social responsibility
3 Important Marketing Things to Do This Fall
September 22 marked the first day of fall for 2016. As of today, there are 109 days remaining until 2017. What are you going to do with them?
The answer to this question can vary depending on the type of organization you have. So, let’s look at the most common denominators. Continue reading
Half of US Adults Say a Company’s Reputation for Social Responsibility Affects Their Buying Decisions
Good news for businesses and charities. About half of American adults say that companies’ social responsibility practices have a strong effect, or sometimes affects, their purchasing decisions and “who to do business with.” Another 25% say it affects their decisions once in a while.
The Harris Poll also shows that one in four Americans feel that people have a personal responsibility to make the world a better place by being actively involved with various issues and causes. An additional 17% feel people should generally take part in things such as voluntary service, donating to charities, or getting involved in community activities because it is the right thing to do.
In addition, the 2013 Nielsen Company report, “Consumers Who Care,” indicates that people’s commitment to spending more on products from socially responsible companies is growing. From 2011 to 2013, Americans’ willingness has grown from 36% to 44%. In Canada, it went from 33% to 38%.
Now, that’s a win-win for both sectors.
Continue reading
Giving Back is Good for Business
The CECP, in association with The Conference Board, released its Giving in Numbers: 2013 Edition. Based on data from 240 companies, including 60 of the largest 100 companies in the Fortune 500, the sum of contributions across all respondents in the 2012 survey totaled more than $20 billion in cash and in-kind giving!
Some tidbits of information:
- Median total giving in CECP’s sample was $20 million
- 59% of companies gave more in 2012 than in 2007, the year before the global recession set in
- Aggregate giving rose 42% from 2007 to 2012
- While direct cash donations dominated at 47% of total giving in 2012, non-cash contributions have been growing at a faster rate of 10% or more in each year since 2008
- Paid-release-time employee volunteer programs were offered by 70% of companies in 2012, compared to just 53% of companies before the global recession
Here’s the infographic that details the report’s result: Continue reading
3 Steps Nonprofits Can Take to Establish a Lasting Business Partnership
Guest post by Ashley M. Halligan
Cause marketing relationships between nonprofit organizations (NPOs) and for-profit businesses (FPBs) have produced mutually beneficial synergies time and time again. The benefits of establishing lasting relationships between NPOs and FPBs can be significant for both parties.
The nonprofit can advance its mission through association and partnership with a recognized business, without investing its own limited resources. The business can raise brand awareness, demonstrate social responsibility, and boost customer interest in its products or services. In fact, a 2010 Cone Inc. study cites that 80% of Americans are willing to switch brands – of equal quality and nature – if a brand supports a good cause.
But how does a nonprofit begin the search for a lasting relationship with a business? I spoke with several industry experts, from both NPOs and FPBs, to determine what steps a nonprofit organization should take to begin and ultimately achieve an enduring cause marketing relationship.
- Develop a Shortlist of Potential Business Partners - Keeping in mind positive public visibility and aligned missions and/or philosophies will help you accrue a list of prospective partners. Also, assess how you may be able to mutually benefit each other. It’s not necessary to specifically define these benefits in advance, but considering what you can offer each other will make future conversations more seamless.
- Begin Some Conversations - Once you’ve selected a handful of prospects to reach out to, finding the right person to contact within a company is important. Take a look at your organization’s members; can someone provide a contact with a prospective company and open the door for communication and provide an introduction? If so, take that approach. Otherwise, find a person within the company with whom you can develop a relationship.
- Initiate and Nurture the Relationship - It’s important to keep in mind that while you’re establishing a business relationship, you’re also creating a personal relationship. Communication is key. Keep the for-profit company up to date on all endeavors and reports so you can continually demonstrate its return on investment - whether that be funding, volunteer hours, or co-marketing visibility. A lasting synergy comes along with measurable mutual benefits.
How has your company or organization developed successful cause marketing partnerships? Share your experiences and suggestions!
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Ashley M. Halligan is a property management analyst at Software Advice in Austin, Texas. She specifically focuses on covering best practices, what-to-know and industry trends of the property, facilities and maintenance management markets. You can connect with Ashley on Twitter: @PMAdvice
