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The Benefits of Embarking on a Charitable Partnership

Corporate Social Responsibility (CSR) is nothing new to business. Being aware of how the work we do impacts the world around us both environmentally and socially is a responsibility of any business, no matter how big or small.

However there appears to be an emergence in brands wearing their hearts on their sleeves and adopting an altruistic approach to charitable partnerships, and one which proves fruitful for all parties involved.

Brands are discovering in our fast paced society built on disposable commodities, they need to do more than just 'sell' to their audience - they need to stand for something. They need to convince their audience of the lifestyle they are buying into when they make a purchase and one of the simplest ways of achieving this is to transparently advocate your support for a cause.

Forrester's Research carried out a survey of 1,100 UK residents who believed businesses had a moral obligation to support charities; with 82% saying their decision to invest in one brand over another hinged largely on the brands engagement with the local community and charitable contributions.

If you're in need of inspiration the following big named brands are proud advocates of social causes, some of whom have been campaigning for decades - demonstrating their success in working towards a common goal:

  • Innocent-July-23Coca Cola are currently running the 'Don't Label Other People' campaign in the Middle East for the month of Ramadan, to encourage less judgement.
  • Rayo Vallecano, a Spanish football team are literally wearing their beliefs on their sleeves, with 6 strips each symbolising a social injustice faced by Spain, collectively forming a rainbow that stands against LGBT discrimination.
  • Marks and Spencer launched a hugely successful 'Shwopping' partnership with Oxfam, supporting less advantaged communities worldwide.
  • P&G and UNICEF have fundraised for over 300 million vaccinations since 2006 with their "1 Pack = 1 Vaccine" campaign.
  • Kraft Foods & Oreo, along with Ben and Jerry'sshow their support for marriage equality by posting rainbow cookies to social media and changing the names of their product Chubby Hubby to Hubby Hubby.
  • Innocent smoothies are well known for their 'Big Knit' campaign - which asks their customers to knit beanie hats, raising money to help keep older people warm in winter.
  • AFC Bournemouth, have recently announced that their third Football Kit will be "Cherry Pink" as part of a support with Breast Cancer UK.

So why get involved?

Well, the great thing about charitable partnerships and CSR is all parties are winners; it's a fabulous way to enhance your brands reputation and credibility, as well as elevating the causes you care about. Other commercial benefits for brands include:

Customer Engagement

Studies have shown consumers are 88% more likely to support a company which participates in social activities for the benefit of improving local communities.  It also works towards retaining customers who buy into the brand ethos not just the product.

pride 23rdStaff Productivity

Researchers found a 30% increase in productivity of employees who see the positive impact of their involvement and gain a sense of pride from their contributions.

Attracting Investment

Dependent on your business you may rely on 'buy in' from investors, to whom, CSR is an integral part of the selection process. Brands need to be able to show they have a positive social impact.


Through working collaboratively with a charity, you can gain insight into areas of your audience's lives that previously may have been unattainable. You can gain knowledge of their interests, social habits and specific demographics, enabling you to communicate with them on a more personal level.

Being able to trigger an emotional response from your audience will lend to a higher level of overall engagement, which has the longevity of a lifetime. So if not for the good of the world around you, do it for the good of your brand and make a charitable connection.

If you would like to learn more about CSR or brainstorm a plan of action then get in touch with one of the teamby calling 01202 684 009 or contacting us online.

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