In 1999, Whirlpool partnered with Habitat for Humanity to provide a range and refrigerator for each Habitat for Humanity home built in the U.S. Their objective was "to create a better community, creating a “collective” impact, first focusing on the social safety net to support the health and wellness needs of area residents, then helping to provide safe and affordable housing to best support youth and education development". It wasn’t until 2004, once they hired Reba
McEntire to share the story that their good deeds began to pay off. Whirlpool’s commitment to provide these appliances has not only improved the world’s view of them as a business, it is responsible for their continued growth over the last 10 years.
What was it that helped them improve sales? They were giving to Habitat for Humanity since 1999, why didn’t sales go up then? Because they weren't sharing their story.
The Beginning
- Does the cause relate to your brand?
- Do you or someone in your company have a direct link to the cause?
- Is your product/service something that the cause needs?
- Is your cause connected to your community?
It’s also important that you and your cause are a good fit, and the charity or non-profit is willing to work with you in a mutually beneficial manner. (Partner with someone willing to promote your brand just as you are promoting them. If you make cigarettes don’t partner with the American Lung Association, because they won’t have anything good to say about you.)
Once you have established a strong connection, the story begins.
The Middle
- Donating your product/service in a way that benefits the cause
- Sponsor a 5k/10k by not only providing the funding, but help to organize it as well
- Holding a business expo or event for charity
- Sponsoring an event or auction and donating a percentage of profits to your cause
The Rest of the Story
Here are the facts. The 2013 Cone Communications/Echo Global CSR Study states that when companies support social or environmental issues, consumers show an overwhelming amount of support:
- 96% of global citizens will have a more positive image of that company
- 94% will be more likely to trust that company
- 93% will be more loyal to the company (i.e., continue buying products or services)
- 91% of global consumers are likely to switch brands to one that supports a good cause, given similar price and quality
- 92% would buy a product with a social and/or environmental benefit if given the opportunity, and more than two-thirds (67%) have done so in the past 12 months
If you aren’t working with a non-profit or a charity to grow your business you could be causing your business great harm, because chances are your competition is. Start developing a “cause plan” and put it into action quickly. If you work for a company that isn’t involved, you should be asking yourself why? This trend is not going away. Life continues to “happen” and when it does people need help getting through the hard parts. I’m pretty sure somehow, some way you and your company can help those who need it, so what are you waiting for?
[…] you don’t think being socially responsible has nothing to do with marketing than you are dead wrong. Recently, Cone Communications released […]
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