In addition to the obvious good that they accomplish, corporate social responsibility programs powerfully spark positive feelings in both customers and the general public.
But if the cause is not in sync with what people really care about, such efforts will not have the anticipated ROI.
Before making better investments, we need to identify and understand our customers . . . and those of our competition. What are the archetypes of advocates? What are their levels of involvement?
- Identify higher value customers in areas where they are more likely to participate
- Focus resources away from causes of less importance to less engaged advocates (or “slacktivists”)
- Increase chance of attracting “switchers” to align with you and your chosen cause(s)
- Increase affinity towards your brand
- Eliminate inefficient use of resources