It’s (almost) time to start focusing on 2012 corporate cause programs. As you reflect on how your company gave back this year and assess impact across both social and business goals, here’s some food for thought to help you improve upon 2011’s foundation.
Earlier this year, this blog discussed a new trend of generosity (first recognized by trendwatching.com) taking the cause marketing world by storm. In the spirit of the season, Forbes is refocusing our attention on generosity as a vital brand factor going into 2012. In the wake of one of the worst years for humanitarian disasters, economic strife and backlash towards the powers that be (Occupy Wall Street, Arab Spring etc.), consumers and employees have high expectations for corporate responsibility.
According to Scott Davis, Forbes contributor and Chief Growth Officer at Prophet, there are three core principles to keep in mind to meet those expectations:
- Be authentic (i.e. be true to your brand and core to the business)
- Be relevant (i.e. resonate with consumers and employees)
- Be effective (i.e. drive real and tangible impact)
Here are some of Scott’s favorite examples of corporate generosity in 2011. Do they sound familiar? How does your company approach generosity?
‘One for One’ Model
Toms Shoes, Warby, Roma Boots’ all donate one good for every good purchased by a consumer. From shoes to eyeglasses, social entrepreneurs (and big brands) are jumping on the ‘one-for-one’ bandwagon. It’s easy to see why: there’s a sustainable business model that is infused with a social mission and the concept is easy to communicate to consumers who not only feel good about giving back, but also get a trendy item for themselves.
Charity Starts at Home
Local is a big motivating factor for many companies, as they want to support causes that impact the communities in which their employees and consumers live and work. A prime example is the wooden nickel program at (some) Whole Foods (first used by Wild Oats Markets, a Whole Foods acquisition). Whenever a customer reuses their own shopping bag, the store lets that customer allocate 5 cents to any of three local charities. Other examples abound in the corporate volunteer space, goods-in-kind drives and similar programs rooted in the community.
Meeting Basic Needs
This is a powerful model because it forces companies to think about the best impact they can make instead of prioritizing how the cause will play in media coverage and annual reports. And when done right and communicated in a smart way, these programs truly touch people’s emotional core and result in a bigger, and well-deserved brand halo. An example top of mind after the many natural disasters around the US this summer and fall is Tide’s Loads of Hope campaign. Via a mobile Laundromat, the program helps those affected by disasters through the comfort of clean clothes – a little thing that can make a big difference for someone who has lost everything.
You can read the full article on Forbes here.
