More and more organizations that want to make themselves more attractive to customers in an authentic way are turning to philanthropic pursuits. That’s because customers want to connect with — and more importantly, spend money with — companies that are committed to doing good.
According to a study, 73% of customers say that a company’s charitable giving affects their purchase decisions. Half of those surveyed that they would switch to a company that supports a cause they believe, and that number only gets bigger as the customer base gets younger
If you want to give back as a way to do good and build a loyal customer base, there are many options at your disposal. Some of the most popular include:
Use your social media to promote causes you care about
Businesses of all sizes can leverage their social media following to promote charities and fundraisers they care about. By sharing that information, you are telling your customers and potential customers about the causes that matter most to you and your team and potentially creating connections with those customers who also care about those causes.
Support local organizations
If you are a local small business, one of the best ways to build brand awareness is to support local charities and fundraisers. This may mean being a sponsor for an event, donating to a local charity that aligns with your beliefs, or starting a fundraiser of your own that will support the local community. For example, around the holidays you can launch a toy drive for underprivileged children or a coat drive for area homeless shelters and charities.
Offer your team paid time off for volunteering
One of the best ways to create connections with philanthropic work is to do instead of just donate. You can offer your team members paid time off for a set number of hours spent working with local charities. This would give them the time they might not otherwise have, or be able to afford, to take time off and support work that your organization sees as important or that they, as individuals, find near and dear to their hearts.
Offer pro bono services
If you are a service-based business such as a law firm or marketing firm, one of the ways you can give back is by offering your services for free or for a significant discount to individuals and organizations who might not otherwise be able to afford you. These individuals and organizations will probably significantly benefit from what you do. And their word of amount, especially amongst the local community, will provide incredible benefit to your organization.
Donate a percentage of sales
This is a tangible commitment you are making to a charity or a cause. By donating a percentage of sales — whether from a product or from a set period — you can help make an impact on a local charity or fundraiser that will directly impact your community.
Partner with a charity
You can partner with a local charity, such as Cane Bay Company, to help raise their profile and donations in your community. This may mean promoting them on social media, promoting them in your story, coming up with a special fundraising campaign for them, or even donating a percentage of sales. It’s an extra step you can take to support those causes that mean the most to you.