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Building Your Brand Through Holiday Giving

By Elizabeth King

You might not realize it, but a worldwide pandemic is the perfect reason for your company to invest in a Holiday Giving community relations campaign.

Why? Because your customers not only expect your business to deliver exceptional products and services, but contribute to the community and play an active role in addressing societal issues.

According to a recent Cone/Porter Novelli Purpose Study, 78% of Americans believe companies must do more than just make money; they must positively impact society as well.

A Holiday Giving community relations campaign provides an opportunity to build your brand by demonstrating your commitment to improving the community and positively impact your bottom line at the same time.

Giving To Building Your Brand

Giving back to the community – especially at the holidays – is an incredible opportunity to connect with your customers, engage your employees and grow your business by building your brand.

As my former boss once said, “No company can afford to be anonymously altruistic.” To maximize your community giving, it’s vitally important to connect your actions to your brand.

Branding is all about storytelling. A Holiday Giving campaign gives your company a great story to tell and creates relationships with customers who share your values and beliefs.

How does branding grow your business? Look at the numbers:

  • 86% of consumers say they’re likely to purchase from purpose-driven companies. Source: 2019 Porter Novelli/Cone Purpose Biometrics Study
  • 64% of consumers choose, switch, avoid or boycott a brand based on its stand on societal issues. Source: Edelman’s 2018 Earned Brand Study
  • 72% of Americans say they feel it is more important than ever that the companies they buy from reflect their values. Source: 2019 Porter Novelli/Cone Purpose Biometrics Study

Giving To Engage Employees

The pandemic has dramatically changed the way we work and do business, and it’s taken a toll on employee engagement and wellness. A Holiday Giving campaign gives your company a way to strengthen relationships with your employees by providing an opportunity to make a difference in the community.

Engaged employees are more productive, have higher job satisfaction and are less likely to churn. All of which have a huge impact on your company’s bottom line.

Why is employee engagement important?

  • 89% of executives surveyed said a strong sense of collective purpose drives employee satisfaction. Source: Harvard Business Review’s The Business Case For Purpose
  • 74% of employees say their job is more fulfilling when given the opportunity to make a positive impact at work. Source: Research from Cone Communications
  • Turnover dropped by 57% in employee groups most deeply connected to their companies’ giving and volunteering efforts. Source: 2018 Benevity Engagement Study

What Does Holiday Giving Look Like?

A Holiday Giving campaign looks different for every business. Some companies engage their customers in the giving process, while others rally employees in volunteer or fundraising activities.

No matter what activity you choose, what’s important is that the Holiday Giving campaign reflects who you are as a company and the values you hold important.

To get started building a Holiday Giving campaign for your company, follow these steps:

  • Step 1: Establish A Giving Focus
    • Determine which cause(s) to support through the Holiday Giving campaign and why you are supporting that cause.
    • Define how you will support that cause – fundraising, volunteerism, customer engagement, etc.
  • Step 2: Create Holiday Giving Strategy
    • Create an action plan
    • Implement the campaign
  • Step 3: Integrate with Brand Management
    • Create a communication plan to tell the story – both internally & externally
  • Step 4: Plan Your Next Community Giving Activity
    • Don’t wait for next year! Integrate community relations all year long to build your brand and engage your customers.

Want Some Help?

With more than 20 years experience in community relations, branding and communications, Elizabeth King Consulting has the tools and knowledge to create a custom community relations strategy to meet your company’s needs. To learn more, visit www.ElizabethKingConsulting.com or call (918) 853-6771.

About The Author

Elizabeth King, APR, is a public relations professional with more than 20 years of experience in internal and external communications, employee engagement and education, community relations, fundraising and foundation administration, and event management.

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