- Thu, September 20 2012
- Filed under: Cause-related marketing
Yesterday, I posted on four things you need to know before pitching a corporate partner. I cited some interesting new research on how consumers feel about the products of companies that support charity. To summarize:
1) A company that does good is perceived to have better products
2) Consumer mindset dictates when “good” matters
3) A socially responsible company trumps socially responsible product
4) Consumers smell self-interest a mile away
So what are your takeaways?
1) Companies benefit from working with nonprofits. Remember, you give companies a brand halo. And if the partnership is positioned well, people will perceive the company’s products as superior. Assert and know your worth to the company - and have high standards for your partners.
2) Companies do best when focusing on their firms’ work to advance social good as a whole company, not necessarily how each product is a reflection of those policies. So encourage company-level support - it’s better for their business - and for your organization because of the broader support.
3) Companies don’t want to appear self-serving with their corporate social responsibility, because that can backfire. So if your partners have genuinely advanced your cause and made a difference, help them tell that story. You’ll be a good partner - and encourage more support over time.