Strengthen your brand. Become a #CommunityMaker by doing good.
by Lori Bonenfant, Director of Channel Marketing at Verizon Business Markets
Twitter | @lorib4599
In the last few months we’ve prompted many discussions about the impact of tech on small and medium businesses — like how lessons learned from Pokemon Go can help revitalize your marketing and why the mobile revolution is leaving many small business owners flat-footed. Get technology right and you can improve your products and customer experience, enhance your brand and extend your marketing reach.
But technology isn’t a golden ticket for success. Your reputation with your customers isn’t based solely on how well you use mobile or your online marketing strategies. Your brand image is a reflection of how existing and prospective customers perceive your business. And you can make a big impression by showing them you care about the same things they do. Your business can do well by doing good.
Show you care
There are many things you can do to start showing customers your philanthropic side. The quickest way to get involved is to donate money to a local charity or sponsor a local community event. If you’re not sure where to start with this, ask your employees. It’s likely that some of them are already involved in raising money or supporting the local community in some way. You could follow the practice of many large corporations that match donations raised by employees for big achievements, like running a marathon.
But this doesn’t have to be about you giving money. Why not organize a cookie sale or a fancy dress day in the office to raise money for good causes? Or you could ask employees to bring in tins of food for the local food bank or donate coats they no longer need to a homeless shelter. Since 2001, HopeLine from Verizon has been collecting wireless phones that are no longer wanted. These are turned into valuable resources for non-profit organizations and agencies that support victims of domestic violence.
You’ll generate more interest the more involved you get. After all, nothing is more valuable than time. Whether it’s helping kids with their reading, keeping local spaces clean and tidy or offering your workforce’s skills pro-bono, donating your time shows that you’re part of the community. And you’ll be engaging with your customers on a whole new level.
An employer of choice
Doing good won’t just boost your external brand; it can boost your employer brand too. Millennials, in particular, want to work for organizations that care about corporate social responsibility (CSR). 62% of millennials are willing to take a pay cut to work for a “responsible company.”1 That means your philanthropy could help you attract and retain today’s best talent.
Your employees will value the opportunity to get involved with causes they really care about. And engaged employees are more productive. Providing them with the opportunity to spend time volunteering could also help them develop new skills, which will make them a more valuable asset.
By giving back, you can help to build a better future for everyone — the communities you serve and your business.
Tell us what you’re doing
You can find out more about Verizon’s commitment to CSR here. Our major programs include HopeLine and Verizon Innovative Learning — an initiative that provides kids from under-served communities with access to STEM education. #WeNeedMore kids to see the world of possibilities waiting for them.
We’d love to hear what your business is doing to support your community. Let us know by using #CommunityMaker in your Tweet.
1 2015 Cone Communications Millennial CSR Study