Just……don’t. That’s the short answer. I understand the desire to help but I see the use of charity being used as a sales tool more and more. If you want to help then help but don’t hide behind a charity to try and get more customers. It’s not good for your business and it’s bad for the charity.
In a study conducted in 2011 by marketing professor, Aradna Krishna found that people gave less money in direct donations to charities when they made cause-marketing purchases. “People may mentally assign their cause-marketing expenditure as their charitable giving,” Krishna said. She also found that cause-buying had a tendency to decrease happiness, probably because we realize that buying, say, a $40 necklace, is more self-serving than donating $40 directly.
More and more I see “10% of revenue will go to Charity X” and it is an obviously a ploy to get more clients and be seen as giving back. Studies show customers will switch brands if the brand loyalty isn’t too strong, the price is the same and one is giving to a charity and the other isn’t but those are a lot of variables. The most blatant example I have seen of trying to use charity for a business trying to benefit from charity giving was an MLM. They wanted people to buy their product then they would ship it down to the victims of Hurricane Harvey. That’s not charity, that’s commerce.
If your business wants the goodwill of giving back then do so without stipulations and want for reward. Give time, give money, give supplies but don’t sell. If you want to brand the giving go for it but that really isn’t the point. Ask yourself what the real motivation is behind what you are doing.
The last in the series guiding you through the daily, weekly and monthly life of a blogger. There is more to it but these three guides should give you a good start and serve to steer you in the right direction. Whether you blog as part of a Content Marketing plan, part of an affiliate program, to earn extra income or just because you like it, make sure you have some fun while you plug away at that keyboard.
Keeping your blogging consistent helps build readership. If you are dedicated to keeping up your blog you need to make sure these tasks are completed on a weekly basis. Some of them might not be relevant to you yet but it’s good to review them and keep them in mind.
Over the next 3 days I will put out checklists for daily, weekly and monthly things you should be doing for you blog. Of course, if your business doesn’t rely on your blog you can ignore them, but most content marketing strategies hinge on your blog being successful.
Your brand is the face of your business. It’s what people see and hear before they ever talk to anyone at your company. Having a good brand is important to make good first impressions. Here are 5 essentials of Branding in a handy infographic.
The introduction during a networking meeting is crucial. You want to get your information out there but don’t want to overwhelm people. Use this handy guide for crafting your intro. Use each element when you sense they are interested, you don’t have to do it all at once. A lot of times they will ask for the information if they are interested and you didn’t provide it yet. Make the first part amazing and the second part will be asked about.
A good logo says a lot about your brand. Put thought into it before committing to a logo. Make sure it is Simple, Versatile and Unique. Take a look at the infographic as you design your logo (or evaluate it).