How to Drive Revenue and Engage Customers Through a Charitable Partnership

How to drive revenue and engage customers through a charitable partnership

Today’s consumers expect more than just tangible value from their favorite brands. They want to feel good about what they buy—and that means supporting businesses that serve as a force of positive social change.

of consumers say giving back to the community is one of the most important attributes of a company, compared to 44% who say price is among their top concerns. [i]

It’s clear that finding ways to make an impact is key to connecting with consumers, but many organizations aren’t sure where to start. Partnering with a nonprofit organization whose mission aligns with your culture and values is a great way to kickstart a charitable initiative. With the right partnership, your business can more effectively develop and promote cause marketing and corporate giving programs that make a difference and resonate with your customers - driving revenue alongside meaningful change.

In this playbook, Operation Warm will share some of the strategies we’ve learned from nearly 25 years of partnering with companies across North America to launch cause marketing, employee engagement, and charitable giving programs that drive results. We hope you’ll be inspired to find a charitable partnership that can help your company create and communicate lasting value for your community, customers, and employees.

1Find an organization that shares your customers’ values

70% of consumers say it’s important for brands to take a stand on social issues. And when that stand aligns with their own values, 36% of consumers say they’ll buy more.[ii]

But what matters most to your customers? If the answer is not so obvious, use focus groups, surveys, and informal polling via your social media channels to learn more about the causes your customer base supports.

See our checklist on page 5 for help finding the right charitable cause for your business!

CHARITIES MOST AMERICANS

Identify a giving plan

Find the corporate giving model that makes the most sense for your company’s commitment, resources, and goals. There’s more than one way to create an impact. Some of the most effective approaches include:

Matching employee or customer contributions:

Offering to match donors’ gifts to a partnering nonprofit is a great way to drive involvement and maximize your company’s impact. 84% of employees said they’re more likely to donate if their gift will be matched, and 1 in 3 said they’d give a larger gift. [iii]

85%

of consumers feel more positive about a retailer who offers them a chance to donate at the register.*

*Accelerist 2021 Post-Pandemic Fundraising

Offer easy ways for customers to give:

Engage your customers and increase brand affinity by offering easy, creative ways to give back. For instance, you could offer limited-edition products with proceeds that go to your partner charity—or make a donation on the customer’s behalf when they spend a certain amount. Other ideas include:

Invite your customer to round up at the register, with the difference going to a nonprofit organization

Pledge a certain percentage of your profits to charity

Ask customers to share your social post or refer their friends to your business to earn funds toward a charity

Offer to donate to charity on customers’ behalf in lieu of a discount code

Create a day of giving that aligns with your business

A day of giving offers a chance for employees to bond and have fun while raising money or performing vital services in the community—a win-win for your team and your partnering charity. If you have the opportunity to align the event with your company’s mission, an important milestone, or a special day on your calendar, it’s an even better chance to raise awareness and connect with stakeholders.

Check out some ways Operation Warm partners put this into practice.

Share your WHY

77%

of consumers say they feel a stronger connection to purpose-driven companies, and 66% would be willing to switch from a product they buy regularly to a new product from a purpose-driven company.[iv]

Being purpose-driven requires companies to have a clear understanding of WHY they do what they do. Likely, your WHY includes a vision for how you’re making the world a better place.

Steps to finding your WHY:

1. Identify your core business values.

2. Consider your business’s mission and goals.

3. Reflect on the mark your business will leave on the world. This can (and should) be bigger than your bottom line. How will your business give back—to its industry, community, or adjacent cause?

4. Your WHY will likely emerge from these three considerations. To feel authentic, a company’s sense of purpose must align with its values, goals, and where it is best equipped to make a difference.

4Promote your partnership and impact

Once you know your WHY, it’s time to spread the word. Cross-promotional opportunities with a partnering nonprofit are the perfect way to amplify your message. With your partner, decide how to announce your collaboration and share the important work you are doing together. A promotional campaign could be as small as a few social posts or as large as attracting national press coverage to your fundraising event. Develop a strategy that fits the scope of your partnership, commitment, and reach. As employee participation and customer engagement continue to grow, you may find that your partnership grows, too—along with your impact and the buzz you generate.

CHECKLIST:

How to find

perfect nonprofit partner

ˆ Discover and reflect on the issues your consumer base cares about. What causes and organizations do they support? ˆ Consider your location. Are there local nonprofits that directly impact communities near you or a cause that’s close to home? ˆ Identify ways your business can help:

Fundraising

Donating resources—e.g., products or free advertising

Committing volunteer labor

Skilled volunteering

Cause promotion

Other

Get clear on your commitment. How much time and resources can your business dedicate? ˆ Identify what resources you’re seeking from your nonprofit partner:

Turnkey implementation of corporate volunteering/ charitable giving programs

Training and dedicated support

Co-branding and promotional opportunities

Local, national, or regional reach

Other

Seek input and referrals from key stakeholders. Have members of your organization built successful charitable partnerships in the past? ˆ Research your competitors. What kinds of nonprofits do similar businesses partner with? Does it make sense to emulate their approach or take a different direction? ˆ Make a list of nonprofits that might be a good fit and “interview” them. Learn as much as you can about each organization’s mission and get to know the team. You’ll know when you find the perfect match: a partner that resonates with your organization’s purpose and can help your team create and share meaningful impact.

your

About Operation Warm

Operation Warm provides warmth, confidence, and hope through basic-need programs that connect underserved children to community resources they need to thrive. Our tagline, “more than a coat,” means that the brand-new coats and shoes we provide don’t just offer physical warmth, but also emotional warmth, the confidence to socialize and succeed, and hope for a brighter future. Over the years, our coats and shoes have become a bridge between our partners and the families we serve, helping those in need gain access to critical resources.

Programs That Align With Your Business Objectives

Operation Warm’s mission would not be possible without our corporate partners. We have more than 23 years of experience in implementing cause-marketing campaigns, employee volunteer opportunities, and turnkey charitable giving plans for more than 1,300 partners. Our expert team is proud to offer the following benefits to our corporate partners:

Turnkey Implementation

23+ years experience building programs that support your corporate mission.

National Scope

Our partnerships are available at the national, local, and regional levels throughout the U.S. and Canada.

Universal Appeal

Our simple, essential mission is accessible to everyone.

Dedicated Support

Our team ensures flawless program implementation, logistical support, and successful promotion.

Visit operationwarm.org/corporatepartners to get your program started today.