No matter what holidays people celebrate, this time of year brings out the best in them. While the holiday season may be coming to a close, there are things you can do to keep the warm holiday season with you all year long. Recently, we’ve published several posts on how social causes drive sales and how consumers view businesses that are involved in purpose related organizations. Getting involved with local charities doesn’t just help out your community; it provides awareness for your business and opportunities to create positive social reputation. A recent study looked at the types of things consumers want businesses to do in order to help their communities.
• Roughly half of consumers globally
want businesses to donate a portion of their profits to worthy causes, donate products
to charitable organizations, create new products & services to help out purposeful organizations or develop educational programs on admirable causes
• 45% want businesses to work with local governments to help charitable institutions and form programs for their employees on purposeful causes
• More than 40% of people wanted companies to work with non-governmental organizations to help social causes, give employees the ability to volunteer with groups or organize events that can help charities
• 36% of consumers worldwide want businesses to work together to solve social problems, 28% want social entities to help promote causes and over 25% would like to see businesses institute employee fundraising programs to help out purposeful causes
What Does This Mean To You?
Every community has needs that have to be met. Your business can be seen as an agent of positive change by helping your community meet those needs. Consumers don’t mind if you also make money while helping out. Over three-quarters of consumers said it’s ok to make a profit while supporting good causes. Over the past five years, those views have increased by 33%. In fact, nearly 40% of US consumers were willing to pay more for items associated with a social purpose.
If you are going to get involved with charity or cause, do your homework and make sure it is legitimate. There are several web sites that rank national charitable organizations. On a local level, you may need to do some digging. For more information on how to get more awareness while helping your community, please contact your Orlando Sentinel Media Group representative or:
Advertising Research Manager
Source: Edelman; eMarketer