Is corporate social responsibility just being nice? Will your customer’s buy more from you if you’re philanthropic? Here’s a sampling of evidence that your customers do notice your CSR and buy because of your cause engagement:
Nearly 90 percent of Americans, “believe that businesses need to place at least an equal weight on society’s interests as on business interests,” according to the Edelman Good Purpose Study.
Jack Katzman, with Katzman Insurance, told me, “When my customers have multiple bids, they actively choose Philadelphia Insurance Companies because of their excellence and corporate giving, especially the larger, most successful companies.
The 2013 Cone Communications Social Impact Study, found that “89 percent of U.S. consumers assert that given similar quality and price, they would change to a brand linked with a cause.”
Even Love CSR
“A customer comes into the store and announces, ‘I love shopping here, because I know what you do to help the community,”‘ shared Molly Jackson, owner of the New Balance stores in Sarasota, Florida.
Business philanthropy demonstrates that you have a heart-and you’re not only about money. Skeptical new customers may wonder if you are actually interested in a relationship with them, as you state. Actions speak louder than words. Active philanthropic activity shows your ability to engage in healthy relationships. Your ability to give to others indicates your ability to give to your customers.
In 2017, how will you ignite generosity as a tool to grow your profits and improve your performance? Today, how will you act so your customers know about your generosity? Sign up for a newsletter about engaging CSR as a tool to improve your performance and profits
Karen Eber Davis provides customized advising and coaching around nonprofit strategy and board development. People leaders hire her to bring clarity to sticky situations, break through barriers that seem insurmountable, and align people for better futures. She is the author of 7 Nonprofit Income Streams and Let's Raise Nonprofit Millions Together.
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