Tag Archives: Charity

How Consumers Want You To Get Involved

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.

shutterstock_118181794• 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:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: Edelman; eMarketer

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How Consumers View Cause Related Brands

In yesterday’s post, we looked at the purchase intent of cause related brands.  Part of that purchase intent probably comes from the goodwill of being associated with worthy causes.  Consumers are likely to help brands that are involved in causes they believe in by helping them spread the word.

shutterstock_85443124• 72% of consumers worldwide said they would recommend a brand to a friend that is cause related – that’s an increase of nearly 40% over the past 2 years

• Over 70% said they promote a brand that is associated with a purposeful organization

• Nearly three-quarters of consumers said they would switch brands to a cause related brand if price and quality were equal

• Over 55% of consumers believe that CEOs need to create innovative products that are socially responsible and they need to make long-term commitments to address & support social issues

• Over half say that business leaders need to motivate their employees to take part in cause related activities

What Does This Mean To You?

People are always looking for ways to help.  If you are involved in with a cause or charity – promote it.  Invite your customers and employees to get involved as well.  Don’t forget to use your social media presences in these activities. Promoting your involvement with charitable organizations can help to elevate your social reputation and provide unique testimonial opportunities for you.  The more you can get involved with these organizations the better. Pictures and videos are things that social media users tend to pass on to others.  As we said yesterday – the more local you can make it the better.  Not only will you be helping out your community, you’ll be generating awareness for your business and touchpoints between your company & customers.  For more information on using social media to create loyal customers, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: Edelman; eMarketer

Social Causes Drive Sales

During the holidays, people tend to reflect upon their own good fortune and are more likely to be charitable.  Many brands are finding that aligning themselves with positive causes can bring results throughout the year, not just at the holidays.  A recent report looks at how consumers view socially responsible brands and how it affects purchasing patterns.

shutterstock_95719285• Worldwide, over half of all consumers say that a brand’s association with a social purpose is a purchase trigger

• Since 2010, the number of global consumers who say social purposes cause them to make a brand purchase has increased by nearly 30%

• Nearly half of consumers make a purchase from cause supporting brands on a monthly basis

• The number of shoppers who make monthly purchases from cause supporting brands has increased 47% since 2010

What Does This Mean To You?

Supporting good causes helps to increase your awareness and how you are viewed. When looking to get involved with social causes, there are several avenues your business can pursue.  You can get involved in annual campaigns, event related causes or calendar-based charitable opportunities.  You can also look to locally or nationally-based causes.  Getting involved with locally-based causes may be the most beneficial to your organization.  Besides helping out a cause or charity that may not get nationally support but is doing great things, the fact that it is local will increase affinity towards your brand.  Consumers feel more connected to local causes and can see the differences being made.
When choosing a cause or campaign, you should avoid anything that is too political.  By nature, political causes are very divisive and may actually cost you customers.  In tomorrow’s post, we’ll look at how socially responsible brands are viewed by consumers.  For more information about partnering with great local causes, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: Edelman; eMarketer