Creating a Social Responsibility Strategy for Your Company
Share
Posted by Sarah B. on December 7, 2016 in Merchant Focus

Millennials are the biggest cohort of consumers to date and according to Horizon Media’s Finger on the Pulse study, 81% of them expect companies to make a public commitment to good corporate citizenship.  

 

Below is a guide for creating an authentic and successful social responsibility strategy that will build your brand.   

 

  1. Be Authentic. Choose a cause, charity, or organization to partner with that is genuinely connected to your brand. Partnering with a charity that has a clear connection to your mission feels relatable and provides a more credible motive. If you choose to partner with an organization for a personal reason, let the customers know that. Make sure they can see the connection between your businesses and your chosen organization.
  2. Be Responsive. When tragedies occur and become trending topics, they create a need to act. Your customers may be looking for ways to help, but don’t always know how. You have the ability to bridge that gap. Being aware of current events and responding to disasters and other emerging topics in philanthropy can be a great way to support a cause and show customers you are responsive to the needs of the community.
  3. Act Locally. Buy local products whenever possible and make those purchases known. It shows you are an engrained and active part of the local economy and community. You can also act locally by sponsoring teams, allowing local groups and organizations to use your space, and choosing local charities and nonprofits to partner with for charitable giving. Reducing environmental footprint is becoming increasingly important to consumers. 66% of global consumers and 73% of global millennials say they’re willing to pay for more sustainable brands according to Nielsen research.
  4. Give Measurables. Provide quantifiable data to show how much you’ve contributed to your cause. People want to know they are making a difference with their money and time. Give measurable data that not only shows dollars raised, but outcomes from that money. For example, if you raised $3,000 for a food charity, let your customers know the amount, but also include that it paid for 18,000 meals.
  5. Focus on the Cause. When you advertise a fundraiser, focus on what you are doing for the cause and educate about it. This will keep people focused on the impact you’re making and prevent them from thinking you are using the charity for self promotion.
  6. Make It Work for Everyone. This means your customers, the organization you’re working with, employees, and your bottom line. Get employees involved from the beginning and ask for feedback on what is working and what can be improved. By getting buy-in from your employees from the start and keeping them focused on the mission, you will get better results when they ask customers for donations. Keep it fun and let employees take ownership over the campaigns. Use promotions that bring customers back. This gives them something in return for their donation and you can make a repeat customer. 

 

This post was written by Beth L. Beth L. is a Regulatory Affairs Analyst at Acuity where she specializes in researching regulations, understanding statutes, and working with compliance.. She studied regulation, policy, environmental studies, and business administration at the University of Wisconsin-Green Bay. Beth has received degrees in in public administration and environmental policy and planning, and also has a certification in environmental sustainability in business. Outside of work Beth likes to run, cook, and play with her dog, Butter. 

Sarah B. is our Retail guru
Sarah B. came to Acuity this year with a background in retail. She studied Interior Architecture in college and completed an online business education program through Harvard Business School. She also has a wide range of commercial insurance experience and has earned her Associate in General Insurance (AINS), Associate in Insurance Services (AIS), and Chartered Property Casualty Underwriter (CPCU) designations. This made her the perfect addition to the Acuity Mercantile team. If she could travel anywhere in the world, she would return to Italy. She spent three weeks there during college studying architecture and design and has wanted to go back ever since.


Get a quote today and Achieve Total Acuity.

Posted By: Aaron S. on December 1, 2017 in Merchant Focus
There is no doubt that small business owners are busy people. Your business takes up nearly every free minute and the tasks never seem to end. During the holiday season, all of this gets magnified, and it can become more difficult to manage.