When supporting the right charity in the right way it can have massive benefits to a company. In a recent survey 95 percent of consumers would switch brands to one that supports a good cause if price and quality were simular, according to the 2015 Cone Communications CSR Study.
Although to gain such strong public support it is important that the charity engagement is long-term and is communicated in a meaningful way through many marketing channels, is aligned with your business strategy and is an issue your target audience cares about.
One of my favourite examples of a company that does this very well is Avon. They are positioned as ‘the company for women’ and its decades long support of breast cancer has certainly assisted in securing and affirming this position.
Their corporate vision is: ‘to be the company that best understands and satisfies the product, service and self-fulfillment needs of women globally. Our dedication to supporting women touches not only beauty – but health, fitness, self-empowerment and financial independence. ‘
Since 1993 Avon has started ‘The Avon Breast Cancer Crusade’ generating over $65 million from sales of pink ribbon products with total net funds raised worldwide exceeding $800 million.
Avon’s long-term commitment to beat breast cancer has benefited with authentic exposure for itself and a measurable impact for its cause. Instead of just indiscriminately signing a cheque to a charity as a bold and obvious public relations gesture and walking away, Avon has financially and emotionally committed to its cause to become the perfect model of corporate social responsibility – here’s why:
- Avon only chooses a few social issues to support.
Choosing only a few causes with a clear focal point for corporate giving actually increases chances that the company can actually have an impact as resources are focused and multiple initiatives are aimed at one cause. Avon has supported breast cancer since 1993 and has committed wholeheartedly by measuring and reporting on the social outcomes it has achieved.In 2015, in the U.S alone, the Avon Breast Cancer Crusade made 145 grants for breast cancer programs, 63% of which were dedicated to patient service and care programs, and 37% to research. While the Avon Safety Net Program which ensures women with breast cancer diagnosis don’t fall through the cracks has awarded more than 760 grants since 2015, totaling more than $232 million.