According to a study by Horizon Media’s Finger on the Pulse, more or less 81% of people expect companies to make a public commitment to good corporate citizenship. This fact lets us to the conclusion that when brands and consumers work together to make a difference, positive change can be possible. Nowadays, for brands and companies it is almost obvious that if they want to attract consumers, they have to build a reputation for supporting social causes and initiatives.
Rafa Hacker explains the following tips in order to create the best CSR campaigns:
- You have to promote all the effort: brands, with their big advertising budgets, have a big opportunity to educate consumers about important causes and issues and the nonprofit organizations that are making a difference. The tip for businesses is to distinguish the cause area they are impacting, the charity with which they are collaborating, and the tangible, measurable impact that is being made.
- Donating has to be really easy: you do not have idea about how powerful can be a social good campaign based around simple and little actions – sending a text message, for example. – There are donation apps such as The Red Cross’text-to-donate that was created after the 2010 Haiti earthquake, which can be taken as a great reference of a good campaign. However, these actions fatigue: from the grocery checkout line to online solicitation, people are constantly asked to give.
- See the concern and turn it into action: we normally see news stories that describe a problem or crisis. We feel compassion, but we have no idea on how to contribute to the solution. This is the moment that brands have a unique opportunity to connect with consumers.