How and Why to Become a Purpose-Driven Business
In the past 10 years, we’ve seen the rise of a number of social media giants. Facebook, Twitter, Instagram, Pinterest and more have flooded our daily lives with status updates from friends, pictures of trips, brand updates and more. The internet and social media have also made us more keenly aware of opportunities to engage with and support purpose-driven campaigns and initiatives. The sharing economy on social media shows us worlds we never would’ve known about before. We can learn about charities from friends sharing articles and non-profits from Instagram images from sponsored posts or brands we follow. Now, more than ever, we have access to what we need to change the world – with the click of a button.
Brands and companies, too, can harness this ability to better communities and become agents of change. There are a number of ways to do so:
Becoming a Change Agent Through Cause Marketing
Cause marketing is when brands choose a specific nonprofit or cause to partner with and support. This mutually beneficial relationship is often highly appealing to both the brand’s target demographic and helps grow the nonprofit’s awareness. Consumers today show a greater affinity toward a brand that has a ‘give back’ initiative. In fact, many successful PR campaigns are built around a brand that has partnered with a nonprofit. Ultimately, cause marketing resounds with a wonderful human value: the value of wanting to feel more connected to others.
Being a Purpose-Driven Company
The age old adage “Practice what you preach” applies here. If you want to ignite passion among your brand advocates to support a charity you believe in, or simply become a company that cares, you have to walk the walk. There are a number of ways to do this. You can encourage employees to start a holiday donation drive, begin a recycling program, or create a charity committee at work to find initiatives to support every quarter. If you want to go the distance, consider becoming a B Corporation. B Corps (Organik SEO is a B Corp) encourage businesses ‘to become a force for good.’ To become a B Corp, a company must pass a number of requirements (ask us about the process if you’re interested – it’s a rigorous one!). This positions your business as a business that cares and is making environmental and purpose-driven changes that affect the world and improves the lives of employees.
Sell the Story, Not the Sale
Regardless of whether your business is for-profit or nonprofit, begging and hassling is never in style. People don’t like to be hounded to buy a product in the same way that they don’t enjoy being pushed to donate. Whether you’re engaging in a full-scale cause marketing initiative or simply encouraging people to donate to a local charity drive, it’s essential to build a story around the cause you’re supporting. You could simply state the mission of the charity or nonprofit and ask people to donate, but that’s not what drives connectivity. People love stories. Reach potential donors through powerful stories that can be shared on social media. Find out why the specific cause you’re supporting began. Learn how the nonprofit you’re working with has changed someone’s life. These are the stories that resonate with people. Create an article on your website with great imagery and share the story on social media.
If you found this information helpful, be sure to check out our post “3 Reasons Businesses Should Give Back to Their Community.“ Organik SEO is passionate about helping businesses grow by tapping into the power of social media and SEO. To discuss how we can help you grow your business, contact us today!