Why Are Brands connecting with social causes?
According to Edelman’s 2018 Earned Brand study, 64% of consumers say they’ve made decisions on whether to choose or avoid a brand based on whether it stands for a social cause or not. What does this mean?
The engagement of people with social causes has come to the forefront now. Especially after the outbreak of Covid-19, consumers are putting their faith in brands for something. Whether consumers are looking for groceries or luxury items, they’re weighing a brand’s principle as much as its products.
As per the latest survey of urban Indians revealed that a whopping 65% of consumers are likely to switch brands to help support a cause, provided that the price and quality are comparable.
The belief-driven mindset has gone mainstream
According to recent surveys, belief-driven buyers are now the majority across all age groups and all income levels. In fact, 50% of people are belief-driven buyers. They choose, switch or avoid a brand based on its stand on societal issues.
Ola has been facilitating voluntary contribution on the App and the proceeds are used to educate, spread awareness and other purposes related to sanitation promotion activities for certain identified locations and populations.
The contribution is represented in your final invoice as a “Donation”. Each contribution is of Re 1 is added to each ride, if selected by the customer.
Creates a lasting impact on sales
Here's a fact -- supporting a cause has a strong effect on shopper's psychology. When a brand stands for a social cause, it becomes a powerful selling point for your products or services and hence boosts brand loyalty.
For example, Mercedes Benz India advertised across the media that it would donate Rs. 15,000 per car sold to PM CARES for the first 100 buyers of its C-class.
The key factor that boosts customer loyalty with a marketing program is the alignment of cause with the company's social responsibility statement.
Distinguishes your brand from competitors
Every industry is competitive and in order to stand out, you need to take the extra mile. The important thing is a non-profit partnership that is effectively developed as well as managed. A long-term partnership will show more commitment to a cause than any short-term partnership.
For instance, Kisan Kirana envisioned to empower farmers and consumers and so launched a fund called Kisan Daan and started to contribute Re. 1 on every Rs. 1000 sale. With the fund collected, they donated spray pumps to farmers of village Udapi Kathi in Madhya Pradesh.
3 ways in which company can drive social change
Aid On is a social enterprise which aims to make this world a better place, especially the ones who are in need by raising funds for social organizations through synergistic alliances with companies and individuals. Aid On is a bridge between companies and social causes. We make sure that every penny donated reaches the correct person. We offer companies various opportunities to align their business with a social cause.
1. Donations during Online Purchases
Aid On provides you with a donation widget that will provide customers with an option to donate small amounts each time they make a purchase through a certain app or website.
MMC convert customers make solidarity donations to NGO Arth Sangini which has a high impact on financial literacy of rural Indian women. This was made possible by the donation widget provided by Aid On which empower micro-donations.
2. Product Bundling
In the past few decades, an increasing number of companies have begun to market some of their products by bundling them with donations to charity.
With Aid On's Product Bundling, you may pair donations as per your sales and donate in money or kind. For example, with every pair of shoes you purchase from TOMS, a footwear company, they give a new pair of shoes to a child in need.
3. Solidarity drive
Other than customers, companies can also let their employees support a cause with Aid On's Employee Donation Drive. With this, we can run a dedicated page or campaign for the employees to donate to a specific cause of your choice. The company can select a percentage or fully match the donations collected by the employees. We also provide volunteering opportunities to the employees to connect them with real beneficiaries.
The fact is , today's consumers expect to buy from a brand that doesn't only provide high quality products but also stands for a cause. If you're not doing it, your competitors probably are.
Aid on specializes in identifying a cause relevant to your company and also gets you impact reports of the donations given by different donors and companies. Aid On makes sure each donor sees and feels the impact of their donations.
Don't stay behind but rather join the bandwagon and start reaping the benefits as soon as possible with Aid On.
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