Greed—Going, Going, Gone?

Greed is a four-letter word in today’s society. Which is not to say that’s its gone away, only that it is no longer a mantra to live or run a company by. So with a nod to Michael Douglas’ amazing portrayal of Gordon Gecko, “Greed, for lack of a better word, is NOT good. Greed is NOT right. Greed NO LONGER works.”

Corporate Social Responsibility is not a passing phase of the ‘millennials’; almost two-thirds of corporate CEOs see CSR as an integral part of corporate strategy, not an ‘add-on’ corporate philanthropy program. Consider that in four short years (2011-2015) the number of Fortune 500 companies that published a corporate responsibility or sustainability report QUADRUPLED, from 20 to 80 percent. As that number edges forward to 100%, there is no discounting the importance of doing good.

Business has a responsibility to its employees, stockholders, and the economy to maximize profits; however, it is no longer acceptable to do that at the expense of the environment and social welfare. The Cone Communications CSR Study for 2017 starts by saying that this is the year that corporate social responsibility (CSR) was redefined. Companies must now share not only what they stand for, but what they stand up for (see our recent blog post). Unilever’s CEO, Paul Polman, has gone so far as to describe his company as “the world’s biggest” non-government organization, noting, “The main thing we’re trying to do is give every brand we sell… a social purpose.”

What’s behind this paradigm shift? As we’ve discussed previously, the largest portion of the consumer market is now the Millennials and the generation coming up behind them. Today’s youth want to make the world a ‘better place, ’ and they support that philosophy with their purchasing dollars. 75% of this group believe that corporations should address the needs of society as part of creating economic value. Its not only the services and goods they buy, its just as important whom they buy them from, to them brands are part of the identity of who they are, their values and their place in the world. In this era of lack of trust in government, banking systems, and business, as a society that has become increasing intolerant of inequality, greed and excess are not acceptable.

As part of today’s education model students are learning at a younger age to engage with the community and ‘give back’; most high schools require community service hours as a graduation requirement. Rather than huge

transfers of wealth from one generation to another, they see billionaires like Bill Gates, Mark Zuckerberg joining Warren Buffet to ‘give-away’ half of their acquired wealth. More retailers are closing on Black Friday and other holidays to encourage employees to spend time with their families. Socially responsible businesses are building positive, trustworthy brands.

As the next Generation comes forward we will see consumers demand more of the businesses they patronize, ‘doing well by doing good’ may well become the mantra of successful businesses. These companies will attract the best talent, have greater valuations and enjoy a position of trusted social business partner. The word philanthropy’s Greek root translates as ‘mankind-loving’ – what better way to show a love of mankind than by making it an integral part of the way you do business.

from
https://www.digitaldonations.org/single-post/2017/06/22/Greed%E2%80%94Going-Going-Gone

WHAT DO YOU STAND UP FOR?

Cone Communications released their Sixth Corporate Social Responsibility Report in May. The overarching theme – 2017 will be remembered as the year that corporate social responsibility (CSR) was redefined. Although CSR will always be grounded in business operations – from water conservation to supply chain transparency – recently, the stakes have gotten a lot higher. Companies must now share not only what they stand for, but what they stand-up for.

Some of the key findings include:

Almost two-thirds of Americans want businesses to take the lead to move social and environmental change forward, in the wake of the current administration's lack of regulations on these fronts. More than three-fourths would like to see social justice issues addressed by businesses.

Moreover, Americans are willing to put their money where their social responsibility feelings lie:

When a company advocates for a cause or issue they care about almost ninety percent will make a purchase to support the business.

On the flip side, three-fourths will NOT purchase if the business is supporting a cause or issue they don’t believe in!

Another key takeaway – most Americans believe that the most important action of corporate responsibility is treating employees well. Being a ‘good employer’ has spread beyond employee satisfaction and into the arena of impacting business sales. Well worth taking a look at your own employees’ satisfaction and highlighting its positive impact to consumers.

More than just corporate sponsorship and cause marketing, American consumers are looking for business to get involved in social justice issues like women’s rights, racial equality, and economic development, among others. Hot topic issues such as immigration, gun control, and LBGTQ rights are also expected to be on the CSR agenda. Consumers don’t want to do business with a company whose views do not reflect their own on issues of importance to them. More and more often Americans are ‘voting’ with their wallets.

Corporate Social Responsibility is a significant component of the purchasing decision for American consumers. To garner market share from them, authentic CSR must be part of the company’s culture and strategy, and it must be clearly, consistently communicated across all media. As it has been since the first study in 1993, the 2017 Cone Communications CSR Study is overflowing with useful and actionable information, revealing insights and the pulse of the American consumer. I encourage you to get you own copy of the study and review it in detail; this is one area where you don’t want to fall behind!

Digital Donations, Inc.® is a leading provider of cause marketing services to both nonprofit and for-profit organizations along with a variety of alternative fundraising platforms. Contact us via email or at 888-708-2220 or visit our website for more information.

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https://www.digitaldonations.org/single-post/2017/06/15/WHAT-DO-YOU-STAND-UP-FOR

Want More Online Engagement? Get Creative!

One of my favorite blogs recently had a post on creative ideas for online engagement for nonprofits. It occurred to me while reading it that these ideas would work equally well for a smaller for-profit business. Any one or these ideas can be a hit with a cause campaign where an NPO and Small Business are working together. A nod to author Kerri Karvetski for the first four ideas, with a few changes, and a fifth one I came up with myself, here are 5 Creative Ideas for Online Engagement:

1. ART Adding some art to your online presence is a fantastic way to attract attention and increase your audience. There are many ways to get the art you want including a contest with staff or constituents/consumers, sponsor a contest at a local school or even engaging a professional artist. You don’t have to limit yourself to one piece; you can display multiples at once or change them around on a schedule. Whatever you decide, the art should reflect your values and vision, and if you are using art to support a cause campaign be sure it aligns with the overall goal.

2. READING LIST Provide your supporters and customers with a reading list any topic that reflects your business and your work. Again, this really resonates with a cause campaign, educating people about the impact of your cause and its resolution can bring focus to the work the nonprofit partner does. Don’t hesitate to include some reading materials about your business and successes in both business and nonprofit impact. Educating the public is one more way to widen your reach and results.

3. TWEET/STORY CONTEST Similar to the art contest, consider asking your online followers to submit a ‘tweetable story’ (maximum of 140 characters) about your product, service and its value. Don’t be afraid to go for humor and the occasionally bit of irony – just not too complicated; people should not have to think that hard about a TWEET!4. INSTAGRAM PHOTOS Get all those digital photographers out there to showcase your products ‘on tour.' How far can your product go, around town, around the country or even around the world? Alternatively, a home-town photo collage with different shots of traditional views of Hometown,U.S.A. Suggest a road trip, just like the pictures, our parents took at every “Welcome to STATE” sign, though in this case, it is your product. As a part of a cause campaign photos of the impact of the campaign would be a stirring vision.

5. HOLIDAY THEMED VISION BOARDS Now I don’t mean the ‘big’ holidays here, but unless you’ve been hiding under a rock, you are probably aware that EVERY DAY something is being recognized or celebrated – June 7th is Chocolate Ice Cream Day, and the 29th is Handshake Day just to get you started. So, mention these days on your Social Media and invite your followers to submit quips, photos or other commentary related to the day and your product, mission or cause campaign.

You can probably think of a few creative ideas of your own that will reflect what you do, your consumers or constituents and your vision. Make this a fun activity, if you are going to do it with staff have an after work or at lunchtime pizza party. The more consumers, clients or supporters you engage the better. Grow your online presence by having the contributors share the posts with their networks.

Digital Donations is a leading provider of alternative fundraising solutions joining cause with commerce to benefit the communities where we work and love. For more information visit our websiteor call 888-705-2220.

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https://www.digitaldonations.org/single-post/2017/06/05/Want-More-Online-Engagement-Get-Creative