By Allison McGuire*
Giving good (aka donating to charity, volunteering, etc.) creates a euphoric chemical reaction in the brain known as the ‘helper’s high’**. That’s why you feel satisfied after taking time out of your busy week to support the causes you care about most or ladle soup with the homeless women’s shelter across the street.
Care about cause
As you know, companies incorporate cause into their business models for reasons ranging from higher employee retention to increased customer loyalty. There are some compelling stats around cause being associated with corporate brands, and, as ‘tis the season of giving, consumers and employees alike are especially interested in feel-good events.
Don’t just take my word for it—the proof is in the pudding! According to recent research by Cone, Inc., nearly 90% of consumers want companies to support causes at the holidays and almost ¾ of employees wish their company would do more to support causes.
While corporate cause campaigns occur throughout the year, the holiday season is the perfect time for companies to spend remaining marketing budgets and/or philanthropic dollars.
Be a company that gives back.
For example, you can:
- Thank your employees with charity gift cards;
- Send motivating messages to keep up spirits through the end of the year;
- Illustrate the impact your corporate giving program has yielded.
Whatever you do this holiday season, make sure to keep it light, keep it fun, and keep it good.
**Helper’s High: (noun): 1. The feeling of euphoria that people report after giving to charity 2. An activated psychological state induced by charitable activity