By Jennifer Howard
A
re you a giver? Most people are givers, but how
about your business? Do you have a plan when someone asks
for a donation, or do you shoot from the hip? Charitable mar-
keting is the feel-good side of public relations that can be grati-
fying for you personally and helpful for your business' visibility.
Consumers increasingly vote with their wallets and choose
companies that demonstrate their brand values. Eighty-three
percent of consumers say that charitable giving improves their
image of a company. And 80 percent would switch brands be-
cause of a business's charitable connection. at's powerful mo-
tivation to do charitable giving right—and for the right reasons.
It's essential that giving be authentic and genuine. But it should
also be more than a check cashed behind the scenes. Charitable
marketing is about partnering with causes that align with your
brand values and communicating those values to your custom-
ers. Don't miss this step! It's powerful to invite customers into
your giving story. Some of the deepest bonds may come from
this work.
Giving, of course, should come from the heart. And with all the
great causes out there, it's hard not to find one that speaks to
you. ere are myriad ways to give back from your business,
some with greater costs and impact than others. Choosing the
right one for you depends on the cause, your connection and
your capabilities. Here are some thought-starters on ways your
business can be great at doing good.
is it be er to
GIVE THAN RECEIVE?
Tips for creating an authentic charitable marketing plan.
All photos courtesy of Petals for Hope
