Brand Building through Philanthropy

Supporting Non-profits.

In our August blog post, we talked about the benefits of creating a brand purpose, which, in case you haven’t read it, is a reason for a brand to exist that’s above the basic goal of making a profit. Often, when your brand stands for something, customers feel they’re doing more than simply making a purchase, but actually participating in a movement to help make a difference.

To build on that idea, a good way to live up to your brand purpose is to support or even partner with a non-profit organization that aligns with your brand’s values. Consumers are increasingly looking to support brands that give back on some level, and taking advantage of this trend is not only good for the world, but also just plain smart branding.

Whether you engage with an organization that works for human rights, such as the American Civil Liberties Union, or for animal rights, such as the Humane Society of the United States, or for environmental conservation, such as the Environmental Defense Fund, supporting a cause that you care about can also foster pride and loyalty among your team members.

When you decide to support non-profits as part of your marketing plan, it’s important to follow through on it. In other words, a brand should do more than simply state its support for a given charitable organization, it should back up that support with such things as donating a percentage of its sales to the organization, doing product placements, pro-bono marketing, or even volunteering for the cause. Walk-the-walk, as they say.

Engaging with a non-profit organization as part of your marketing plan is a total win-win situation. It will align your company with philanthropic initiatives that you value, while also helping to elevate the visibility of your brand and potentially grow your business. To check out non-profit organizations that might align with your brand, visit:

https://charity.lovetoknow.com/List_of_Nonprofit_Organizations

John Diggins
Copywriter Brand 33