Corporate Social Responsibility, Your Brand, And You!

Transcription

1 How to connect your CSR program to your brand... and why it is important

2 Corporate Social Responsibility, Your Brand, And You! In today s divisive times, consumers are no longer just asking companies what they stand for, but also what they stand up for. It s not enough to simply have a brand identity it s becoming more and more important to have a cause to contribute to, whether it s social, environmental, or otherwise. In other words: if you don t have a corporate social responsibility (CSR) program yet that connects a cause to your company, now is definitely the time! Not only is this good karma for your company, but it translates into more loyal customers as well. According to the 2017 Cone CSR Report, 87% of consumers report that they will buy products based on a company s values. Now more than ever, companies must connect their brand to their CSR efforts and ramp up their approach to communicating their good work. Below, we ve highlighted some companies whose brands are globally recognized for the good they do, and added some easy tips inspired by these success stories. Your company can use them to create a brand connection that demonstrates to consumers and employees exactly what you value! 2

3 1. Lyft Self-described as less of a ride sharing service and more a platform of connection, Lyft has created a brand around the idea of community. Whether it s reuniting families and friends through their service, providing food and clothing to the homeless in Chicago during an unusually harsh winter through their Lyft for Good program, or creating a Driver s Advisory Council that empowers employees to communicate concerns, problems, and ideas, Lyft has created a positive brand image by demonstrating their company values through their actions. Interestingly, they re not necessarily out there splashing their CSR news to any media outlet that will listen; in fact, you have to do a bit of digging to even find that information on their website. Lyft is building positive brand image through what they do. They re connecting their brand to their CSR efforts by continually doing good deeds throughout the community and creating a positive working environment for their employees, without making a huge public deal about it. Brand Boosting Tips: Be authentic. It may sound trite, but walking the walk goes a long way with consumers and employees. In fact, according to a Cone Communications 2017 CSR study, 76% of millennials say that when a company takes a stand on an issue they will research to check for authenticity so be sure not to overinflate your claims or make things up! Also, according to that same Cone report, 87% of consumers say that if they like what a company is doing, they are likely to tell friends and family about that company which goes to show that you don t have to create elaborate CSR or sustainability reports to demonstrate your good deeds. When you are authentic about the causes you support, the word will most likely spread organically. 3

4 Brand Boosting Tips: Partner with a nonprofit organization who aligns with your mission. Creating a connection between your company s mission and the causes it supports allows you to play on the strengths and resources your company already has. This is not only a more cost-effective way to foster an altruistic company culture, but it also allows you to make a bigger impact. When seeking out a charity to partner with, ask yourself the following questions: Does their mission align with your philanthropic goals? How do they spend their donations? What are their volunteer needs? Doing the research to find the right nonprofit partners can help you make the most of your CSR program and build a positive brand connection. 2. REI Co-op REI Co-op brands themselves as stewards of the outdoors. They have successfully created a company culture that takes individual responsibility for creating lasting, positive change in the environment. Perhaps one of the biggest ways they have tackled that responsibility head on is by partnering with nonprofits who share in their mission to support conservation efforts nationwide to help reduce the environmental footprint. Since 1976, REI has invested over $77 million back into the community through nonprofit partners to assist with building trails, cleaning up beaches, restoring local habitats and more. Through nonprofit partnerships that align with their mission, REI co-op has created an even greater impact and positive brand image. 4

5 3. Graeter's Based in Cincinnati, Graeter's is a handcrafted ice cream company with over 145 years history in the business. For over a century, they ve given back by supporting several charitable organizations throughout the community. Whether donating bakery items to local soup kitchens in the Cincinnati area or giving time and school supplies to inter-city youth, Grater s has a major philanthropic presence. They also support thousands of smaller charitable organizations by donating gift certificates that to their local Graeter's retail stores. The company uses an online in-kind donation form to help make it easy for nonprofits, schools, and other charitable organizations to request items to be auctioned off or used at other peer-to-peer fundraising events. Brand Boosting Tips: Give back to your community: Give back to your community: Putting your local community first can help build a positive brand reputation for your company and an easy way to give back is through in-kind donations. Chances are your company already has products and services that could help those in need. It s easier and more affordable than you might think to organize and track in-kind donations, it can make a significant difference in your community, and shows that your company cares about more than the just the bottom line. Graeter's proves that their company truly stands for good by using their resources and services to make a direct impact in their community and their longstanding record of support demonstrates their devotion to helping out.

6 Start Giving Back, Today! Hopefully the above examples have convinced you that your company ought to adopt a CSR program that involves giving back to causes that align with your business. Not only does it raise trust in your company in the eyes of your customers, but it s good karma that helps both your community and your employee engagement. Start small, plan big, and remember that the real goal is to create a positive impact that lasts longer than any sale! 6

7 Panorama Workplace is FrontStream s realized vision for workplace engagement that combats multi-solution chaos by bringing valuable data and fundraising services together, for a more effcient platform that helps nonprofits and companies engage better and raise more! What s Featured Mobile pledge experience Volunteer opportunity search Auctions Peer-to-peer fundraising In-kind donation management Donate Now online donation form What s to Come Year-round, flexible employee payroll giving Updated, streamlined admin user experience Insight: a 360-degree view of donors across all fundraising activity To learn more about how Panorama Workplace can help your company develop and grow its philanthropic mission, give us a call at ext 1 or us at sales@frontstream.com.