By Kate Olsen and Allison McGuire
This is adapted from our eGuide, Rewards & Loyalty: 3 Ways to Win the Hearts of Your Consumers & Employees with Cause.
When it comes to cause marketing, consumers and employees want it all. They're hungry for a connection to your company’s social responsibility commitment, and they want to feel personally invited to a conversation with your brand. Further, they even want to help you co-create your brand’s identity!
A powerful way to fulfill those two desires is to make cause central to your brand promise. When you insert charity into your consumer and employee engagement approach, you open the door to a rich conversation about what matters – to your company, to your consumers, to your employees, to your community – that can only help you build relationships (not just fans) and enhance loyalty.
Here's how you do it:
3) Mark a Milestone
While an award or certificate is nice to receive, when the excitement is over, it then sits on a shelf collecting dust. Why not celebrate brand milestones, employee service anniversaries and other events with the long-lasting gift of charity instead?
Your giant billboard and website homepage banner build awareness for a big milestone, but they don’t help your consumers and employees relate to or internalize the joy of the occasion. Provide an experience that translates that joy in a way that is meaningful to each individual. This way, you’re helping your consumers and employees mark the occasion by supporting something they care about. The milestone will feel twice as nice.
HBO paid it forward with charity gift cards for the premiere of the documentary ‘A Small Act’:
Ready to say thank you, incentivize participation, or mark a milestone with charity rewards? Contact us today!
