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.
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.
Each and every employee may not be comfortable participating in this and it is impossible to make them do it. However, by giving different options and thinking creatively can definitely boost enthusiasm and participation in a specific cause marketing campaign.
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.
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.
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.
Each and every employee may not be comfortable participating in this and it is impossible to make them do it. However, by giving different options and thinking creatively can definitely boost enthusiasm and participation in a specific cause marketing campaign.
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 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 site now.
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