By Angela Fee, Head of Mattering & Impact (Marketing) at AnswerConnect
In a world where ethics are at the forefront of many consumers’ minds, having a visible and identifiable ethos is key to attracting like minded, loyal customers. Meanwhile, the political and financial climate leaves charities in need of more support than ever before. The benefits of embedding a ‘giving back’ approach, therefore, are manifold for consumers, employees, and charities alike.
There are multiple advantages to embedding a ‘giving back’ approach in a business’s strategy. Giving back reflects a commitment to something other than just profit by helping companies with altruistic values stand out from the crowd. Forging relationships with local communities also works to mutually benefit both businesses and the recipients . Not only does this provide an opportunity to spread awareness of your brand locally, but also allows businesses to nurture community relationships. Whether it’s through volunteering hours or financial donations, giving back demonstrates a civic-minded approach that is sure to win their support.
Once you have committed to incorporating a ‘giving back’ strategy into your business, what are the next steps in executing this vision? Embodying the true spirit of giving back means more than a one-off donation. Consistency is crucial and identifying potential charity partners can provide opportunities for regular collaboration that makes a genuine difference.
On an individual level, encouraging employees to engage in voluntary causes is indispensable. After all, volunteering relies on individuals dedicating their personal time and energy. While volunteering itself provides a sense of fulfilment, companies may wish to consider giving employees an allowance of time for this purpose. Along with ensuring that volunteering does not infringe on employees’ personal time, businesses can show that they are prepared to translate words into action when it comes to giving back. Meanwhile, staff stand to develop their skills and gain new experiences – an attractive prospect for new talent and a contributing factor to staff retention.
Collective action is an important incentive for staff to engage in volunteering. Dedicating time for your team to give back, together, not only benefits your chosen charities but provides an opportunity for the team to unite for a common cause. In a screen-focussed world, undertaking a practical task with visible results can be a restorative, rewarding experience with positive effects on staff morale.
Over the years we’ve sought ways to actively engage with our commitment to people and planet with meaningful results. Through establishing partnerships with tree-planting foundations, for example, we have planted over a million trees on behalf of our customers and employees, ensuring our legacy reflects our pledge to protect the planet.
Being given the opportunity to give back has had a huge positive impact on our team’s morale. As the working world evolves, individuals are looking for more than just a competitive salary; having the resources to contribute to our collective social wellbeing is increasingly important. Incorporating ‘giving back’ not only as a practice, but as a foundational value, can generate huge benefits for businesses and their staff.