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
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.
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.
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 example, to support a local homeless shelter your company could donate a percentage of net profit to the shelter every year. A business also could set up a payroll deduction program to allow employees to automatically donate a portion of their paychecks to the shelter. Also, you could arrange for two employees to spend half a day working at the shelter each week.
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.
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.
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.
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.
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.
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 example, to support a local homeless shelter your company could donate a percentage of net profit to the shelter every year. A business also could set up a payroll deduction program to allow employees to automatically donate a portion of their paychecks to the shelter. Also, you could arrange for two employees to spend half a day working at the shelter each week.
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.
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.
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.
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 writing about philanthropic solutions for businesses and non profit organizations. To get more examples of corporate social responsibility, or to find help setting up a corporate charitable giving program, please go to the Truist website today.
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