with a purpose. A corporate social responsibility study done recently by Cone Communications indicated that 92 percent of consumers buy products from companies that also care about social and environmental causes. The study further found that 84 percent of these consumers also will recommend these businesses to friends, family and co-workers.
The results are data favoring the establishment of strategic corporate giving program and the use of cause marketing for this program to be brought to your customers. However, it's not just the customers that are affected by these types of efforts.
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.
Of course, it is unlikely that 100 percent of your employees will wish to participate, but creative planning can make giving much easier for employees. There are many different options to consider that will keep the level of participation in your cause quite high.
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, why not plan a fun run for your cause? This could be a 5K event that your company sponsors to raise money for the shelter in question. Many shelters hold an annual event to raise money for their organization, so you might donate gift cards or actual products for a silent auction or as prizes. You also can reward employees that donate time outside of work by providing prizes for these employees.
It is said that an employee who is empowered is also a committed employee. When a cause excites somebody, it can also be said that they may want to share this with people. The social networks enhance this desire more times and this is observed more than before. You can make this work for you by having your employees do this and in the process make them share information about you and your cause marketing activities; share these with their friends on Facebook and their followers on Instagram or Twitter, and especially mentioning their part.
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.
If you can have employee engagement in the long term, it can be more effective and it also encourages a loyal and long standing workforce that have increased productivity and effectiveness. Employees that are with the company for long have tendencies to be better in their relationships with their co-employees, work better as a team member, and also with good tendencies to bring others into this engaging and committed effort also.
The results are data favoring the establishment of strategic corporate giving program and the use of cause marketing for this program to be brought to your customers. However, it's not just the customers that are affected by these types of efforts.
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.
Of course, it is unlikely that 100 percent of your employees will wish to participate, but creative planning can make giving much easier for employees. There are many different options to consider that will keep the level of participation in your cause quite high.
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, why not plan a fun run for your cause? This could be a 5K event that your company sponsors to raise money for the shelter in question. Many shelters hold an annual event to raise money for their organization, so you might donate gift cards or actual products for a silent auction or as prizes. You also can reward employees that donate time outside of work by providing prizes for these employees.
It is said that an employee who is empowered is also a committed employee. When a cause excites somebody, it can also be said that they may want to share this with people. The social networks enhance this desire more times and this is observed more than before. You can make this work for you by having your employees do this and in the process make them share information about you and your cause marketing activities; share these with their friends on Facebook and their followers on Instagram or Twitter, and especially mentioning their part.
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.
If you can have employee engagement in the long term, it can be more effective and it also encourages a loyal and long standing workforce that have increased productivity and effectiveness. Employees that are with the company for long have tendencies to be better in their relationships with their co-employees, work better as a team member, and also with good tendencies to bring others into this engaging and committed effort also.
About the Author:
Sebastian Troup likes writing about philanthropic solutions for businesses and non profit organizations. For more examples of corporate social responsibility, or to help help setting up a corporate charitable giving program, please go to the Truist.com website today.
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