What distinguishes a brand? What gives a brand value? Establishing brand standard colors, fonts and tone of voice are some of the many ways to distinguish the look a feel of a company. But many companies have a pulse that extends beyond the visual appeal of a brand.
As consumers have become increasingly more educated on the products and services they choose, part of the buying equation now includes social give-back. What is your brand doing to align with serving the greater good? How are you connecting to the community beyond offering material goods and services?
Charitable giving campaigns are on the rise. More and more companies have been implementing some of the following tactics to reach a broader audience and further engrain into their communities:
Choosing Charities: While every for-profit company should consider implementing charitable giving campaigns into their annual outreach efforts, there should be an intentional process between which organizations are selected. Try to align your brand/company’s offerings with an organization that makes sense with your mission. For example, a company that sells clothing for outdoor sports might align well with supporting an organization that focuses on the environment and preserving the outdoors.
Build Relationships: Charitable giving campaigns are a great way to increase a brand’s reach and broaden networks. In order to tap into new demographics, it is pertinent that the campaign simultaneously raise donations while building relationships and making community ties. Make it a point to have consistent communication with direct contacts at the nonprofit you are promoting and engage with their supporters as well.
Creative Approach: Charitable giving campaigns can be implemented across many outlets. For instance, for your company’s next sale, consider giving a certain percentage of sales back to the organization of your choice. Or at your company’s next event, simultaneously highlight an organization in your community. Using social media can be another great outlet to increase awareness. Consider sharing a video from the nonprofit and commit to donating a certain amount per every share on Facebook or likes or comments on Instagram.
Report Back: Share the outcomes of your campaign with your network. Sharing the number of dollars raised, awareness spread and impact that your company made will help keep the community engaged with your brand.
And always remember, a little bit can go a long way. Start small and plan on implementing these charitable giving campaigns annually to see how they might grow! Your impact will help you further connect to your community and give character to your brand.