While Double the Donation provides fundraising tools to nonprofits looking to raise more money from employee matching gift programs, we also talk in detail about corporate philanthropy and the importance of companies having solid programs that embrace it.
This article is geared towards the corporate sector and discusses marketing corporate philanthropy programs to maximize not only the benefits to your company by publicizing these programs, but also to maximize the impact your company is having on your local community.
Here’s what we’ll be covering:
- Know your audience
- Develop a well-rounded corporate philanthropy program
- Encourage consumers to become brand advocates
1. Know Your Audience
One of the first rules of marketing and advertising is to know your audience. A one-pronged marketing campaign will not resonate with everyone. Think of who your organization is trying to reach by marketing philanthropy programs and how best to engage them.
When you market your company’s corporate philanthropy programs to your customers and consumers, you want to ensure they are seeing a broad picture of how your company is helping the local community.
If you are a corporation, show them how many hours your employees have volunteered in the community; show them what causes your company stands behind and how it will help THEM.
For example, are you environmentally conscious? Are you donating equipment or goods to local shelters and nonprofit organizations? Are you contributing to disaster response?
Paint a philanthropic picture.
Just as your corporation wants consumers to know how great the philanthropic attitude is around the office, an equal amount of emphasis must be placed on ensuring your employees’ enthusiastic participation!
It’s important for your employees to buy in to the programs – why would your consumers participate and advocate on your behalf if your employees don’t?
Plus every individual prefers to work for a philanthropic company so there are many business benefits to corporate philanthropy.
Executives and Board Members
While it’s important for upper management to see the big picture on how these programs are impacting the community, it’s also important to ensure this audience understands how these programs are impacting the company.
2. Develop a Well-Rounded Corporate Philanthropy Program
This is a crucial step for having a successful marketing campaign. Having multiple philanthropic platforms will prove to your consumers that your company is truly dedicated to bettering the community.
Matching Gift Programs and Employee Giving
When your employees donate money to charities and nonprofit organizations, does your company have a matching gift program that will help them essentially “double their donation?”
Many companies offer matching gifts in various forms to encourage employee giving.
For example, if an individual donates $100 to a local nonprofit organization, they would then apply for a matching gift of $100 from their employer, which may provide a 1:1 match, thereby giving the nonprofit organization a $200 donation. This is one example of a corporate philanthropic program that many corporations pride themselves on.
Volunteering and Volunteer Grant Programs
Another great program corporations are embracing is volunteer-based. When employees volunteer at an eligible nonprofit organization, employers offer grants based on the number of hours volunteered.
A common grant program will offer, for example, a grant of $10 per hour volunteered (minimum of 10 hours) to the nonprofit organization at which the employee spends their time. Many corporations often include in marketing materials how many hours its employees have volunteered. It presents a powerful picture of how the company is positively impacting the local community.
Environmental and Disaster Response Initiatives
Does your corporation have a “go green” initiative? Or do your product materials only come from biodegradable substances? Things like this resonate with consumers, and make them more likely to purchase your product over a competitor.
When natural disasters like Hurricanes Katrina and Sandy occur, many corporations get involved immediately by offering up not only cash and product donations to those impacted, but also by encouraging consumers to purchase a product of which some percentage goes directly to local disaster response programs.
3. Encourage Consumers to Become Brand Advocates
It’s time to embrace and utilize social media and digital channels the way they were meant to be used. Chances are your organization already has a Facebook or Twitter page, but if it doesn’t, that needs to change.
According to this article, “Digital marketing is a catch-all term for the act of promoting services or products through media across varied digital channels. ”
But guess what? Digital marketing can also be used to market your corporate philanthropy programs!
Fifty-nine percent of social media users say companies appear “accessible and responsive” when they have active social media plans.
Your consumers are on social media, and that’s where your marketing can have the biggest impact for the lowest cost.
Publicize some of the philanthropic programs your corporation is involved in, with stories and pictures for maximum impact. When followers share and like your content, it enables your material to be spread throughout the social media world with literally just the click of a button.
Social media is one of the quickest and easiest ways to make your followers aware of all the great things your company is doing! Put it to good use!
Your company can’t just sit back and expect consumers and employees to know about your corporate philanthropy programs and efforts. Start marketing your corporate philanthropy programs to the right people through the right channels.