5 Ways to Promote Your Business With Charitable Marketing

How to promote your business with charitable marketing

Employing these strategies can help your business find success with charitable marketing.

1. Focus on customer and employee experience.

To get business done, you must grow customer relationships. One way to do that is to let people see that you’re giving back to the communities that support you. “The key is to make giving back an interactive and authentic part of the customer experience,” said Andrew Glantz, founder and CEO of GiftAMeal. “Rather than just donating a portion of sales in the background, businesses should find ways to engage customers directly in the impact — whether that’s letting them choose a cause, rewarding them for participating or incorporating social media.”

Instead of simply writing checks or donating food to good causes, companies should become a force for positive change. Some companies have reconceived their products to address social issues, for example, while others have transformed their supply chains. Such strategies can enhance customer appeal and long-term competitiveness. “When customers feel personally involved in doing good, they’re more likely to share their experience, which amplifies the brand’s reach and creates a more meaningful connection,” Glantz said.

It’s not just your customers who will praise your social responsibility; your employees will as well. Millennials, who are the largest generation in the workforce, care very much about social responsibility and often factor it in when choosing where to work.

A global survey from the IBM Institute for Business Value found that 71 percent of employees and employment seekers want to work for environmentally sustainable companies. Nearly half of those surveyed would accept a lower salary to work for an environmentally and socially responsible organization.

How can your company apply this strategy? All businesses, regardless of their size, can benefit from targeted charitable marketing. First, make storytelling a central part of your charitable marketing efforts. Use your website, social media platforms and email newsletters to showcase the stories of your company’s philanthropy. Additionally, you can tell your stories through customer testimonials and case studies. Use photos and videos to complement each narrative as much as possible.

2. Embrace green initiatives.

Going green can save your company money and show your customers that you care about the environment. Many green marketing initiatives call for an upfront investment that offers cost savings over time. You can install energy-efficient LED light bulbs, for example, which last approximately 20 years, and slash utility bills with little upfront cost. Likewise, adding solar panels to the roof of a warehouse can generate electricity and allow you to buy a lot less energy from the local utility company.

How can your company apply this strategy? Going green is a win-win, and it doesn’t always require a huge investment. Reducing packaging, for example, can mean you spend less on raw materials while also being able to advertise a new and more environmentally friendly package design. In addition, purchasing locally sourced ingredients or products helps both the planet and local companies. Likewise, modifying an office to conserve energy can reduce heating and cooling bills.

3. Create giving goals important to your community.

Set meaningful giving goals for your business. If you have a family member who has a particular medical condition, for instance, you may want to target charities that help people with the disease.

You could also tie your charitable contributions to your products or services. If your market is parents with young children, for example, you could choose charities such as children’s hospitals or educational initiatives. A good example is Savings.com’s savingsCARES initiative, which directs a portion of the savings shoppers receive by using the site’s coupons to support a range of important causes worldwide.

As an alternative to monetary donations, you could partner with charities to provide a service. A laundromat or dry cleaning business, for instance, could volunteer to clean clothing for people who are experiencing homelessness. “Rather than making a single donation or promoting a seasonal campaign, the best charitable partnerships are long term in nature,” said Gardi Wilks, founder of the Wilks Group. “They should incorporate financial support and employee involvement if possible and include awareness campaigns that focus on impact.”

How can your company apply this strategy? Be creative when you partner with a charity. Consider a local one that aligns with your values and niche instead of choosing a well-known one. Do your homework before you announce your charitable partner, Wilks said. “The charity you select should be highly ranked by credible organizations such as Charity Navigator, GuideStar, BBB Wise Giving Alliance and Candid (formerly Foundation Center),” she said.

Start by donating company products that will benefit the organization in an impactful way or that will be designated to a specific charity event or fundraiser. The organization can cross-promote your business and products, giving you access to many new leads and potential revenue.

M.K. Richardson, chief development officer at CorpsAfrica, said choosing to contribute where the company’s customers live can be a significant benefit of charitable marketing. “This is important because it creates a stronger community that aligns businesses, elevates their brand and creates positive social impact,” he said. 

4. Create an authentic strategy your company can fulfill.

Basing your strategy on your company’s passions or the products you offer make charitable marketing a much easier task, said Ashley Hower, CMO of Plexus Worldwide. “This authentic connection to what your company offers makes the storytelling of your charitable efforts feel like a holistic part of your messaging versus something that is just bolted on to check a box or shoehorned in to virtue signal to the audience,” she said.

Supporting a cause can increase your business’s engagement with both your customers and your employees. It can also help expand your investor and partner network.

How can your company apply this strategy? It is important that you meet the charitable intentions you set. Don’t overpromise and underdeliver. You are running a business that needs to pay rent, utilities and your staff, so take the time to do the required budgetary planning to sustain the contribution you intend. Seek legal counsel if you are unsure of how to partner with a charity.

5. Think outside the box.

Other kinds of giving can also be regarded as charitable investments. Technology companies, for example, often support organizations that seek to provide more children with the opportunity to learn about computers. That is a charitable action that brings them a lot of good press, but it’s also good for the industry over the long term.

Tech businesses need a base of customers who care about using technology and feel good about it, and they need access to employees with the right skills to produce value for their organizations. By putting money into helping kids develop those interests, the companies are encouraging them to grow into the sort of people who will be good students, employees and customers.

How can your company apply this strategy? Donate your old computers and tablets to organizations specifically set up to provide refurbished computer equipment to kids, such as Computers for Kids or Computers With Causes.

Examples of charitable marketing

Consider these examples of how top brands successfully promote their business with charitable marketing.

• Toms has had philanthropy on its mind since the company started selling shoes. The globally recognized brand still gives one-third of its profits to a range of grassroots organizations.
• The eyewear brand Warby Parker uses charitable marketing to offer free eyeglasses and exams to students in need while also training adults to administer essential eye exams and sell glasses affordably.

• Swedish furniture store Ikea currently uses wood that is 99.9 percent Forest Stewardship Council–certified or recycled, and 100 percent of its cotton comes from Better Cotton farms. Over 750,000 solar panels power its stores, and employees have received bikes to encourage them to lower their carbon footprint. Ikea’s charity marketing benefits its sustainability and its customers, and engages its employees.
• Bombas, best known for its socks, donates an item for every purchase (one for one). Bombas partners with over 3,500 giving partners nationwide, including shelters, street outreaches, rehabilitation centers, schools and medical services. The company has donated over 100 million items, including the top three requested items in homeless shelters: T-shirts, socks and underwear.

Mistakes to avoid with charitable marketing 

Before you leap into charitable marketing, it’s essential to keep your business’s heart at the core. The more genuine the cause, the better it will be for your company and the chosen charity. Here are some common pitfalls to avoid.

The cause doesn’t align with your business.

You must support a cause that aligns with your company. Whether the cause supports your company mission, needs your products or connects you to the local community, your choice can have long-term effects on your brand.

“The biggest mistake is treating charitable marketing as just another sales tactic,” Glantz said. “Consumers are savvy. They can tell when a business is genuinely committed to a cause versus when it’s just a PR play. If the giving feels transactional, it won’t resonate. Businesses should choose a cause that aligns with their values, be transparent about the impact and ensure that a program is implemented in a way that’s meaningful to guests.” [Read related: These PR Mistakes Could Kill Your Business]

The cause lacks transparency.

To successfully support a cause, you will need support from your employees and customers. The more transparent you can be with your intentions and actions, the better.

“It’s important that an organization shares the impact of their supporters’ donations and is transparent with how funds are spent and utilized,” said Evan Johnson, senior director for mass market fundraising at Project HOPE. “Staff members should be accessible, honest and appreciative. With social posts, reports, emails, videos, mailings, events and more, bring to life your mission by showing up for your supporters.”

Be consistent in sharing information and updates. Create a webpage that details all of your philanthropy efforts. Notify your employees and customers of all the details in an email newsletter or direct mailing. The more you focus on the cause, the easier it will be to motivate others to get involved.

The cause falls flat on social media.

Blasting your cause on every social media platform may be tempting, but oversharing can waste time and resources for most companies. Choose and focus on the social media platforms that engage most of your audience.

Use video to build your brand. It can help tell a visual story, compelling others to understand your vision and inspiring them to help. Sprinkle your cause within your feed, and ensure a healthy mix of behind-the-scenes stories, FAQ, polls and informative posts.

The benefits of charitable marketing 

In business, being charitable doesn’t have to be pure sacrifice. Companies that go out of their way to give back to the community and make sure people feel good about being their employees or customers get a lot of benefits in the process.

Outshine the competition.

You may have an excellent product, great customer service and a winning social media strategy, but you could remain stagnant without putting social responsibility at the forefront. According to Mailchimp, 70 percent of consumers are interested in social and environmental issues. 

By using charitable marketing, your company can stand out by appealing to your base. When you are transparent about your cause, consumers are more likely to spread the word and build brand loyalty.

“Companies that give back in authentic and meaningful ways stand out from the competition,” Wilks said. “They gain media coverage, social media engagement and a favorable perception by the public. This goodwill can translate into reputational gains and ultimately support your strategy for growth.” 

Recruit and retain top talent.

According to Gartner, 65 percent of employees prefer to work for organizations that value social and environmental causes. Focusing on charitable marketing can help you recruit and retain top talent.

Having a team that shares your company’s social and ecological values can boost morale, increase engagement and help employees connect internally on a deeper level. Charitable campaigns can create new avenues of company transparency that will build trust and growth.

Deepen the customer relationship.

Choosing a cause that resonates with your target audience can help you connect in a meaningful way. “Beyond just feeling good about making a difference, charitable marketing helps businesses build stronger relationships with their customers,” Glantz said. “People want to support brands that align with their values, and when a company shows it cares about more than just profit, it fosters loyalty and word-of-mouth advocacy.” 

Make authentic connections.

It’s vital to choose a cause that can foster mutual relationships. Connecting with charity leaders can bring a deeper level of authenticity and opportunities for new partnerships. “The best benefit of charitable marketing is connecting with people who care about doing good,” Johnson said. “When you do charitable marketing, you’re able to reach people and build a community of passionate advocates for your cause.”

Hower agreed that authentic connections are beneficial for building community and brand loyalty. “By having an authentic philanthropic connection to your mission or products and storytelling it in a way that feels genuine … to your customers, you get the best of both worlds — giving back while building belief and making sure your customers understand your efforts as an extension of your company culture and ethos, validating their choice to purchase from you,” she said.

Increase sales.

Once you have inspired your customers and motivated your employees, your sales will increase. Having a charitable cause gives purpose to the people who are making and buying your products.

Continue to monitor your charitable marketing to see if the campaign succeeds consistently or if you need to make a change. After a campaign has run its course, consider polling employees and customers to see where to go next. Taking the pulse of your target audience is helpful for charitable marketing and the overall sustainability of your business.