A number of retail brands, which are forward looking, have landed on the quantifiable successes of marketing in a sector that appears most unlikely, the field of philanthropy. What come to the mind first are appeals for more support to noble citizenship.
Of course, there are noble reasons for charitable company commitments, like raising visibility, showcasing values of the company as a means for achieving goals or even giving back, but strategic ways do exist which can be affected by philanthropy. It begins by remembering that marketing is the key word in marketing.
The best example is eBay, which has come up with a very robust cause-related marketing machine online that is also contributing to ROI. Effectively, eBay has created a retail-cause based on the philosophy that giving work and raising millions in the process while getting competitive advantages from the marketing venture is important.
We are now seeing the lines between giving decisions and buying decisions being removed. Customers can now shop with a purpose resulting in both purchasing and giving more by making decisions which are now consistent with personal values and as a result are both buying and giving more.
It is even better because not every company has to build the necessary infrastructure as smart retailers are getting involved and are ahead of this game which compliments their philanthropic calling.
Setting up this online campaign is easy, you just need to create a promotional code. The promotional code is a part of checkout process that will enable the retailer to track and see how buyers are responding to different charitable offers. Significantly, online offers must be made simple, transparent and straightforward. Analysed data lets the company apply different strategies to develop more plans for growth.
The WEB being testing ground for ideas, philanthropy as part of marketing program must be evaluated just like other programs of marketing whether it is consumers or products, offer delivery or even text messaging. It must be evaluated when it comes to measuring results.
Irrespective of if, the strategy is about giving a certain percentage of purchased goods, promotion of give-back products specials, or even letting customers donate their shipping- many variable combinations for testing are also available. First learn those tactics which work, which don’t, and then apply the outcomes to even larger-scale marketing efforts.
Seasonal considerations are also available. In the United States of America, the Tuesday after Thanksgiving has popularly come to be referred to or known as Giving-Tuesday. Just like the name suggests, it is a day that is nationally recognized and set aside when online donations to charity are encouraged.
In 2013, Giving-Tuesday had partners exceeding more 2,500; online charity donations exceeded $10 million. The charitable day is heavily promoted in all parts of the United States of America and has actually become important to many retailers as part of their strategies in marketing. It offers great opportunities to test new strategies and use the growing movement in order to give efforts the needed momentum.
Charitable giving has, for many years, been viewed as just a source for assisting others and it is still that. However, more retailers are coming to know that philanthropy can also be used as an effective mean by retailers to assist their personalities.
Integration of marketing and philanthropy has tremendous potential not just for fuelling sizeable growth in individual’s needs being consumer but also for giving a very effective sales driving engine. Ultimately and after things have been carried out, there should not be any tangible distinction between business impact and delivering social facilities so that customers will feel convenient and prefer the best company without any doubt.
Chintan is the Founder and Editor of Loyalty & Customers.
