By Angela Fee, Head of Mattering & Impact (Marketing) at AnswerConnect
Today more than ever, customers care about where they spend their money. Price, service and quality play a key role in consumer decision making. But consumers will also gravitate to businesses that align with their own values, and that includes businesses that support positive change in local communities and our planet. Above all, with the current economic and financial climate, charities need support more than ever.
Considering a ‘Giving Back’ strategy can transform your business while making long-lasting positive change. Here’s why you should prioritise Giving Back.
Build relationships with local communities.
Engaging with local charities helps nurture relationships. Whether through volunteering or financial support, Giving Back demonstrates you care. Investing in the local community also helps establish your business as a mainstay of the community. That can help attract new partnerships with other local businesses but also makes your company more enticing to local talent.
Involve the team for the greater good
Getting employees involved in Giving Back initiatives and in volunteering helps the team feel connected to your business’s purpose and values. Giving the team the time and space to give their time for good not only supports the cause, but also helps to build your own team’s self-worth, sense of purpose and overall job satisfaction.
A Giving Back programme can give you a point of difference, help communicate your values and also give a platform to further promote the work of the charities you support.
At AnswerConnect, we are committed to people and planet through our own Giving Back programme. Through establishing partnerships with tree-planting foundations, for example, we’ve planted over a million trees on behalf of our customers and employees. In their lifetime, those trees will absorb nearly 1.5m tons of CO2. And that is ultimately the biggest benefit of Giving Back – ensuring there is a planet for future generations to enjoy.
As part of our focus on people and planet, we decided to rebrand our Marketing team to the Mattering team in a desire to align focus behind what really matters, above and beyond commercial gains. The Mattering department focuses on a range of Giving Back initiatives globally.
Giving Back is a foundational value for AnswerConnect. But every business can and should consider how they can use their resources to improve the world, be it on a local, national or global scale. The charities we support work hard to ensure a positive and sustainable future for us all.