How to make social responsibility part of your business
Incorporating social responsibility into small businesses is not just about being altruistic — it's smart business. Many companies, such as Los Angeles-based Toms Shoes and New York City-based Warby Parker, got their start by selling people on the value of social good: buy a pair of shoes or eyeglasses and someone else would benefit. Without the story behind their products, neither company would have seen the enormous success it did in such a short time.
People want to help, but often don't know how to engage. They are too busy or often too overwhelmed to choose a cause. Socially responsible companies can fill that void.
By offering your customers something that they already need or want — whether it's sustainable coffee, a leather wallet or linen dress — combined with the positive feeling of supporting a social cause, they feel good. Shoppers who feel good come back and they tell their friends. Social responsibility is a win-win for your company and your own messaging. Supporting a cause that you believe in will result in branding and messaging that are meaningful and honest.
How do you create a socially responsible company?
• Pick your cause carefully: You cannot effectively tell your story if you don't believe in your cause.
• Research your customers: To see any impact from word-of-mouth marketing, your customers also need to care about your cause. Pick something relevant to your company and it will make sense to your customers as well.
• Be honest: Being socially conscious creates a positive image for your company and helps build trust in your product. Don't abuse this trust by overstating your contributions. If you can only give $10 a month in the beginning, reflect that on your website. As your company grows, so will the contributions.
• Donate your time: Early on, giving a large percentage of your profits or revenue might not make financial sense. Volunteer at events with some business cards in your back pocket. Attend events because you care, not because you are trying to drum up business.
• Support the cause on social media: Check in. Find out what your cause is up to, highlight the cause on your blog and engage on Twitter and Facebook.
• Spread the word: Tell people what you are doing, on your website, on social media and at events where you sell your product of service. Create a credible pitch for your company. People don't want to know about your product, they want to know the story behind the product.
• Make your branding tell your story: Enclose a postcard in every customer package and a glossy factsheet with wholesale orders that describes how you give back. Dedicate a page on your website to social responsibility, and put branding on your homepage and your business cards.
• Bond with the directors: Leaders of nonprofits are creative, inspiring people. Brainstorm regularly. Bring your own ideas to the table.
• Set a term: Suggest a time limit for a corporate-nonprofit partnership, ranging from a month to a year. If the relationship isn't working, bow out gracefully and move on.
• Stick to it: Don't let your relationship get sidelined by profit-building, business networking or product development. These come first in any for-profit business, but make sure you schedule time each month to dedicate to social responsibility. And send that check, as promised, on time!
Take a look around next time you are on Main Street or online. You might be surprised at how many companies are embracing social responsibility. It's time to join the movement.
Christine Williams is CEO of Vinalhaven-based Crocketts Cove, an online marketplace that promotes Maine artists and artisans. Crocketts Cove donates 2% of sales to its partner nonprofits, SailMaine and Project Puffin. She can be reached at christine@crockettscove.com.
Most Recent
Most Recent
Comments