5 compelling reasons why your company needs a charity partner

You’ve been thinking about it for a while. Countless studies have proven the effectiveness of it as a strategy. You hear your friends talk passionately about their workplace initiatives and feel envious.

If you are searching for reasons why your company needs a charitable partner, here are the reasons:

1. IT WILL IMPROVE EMPLOYEE MORALE

Employee satisfaction is a priority for any business. Great business minds agree:

“THE ONLY WAY TO DO GREAT WORK IS TO LOVE WHAT YOU DO.”

- Steve Jobs

“THERE ARE ONLY THREE MEASUREMENTS THAT TELL YOU NEARLY EVERYTHING YOU NEED TO KNOW ABOUT YOUR ORGANIZATION’S OVERALL PERFORMANCE: EMPLOYEE ENGAGEMENT, CUSTOMER SATISFACTION, AND CASH FLOW…”

- Jack Welch, former CEO of GE

“TO WIN IN THE MARKETPLACE YOU MUST FIRST WIN IN THE WORKPLACE.”  

- Doug Conant, CEO of Campbell’s Soup

People increasingly want to join companies that are making a difference in the world. Having a strong CSR program and charity partnership is one of the best ways to accomplish exactly that. 

A charity partner will:

• Help your employees feel more connected to your company
• Provide opportunities for team bonding and other HR activities through participation in charity fundraising events
• Help increase employee motivation and pride in their work
• Improve employee retention

2. IT WILL KEEP YOUR BRAND RELEVANT

With the right partnership, your CSR program can become a foundation of your brand. The world’s most successful companies already know this. You’re no doubt aware of some famous examples!

• Polar bears appeared on Coca-Cola cans as part of their partnership with WWF  (bonus link: A top Coca-Cola executive talks about how fundamental their CSR program is to the business)
• Pampers partners with UNICEF to support maternal and newborn health (remember this commercial?)
• Lacoste’s iconic crocodile was replaced with endangered species in partnership with the International Union for the Conservation of Nature

More now than ever before, people are concerned with the state of the world. Poverty, environmental issues, social causes, inequity… the list goes on!

When brands step forward and demonstrate that they’re part of the solution, they are meeting a fundamental customer need.

And meeting fundamental needs is how you as a brand stay relevant – and ultimately deliver more value for shareholders.

Even the world’s biggest marketing event – the Super Bowl – is reflecting how CSR is here to stay. Almost a quarter of all spots in 2019 featured some kind of cause, up from just 6% of Super Bowl ads 10 years ago.

CSR programs result in significant increases in brand love and awareness.

If you want to stay relevant in 2020 and beyond, you need to get on board.

3. IT WILL INCREASE YOUR SALES

Customers switch to brands that support charitable causes, spend more once they have switched, and are more loyal to brands with purpose.

Nearly two-thirds of consumers surveyed in 2018 would buy or boycott a brand solely because of its position on a social or political issue – a staggering increase of 13 points from 2017.

Having a strong CSR program isn’t just a way of giving back to your community – it is a requirement for your business success.

4. IT WILL BUILD YOUR NETWORK

The business world is all about building relationships. Your company has a relationship with your customers, and also with your suppliers and other partners in the industry.

Being part of a charity’s network of supporters provides opportunities to meet senior-level executives from other like-minded businesses, share ideas and solutions, and ultimately will help your business grow.

The improvements in your brand and reputation can also develop your relationship with existing partners.

The new opportunities that this will provide to your business are invaluable.

5. A CHARITY PARTNERSHIP HAS BECOME A REQUIREMENT OF BUSINESS IN TODAY’S WORLD:

"IT’S NO LONGER A QUESTION OF WHETHER TO, BUT HOW TO TAKE A STAND”

- Amanda Glasgow, U.S. Chair, Brand, of Edelman

Convinced? Click here to read about how to choose the best charitable partner for your company.

The Fred Hollows Foundation is an international NGO that has one clear mission: to see a day where nobody in the world is needlessly blind.

We are proud to present our Friends of Fred corporate partnership program in Hong Kong, bringing together a circle of corporate partners who share our vision of ending avoidable blindness around the globe.

4 out of 5 people who are blind don’t need to be. The Fred Hollows Foundation works to change this by addressing the leading causes of avoidable blindness in more than 25 countries around the world. Our results are sustainable, innovative, and measurable – and with our established history of delivery and excellence, we are delivering real impact and changing lives forever.

If you are interested in learning more about becoming a Friends of Fred corporate partner, please contact:

Laura Lee

Chief Representative – HK & ASEAN

E: llee@hollows.org 

W: www.hollows.org/hk