Guest post by Caleb Dow, Porpoise
This post originally appeared on Medium.
A lot of companies aren’t very proactive in telling their “good” stories. The stories surrounding volunteerism, donations, and all of the other initiatives their company does to create positive change. There are a number of reasons why this happens — ranging from a lack of data and stories to a fear of appearing opportunistic. The thing is, there’s nothing wrong with benefitting from the good that your company does. In fact, that’s what makes giving so great. There is absolutely no downside to it! Here are a few reasons your company should be proactive in capturing and sharing your do-good stories.
Attracting Employees & Consumers
Both employees and consumers are looking for companies that are associated with a cause. Cone Communications found that nearly 9 in 10 consumers would switch brands to one associated with a good cause. As for employees, they’re valuing purpose & meaning over a paycheck. That’s right, by simply doing good, you’ll attract the best and brightest talent and grow your bottom line.
Raising Awareness for a Cause
Not only are consumers more likely to support responsible businesses with their wallets. They’re also more willing to support causes through volunteerism and donations if the same causes are supported by a company they trust. It benefits the cause that your company supports by raising awareness about the need for support. On top of the impact generated by your companies actions, it will more than likely cause a ripple effect of support for the organization as well.
Unlocking Earned Media
Employees love when their companies do good. Nearly 70% of millennials want businesses to facilitate their involvement in addressing social challenges. It gives employees a sense of purpose and meaning. According to Cone Communications, 76% of millennials want to share their impact stories on their platforms. The value that this content represents is substantial. Consumers are considerably more likely to trust a message when it comes from an employee than when it is delivered directly from a company. According to Nielsen, 90% of consumers make their purchase decisions based on peer recommendations, meaning their friends, colleagues, and family members.
Your company’s social responsibility initiatives could become one of the biggest differentiating factors from your competition. By sharing your good stories, you can amplify the benefits of these efforts, and that’s when companies can truly do well by doing good!
About the Author: Caleb Dow is the marketing manager at Porpoise, a technology start-up based in New Brunswick, Canada. He is passionate about sustainability, new technology, and business strategy. Connect with him on Twitter @ckdow10.
About Porpoise: Porpoise is an employee experience platform that engages employees through volunteerism, health & wellness, and other CSR goals.