RightCause is here to help your business transition from a "ME" brand to a "WE" brand. This video starts with the basics! #RightCause #CauseMarketing #DoGood #SocialImpact #StrategicPartnerships #CSR #SocEnt
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Business Objective: Company XYZ is seeking to improve employee engagement and establish more meaningful community involvement.
Current Commitments: Company XYZ's internal marketing encourages team building experiences and charity events, but lacks a defined, succinct social consciousness.
The New Landscape: Consumers' expectations of your business have never been greater. You need to plan, execute and communicate a social purpose to compete in today's marketplace.
The Millennial Workforce: 75% would take a pay cut to work for a socially responsible company. 76% consider a company's social and environmental commitments when deciding where to work. 64% won't take a job if a potential employer doesn't have strong corporate social responsibility (CSR) practices. 88% say their job is more fulfilling when they are provided opportunities to make a positive impact on social and environmental issues (vs. 74% US avg.)
Cause Marketing: A business relationship in which a corporation and a nonprofit form a partnership that results in increased business for the corporation and a financial or marketing return for the nonprofit.
CORPORATE SOCIAL RESPONSIBILITY (CSR): Operating a business in a manner that accounts for the social and environmental impact created by the business. CSR means a commitment to developing policies that integrate responsible practices into daily business operations, and to reporting on progress made toward implementing these practices.
Types of Cause Campaigns:
Transactions: Portion of Purchase; Percentage of Sales; Buy One, Give One; Point of Sale
Event: Sponsorship; Host
Pledge: Proud Supporter; Social Advocacy; License Agreement
Consumer Engagement: Digital Engagement; Action Driven; Volunteerism
The Risk: Consumer mistrust is a battle most brands face by default. Cause Marketing and CSR programs lacking congruence or explanation face accusations of calculated giving by consumers and employees. Having a well-defined company purpose alleviates consumer skepticism and opens the door for substantial growth.
The Reward: AN ESTIMATED $1.2 TRILLION OPPORTUNITY EXISTS for brands that make their sustainability credentials clear. Of Unilever’s hundreds of brands, those such as Dove, Hellmann’s and Ben & Jerry’s, that have integrated sustainability into both their purpose and products delivered nearly half the company’s global growth in 2015. Collectively, they are also growing 30% faster than the rest of the business.
Top 10 Benefits of Cause Marketing: 1. Increase sales of products or services
2. Increase employee engagement, job satisfaction and reduce turnover
3. Increase customer and brand loyalty
4. Attract the best employees through community involvement
5. Increase community goodwill by having your leadership and organization recognized for the good they create in society
6. Increase shareholder return
7. Reach new markets and new customer demographics
8. Increase employee skill development, team building and leadership skills
9. Draw media attention and coverage for free
10. Attract new business partnerships and relationships
Keys to Success: Stakeholder Buy-In; Authentic Approach; Measurable Impact; Strategic Partnerships; Transparent Communications; Community Involvement
RightCause for Marketing That Matters: RightCause is a boutique consultancy specializing in the development of cause marketing strategies and cross-sector partnerships. We determine the right cause, the right partners, and the right message for your company to deepen community engagement and strengthen brand reputation.
Contact: Katie Wright
kwright@rightcauseconsutling.com
www.rightcauseconsulting.com
