PR Writing Skills Thought Piece

Today, 94% of consumers believe that businesses should do more than just
make money, they believe they should be giving back to their local communities as
well.1 Fundraising in the workplace can be an effective and easy way for your company
to raise funds for a charity or nonprofit as well as get involved in a community and to
raise a profile on both, your company and the charity you are supporting. No matter
what the action of the event looks like, from a collection to a sponsorship, fundraising is
a positive experience that benefits the workplace.

BENEFITS
By implementing fundraising into your business model, revenue increases,
customers are more attracted to your business, increases community build up, and
much more. According to research from Cone Cause Evolution Study, “85% of
consumers have a more positive image of a product or company when it supports a
charity they care about, 83% of Americans wish more of the products and services they
use would support charities, and 80% of Americans are likely to switch brands (equal in
quality and price), to the one that supports a charity.” 2
According to a recent study in the Journal of Consumer Research, “the social
consciousness of a company leads consumers to believe products are of better
quality.” 3 Companies like eBay and Amazon use checkout donations to reduce cart
abandonment and increase sales. “Buyers spend 26% more, and retailers have 29%
more sales when it comes to the power of giving back. What’s more, by supporting
non-profits, eBay retailers have reduced customer churn rate by 67%. 4
When your company supports and is actively helping in fundraising, customer
loyalty enhances greatly. According to a study by Cone Communication and Echo
Research, “nearly 47% of consumers worldwide report they will be more loyal to the
company that supports a social or environmental issue close to their hearts and 53% of
consumers admit they would be more likely to recommend the company’s products or
services to others.” 5
It is very important to note that your charity efforts should resonate with your
target audience. By supporting the causes your customers scare about, you gain their
attention, trust, and respect. An example of this is if you have environment-friendly
customers by offering a donation of every customer’s sale to Greenpeace. You
company needs to support causes that are important in your local communities that you
do business with. This is a sure-fire way to boost customer loyalty.
Giving back improves a brand’s image with-in the community. It helps community
members become more aware of your services/products and build a good image in the
community. Giving back to a specific cause is a great way to build emotional

1
https://www.corporate-eye.com/main/94-of-consumers-think-businesses-should-give-back/
2
http://ppqty.com/2010_Cone_Study.pdf
3
https://www.medicalnewstoday.com/mnt/releases/291840#1
4
https://drive.google.com/file/d/0B9syxp8fVZ5wWVhzX3hDZFFNNVU/edit
5
http://ppqty.com/2010_Cone_Study.pdf
connections with your customers. Once again, “66% of consumers agreed that they
would choose a company that supports a charity over a company that does not. So by your
company giving back, your brand image will enhance as well as your values. This will also help
to differentiate your company from others in your market sector.
Giving back is a great way to get your businesses name out and about within you
community as well as improve your brand’s visibility. Companies can use fundraising to
reinforce positive brand awareness and enhance reputation with those around you. Supporting
non-profits is the most trusted activity that makes a major difference in how your business is
viewed. Consumers also view responsible brands as trustworthy and ethical, this meaning, they
are more willing to give money to a company they trust. Lastly, giving back helps define a
company’s identity and helps set you apart from the competition. When a business donates to a
worthy cause, its image is enhanced in the eyes of partners, consumers, and the local community.
Supporting a nonprofit signals, a brand’s involvement, commitment, and concern towards
causes.
FACTORS TO CONSIDER
Some business owners need a little nudge in convincing to start fundraising as a
business. However, the the benefits that your company can gain by fundraising comes
in abundance. By supporting a nonprofit by hosting a fundraising event, your company
will increase visibility in the local community and improves public relations.
is, it increases brand recognition. Brand recognition is a huge resource that can and will be
effecting in your businesses support in fundraising. By joining in the fundraising community,
your company can enhance your business’s reputation and provides an opportunity to network
and gives exposure to different sectors. Your company can enhance the morale of employees and
encourage collaboration as well as supports your business’s mission statement. Lastly, donating
to charities is tax deductible and increases revenue.

HOW TO CHOOSE A CHARITY

Choosing a fundraising charity for a business tow support can sometimes be
tricky, especially when there are so many worthwhile causes. It is important for the
relationship to be mutually beneficial with a logical union. When choosing a charity to
partner with, it is important for your company to remember its mission statement,
customers and clients, and lastly, its employees.
Your business’s mission statement leads and guides all the daily operations and
defines the motivating philosophies that drive it. It is encouraged to use this reminder to
identify a natural connection to future and potential fundraising charity partners. Next,
looking at your customers and clients is crucial. What you need to think about is, “What
causes will resonate with our clients and customers?” The charity your company
chooses, must appeal to your target audience. This is a must! It is vital to research
where your customer’s and client’s values lie and select a charity to partner up with that
aligns with their principles.
Lastly, choose a cause that is close to the heart of your employees. This will help
your staff be more motivated, passionate and focused on fundraising. If they are
encouraged, they will encourage those who they come in contact with. This is a huge
movement and growth in fundraising. For businesses like yours, fundraising for a
charitable cause can make business sense and positively impact its perception by the
community and public around you.
 Why should your company be interested in fundraising within your community? Get
involved and be a part of something that can give back and make a difference to where you are.
Open a door for experiences that not only help grow your business in awareness, motivation, and
loyalty but shows heart and soul for who you as a company stives to be.