How Social Good is for the Greater Good (of Your Business)
Today’s world news pretty much sucks. Literally, every single time we check out the news, something bad is happening, and it’s really easy to let yourself get sucked into the vortex of negativity.
Don’t do it.
Think back to why you started your business in the first place. Wasn’t it so that you could help people? So, help people! It’s more important now than ever to bring some goodness into the world, and it’s totally doable. Be the voice of change and do some good for your bank account while you’re at it. It’s an all around win, and this world could definitely do with some more wins!
Why Focus On Social Good?
Sometimes, doing good — whether it’s random acts of kindness or advocating for a worthy cause — can seem overwhelming. Can you really make a difference? We say, YES! As a business, you have influence over your consumer audience. Customers tend to feel most loyal to organizations that stand up for what’s right, back a cause, fundraise, are involved with their communities, or perform other acts of goodwill toward man. In fact, 89 percent of those who responded to a recent Cone Communications Social Impact Study survey indicated that, when presented with brands which offered comparable price and quality, they’d be likely to transfer their business over to the company with a cause. This means that taking part in social good does three things:
1.) It makes customers feel more connected to the brands they support.
2.) It drives brand loyalty, thus increasing a company’s customer base and sales revenue.
3.) It means that more good goes out into the world.
Bringing Social Good to Your Business
Ready to start bringing some good back into this messed up world of ours? Here are a few pro tips for the integration of social good into your business.
Choose a Cause
It’s not enough to just choose a worthy cause to support— you’ve got to find one that you really resonate with. Think about what your brand stands for. How do you want to impact the world for good? If you’re an engineering firm, maybe you want to support STEM programs for young girls. Those in the restaurant business may be interested in feeding the hungry. Whatever the case may be, find a mission that reflects your business’s identity.
Get Your Team On Board
Let your cause bleed through your entire business. Encouraging and inspiring your employees to volunteer their time and effort to support something great will build company loyalty, making your business a better place to work and a better place for customers to work with.
If you haven’t heard of Tom’s Shoes, you’ve probably been living under a rock. The popular brand was built on the idea of donating a pair of shoes to a needy child in a third-world country each time a customer bought a pair for themselves. People LOVED the idea, and Tom’s took the world by storm. While you don’t have to adopt a BOGO (buy one, get one) plan, you can certainly donate a percentage of your profits (or the profits from a specific product or service) to your cause. Customers will love feeling like they’re contributing to something good, you’ll be doing your part to make the world a better place, and you’ll bring in more business.
Don’t let your cause fizzle and die. Treat your goals for raising charitable funds or performing community service as you would any other business objective — as a priority. Customers will notice if you stop putting good into the world and transfer their business to a company that’s current with its social good campaign.