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.
Getting employees at all levels involved in cause marketing is the best way to get employees engaged and committed. This can be done by laying out a range of potential causes and producing a structure for the decision making where everybody is involved and they can support fully, and this is the business strategy to follow.
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.
The employee engagement you have accomplished can disappear fast, just as fast as you have acquired and improved on it and acquired results. This can be a passing fad, but you have to make sure that this is not happening in your cause marketing plan.
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.
Getting employees at all levels involved in cause marketing is the best way to get employees engaged and committed. This can be done by laying out a range of potential causes and producing a structure for the decision making where everybody is involved and they can support fully, and this is the business strategy to follow.
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.
The employee engagement you have accomplished can disappear fast, just as fast as you have acquired and improved on it and acquired results. This can be a passing fad, but you have to make sure that this is not happening in your cause marketing plan.
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 loves blogging about philanthropic solutions for businesses and non profit organizations. To get more examples of corporate social responsibility, or to help help setting up a corporate charitable giving program, please check out the Truist.com website today.
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