82% of US Consumers consider corporate social responsibility when deciding where to shop.
When I was 17, a hottie named Jeremy sat next to me on the bus to a service trip and reflectively said, “I just feel when I give to others, it’s like…I’m giving back to myself.” Then we made out.
The only thing Jeremy ended up giving me was mono, but generally speaking, he was right. When you give back, there are benefits; even in business. Sans the mono.
Philanthropy isn’t just for the newly-single Bill Gates. Think about Toms, Warby Parker, and even Dawn; these companies make their brands synonymous with kindness, and they’ll be damned if you don’t know about it.
According to a study at Georgetown University, more than 9 in 10 millennials would switch brands to one associated with a cause. And Amazon sellers should take note because 47% of those millennials shop on Amazon once a week. Break out the dreadlocks and drum circles, there’s money to be made!
Smart business owners use their success to partner with their communities and lift up others in a socially responsible way – which will make their brands more likable.
Take for example Amazon, who partnered with Mary’s place, a Seattle homeless shelter, to provide beds for 700 people experiencing homlesssness. Folks affected by this will be less likely to think Amazon is a scary corporate monster when that monster is providing the bed that it hides under at night.
So how might your business get involved in this do-goodin’?
- Include how you are giving back in your marketing channels, and use dollar amounts because there’s a difference between running The Boston Marathon and “I basically ran a marathon in Boston.”
- Get your employees on board. 62% of employees feel more positively about an organization that encourages volunteerism, and not just so they can catch a break from pooping in bags.
- Honesty is key. Make sure your outreach mirrors your brand’s mission. Making it rain at “The Golden Banana” doesn’t count as a scholarship and can’t be written off come tax season. Trust me.
At the very least, get involved in some of the good work that Amazon is already doing, like donating excess and returned products to charity, or set up Amazon Smile to partner with a non profit.
So give back. Just don’t give anyone mono.
