I en ny artikel giver Harvard nogle gode råd til virksomheder, der ønsker at benytte virksomhedsdonationer til brandforbedrening.
Harvard skriver, at virksomheder donerer milliarder af dollars hvert år i håb om, at deres generøsitet ikke kun vil hjælpe vigtige sager, men også tiltrække socialt bevidste forbrugere til deres brands.
Hvad virksomheder måske ikke er klar over, er, at folk fokuserer mindre på det samlede beløb, som en virksomhed donerer, end om donationen virker som en betragtelig del af virksomhedens indtjening.
Faktisk foretrækker forbrugere mærker, der ser ud til at give en større del af deres overskud, selvom det samlede beløb i dollar er lavere sammenlignet med mærker, der giver en mindre andel af overskuddet, men større samlede beløb i dollar til velgørenhed, viser ny forskning fra Harvard Business School.
Hertil giver de nogle råd:
Valuable advice for generous firms
The results may frustrate deep-pocketed, socially engaged firms that donate a great deal to charity but a relatively low percentage of their profits, yet firms can learn from the findings, Keenan says.
First, if companies want to impress consumers, they may need to consider ways to emphasize their generosity. One approach may be to run multiple shorter-term charitable campaigns in which they donate a higher proportion of short-term profits. They might also reassess their marketing of programs like Pledge 1% in which companies promise to donate 1 percent of annual profits, employee time or company equity to charity.
However, one thing is clear: Companies shouldn’t cut their total philanthropic dollars even if they’re changing their timeframes to seem more generous, the researchers warn.
“Consumers are a lot more informed about what firms are doing,” Keenan says, “so it’s important to be authentic in your giving because consumers seek out the information and will start making comparisons on their own.”
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