Attracting customers to the company's products is always the big goal and many companies use cause marketing as a strategy for this. If given the opportunity, customers will buy products with social and environmental benefits, and this is data resulting from one corporate social responsibility study indicated that 92 percent of respondents agreed with this fact. It also has been found that more than 80 percent of global customers will tell their friends and other relations about the CSR efforts of the company.
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.
One recent study from Rutgers University, for example, showcased that 53 percent of employees that were interviewed and more than 70 percent of students that were interviewed want more than just a paycheck, they want to work for a company that supports important causes. For the students, working for this type of company was only slightly less important than getting married as a future goal. A Taleo Research analysis study also showcased the fact improving the engagement level of employees by a mere 5% in a large company with 10,000 or so employees could increase profits by more than $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.
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.
A creative option can be donating a percentage of company profits to a local homeless shelter that the company supports, and this can be a good example. Automatic deduction donations made by employees through payroll deductions can provide an easy way to give. Two employees spending half of their day at work working at the shelter each week can also be arranged by the company.
A fundraising fun run can also be arranged by the company to raise funds for the homeless shelter, and a 5K run can be a great idea. Offering special prizes to workers who volunteer to work at the shelter on their own personal time can be an option, and also by donating company gift certificates for the homeless shelter's annual auction.
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.
You can do this by making an example of your cause marketing campaign and giving this strong exposure on the social networks and your corporate channels, especially when including the giving of employee recognitions where they will get inspired to share on their own social 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.
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.
One recent study from Rutgers University, for example, showcased that 53 percent of employees that were interviewed and more than 70 percent of students that were interviewed want more than just a paycheck, they want to work for a company that supports important causes. For the students, working for this type of company was only slightly less important than getting married as a future goal. A Taleo Research analysis study also showcased the fact improving the engagement level of employees by a mere 5% in a large company with 10,000 or so employees could increase profits by more than $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.
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.
A creative option can be donating a percentage of company profits to a local homeless shelter that the company supports, and this can be a good example. Automatic deduction donations made by employees through payroll deductions can provide an easy way to give. Two employees spending half of their day at work working at the shelter each week can also be arranged by the company.
A fundraising fun run can also be arranged by the company to raise funds for the homeless shelter, and a 5K run can be a great idea. Offering special prizes to workers who volunteer to work at the shelter on their own personal time can be an option, and also by donating company gift certificates for the homeless shelter's annual auction.
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.
You can do this by making an example of your cause marketing campaign and giving this strong exposure on the social networks and your corporate channels, especially when including the giving of employee recognitions where they will get inspired to share on their own social 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.
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 likes 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 check out the Truist.com site now.
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