Are you sharing the good? Your company has made corporate giving a strategic priority and that is a wonderful thing. You may not have done it for the recognition but some recognition would be nice (and beneficial to your company). But how do you promote your charitable giving in a tasteful way that shows your company as a leading example and not as a show-off?
Tips for Promoting Your Charitable Giving
Create a Clear Message On Site
Post in-store signage to make sure your customers are in the know and feel inspired by your philanthropic efforts. Recently outside of the Cobbs Harris Green store, there was a sandwich board that showed how much bread was donated from that location to local charities.
*81 percent of millennials expect companies to publicly share their corporate social responsibility efforts.
Promote Through Social Media
Using popular social media platforms is an easy and (mostly) free way to reach your customers. RBC held an online challenge where 10 PGA Tour members invited the public to participate in a social media charity challenge through Twitter, Instagram and Facebook to raise money for children’s charities. Over a five week period the golfers competed in a series of weekly challenges, such as a photo trivia, and encouraged fans to do the same and share the hashtag #RBCGolf4Kids
Social media is timely, easy to update and it encourages customer participation.
Utilize Your Online Presence To Tell Your Story
Articles on your blog or website, especially those written with a personal angle, will deepen the connection with your customers by showing the human side of your business. Whole Foods has a Community Giving page on their website. The page includes information about food bank donations, special charitable promotional days in the stores, and how employees contribute to their individual communities.
Integrate Your Marketing Plan with Your Corporate Giving
Engage your customers immediately by creating an entertaining and visual ad that showcases your values and beliefs. WestJet advertised their WestJet Cares for Kids initiative with a two minute video. In it, a young boy talks about how many flights were donated, in one year, to children and youth served by the eight national charities who work with WestJet.
Whatever method you choose, remember that not only is communicating your good deeds beneficial for your company, it’s also good for the cause you are helping. The more people that discover your charitable good deeds, the more they will be inspired to do the same.
Giving back to the community can benefit your employees and your bottom line. But it’s important that your marketing doesn’t come across as self-serving. HeartPress can help you make giving back to your community part of your overall culture and show you how to promote your charitable giving.