| Businesses are becoming more socially responsible | | | | accomplished? There are many different possible |
| because of demand from their customers as well as | | | | answers to HOW a goal could be accomplished. For |
| in response to their own conscience. While social | | | | example, if you want to end illiteracy in your |
| responsibility has a broad definition, a piece of it is | | | | community, you may find that organizations are |
| corporate giving. When businesses talk about their | | | | focusing on reading to kids or forming a coalition of |
| giving, it is also known as "cause marketing." Usually, | | | | educators who work with people from migrant |
| there is a specific strategy related to a good cause | | | | families. How a problem is solved depends how it is |
| marketing campaign, but any time a business | | | | defined. |
| advertises giving back to the community it can be | | | | 4. When do I want to see the impact of my gift? |
| generally described as cause marketing. | | | | Consider how immediate the impact needs to be for |
| There are many statistics out there that show just | | | | you. Depending on your goals, you may need the |
| how strongly preferred businesses that give back are | | | | impact to be immediate, or it might be better if the |
| by customers, employees and other stakeholders. | | | | impact has a longer horizon. (Giving to local kids vs |
| Small business owners have little time to devote to | | | | building a community center). |
| creating an effective cause marketing plan, but when | | | | 5. Who should I donate to or volunteer for? Think |
| they do the results are spectacular. So how do you | | | | about it: would you rather be reactive and give to |
| get started with cause marketing for your business? | | | | the next organization that solicits you, or would you |
| Start with these 5 steps. | | | | rather seek out an organization that does work that |
| 1. What do I care about? Think about your passions, | | | | is truly in line with your own values? |
| and about what your business stands for. There's | | | | The experience of giving should leave you inspired |
| probably a way to connect it with a non-profit that | | | | and excited. It should also make a positive impact on |
| will resonate with customers. | | | | your business, leaving others feeling like they want to |
| 2. Where do I want to see my gift at work? It may | | | | be affiliated with your business through being your |
| be your community, or somewhere else. Given what | | | | customer, employee or shareholder. No matter how |
| you care about and what your business does, is | | | | much or little you have to give, if you give at all you |
| there a natural connection to where you could give? | | | | should do it well. |
| 3. How do I believe my goals should be | | | | |