Give More: Why Philanthropy Is an Important Marketing Component

Give More: Why Philanthropy Is an Important Marketing Component

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Give More: Why Philanthropy Is an Important Marketing Component

By Veronica Esboña, President

Here in the United States, it’s almost Thanksgiving, a day that signals yet another important event. No, not Black Friday — #GivingTuesday, held this year on Dec. 3. Started in 2012 by the New York’s 92nd Street Y and the United Nations Foundation, GivingTuesday is a global generosity movement unleashing the power of people and organizations to transform not only their communities, but also the world. There are several rewards for companies taking part in this annual day of giving. The first being the obvious, which is feeling good about having the ability to help those less fortunate in their communities. Offering time or money to a cause is also incredibly important to your brand.

Charitable giving and service can:

    • Build a deeper relationship with customers. They want to know that a portion of their money spent with you is going toward a good cause. Mintel, a global provider of market research, revealed that 73% of Americans make their buying decisions based off a company’s history of charitable giving. It’s also shown to improve the perception of a company’s image, reputation and credibility.
    • Strengthen employee engagement and productivity. Fortune’s research for its Best Workplace lists, found that giving back is associated with greater employee retention, higher levels of brand ambassadorship, and more enthusiastic employees. What’s more: employees are more likely to look forward to coming to work when they believe that their company is generous — 13 percent more.
    • Boost your recruitment and retention. Cone Research found that 79% of people prefer to work for a socially responsible company. It also showed that 83% of employees would be more loyal, compared to the 70% U.S. average.

A great example is Legrand | AV’s long relationship with Habitat for Humanity. Not only has the company’s effort with the organization garnered attention in the industry press but it’s also driven employees’ passion for helping others. Habitat for Humanity is just one of the many volunteer opportunities within Legrand’s Better Communities program, which is a program created to connect its employees to volunteer activities and improve the communities in which they live and work. Since its launch in 2014, hundreds of Legrand’s employees have been inspired to help, truly embodying the company’s commitment to improving lives.

If your company proudly and generously supports great causes not just on #GivingTuesday but any day of the year, don’t let that fly under the radar. Instead, take the opportunity to highlight these efforts and get employees involved. Promoting it via social media as a casual, but constant reminder about your company’s philanthropic efforts is a nice way to share your company culture. Moreover, tell why these causes are important to your company. In doing so, customers and potential recruits will connect to your brand on a deeper level and be even more thankful that you care enough to give.

Ready to build a memorable brand and tell your unique story? Get in touch. InGear is a collective of passionate PR, social media, and creative content marketing experts and storytellers with a finger on the pulse of the commercial and residential AV industries as well as enterprise IT. We are tech obsessed and media savvy. We are InGear!

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Veronica Esbona, President
Veronica@InGearPR.com | 954.629.3302

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