Chikonzero Kutengesa Kwakanyanya Kukosha uye Kukuru Kuregerera
Nokuti kushambadzira, kunyange zvazvo zvisingaiti zvitsva, kwakava kuzivikanwa munguva dzema1980 nehumwe hunoonekwa uye hune zvibereko huripo pakati peAmerican Express neSitatimende reRuberty rokudzorera.
Nokuti kushambadzira nekubatsirana kwekambani kuri kuwedzera kubvira ($ 2 bhizinesi yemabhizimisi muna 2016), kuva imwe yenzira dzakakurumbira dzekusimudzira mari yezvipo, uye nzira yakananga kuhutano hwemagariro evanhu kumabhizimusi mazhinji.
Saka chii chichaitika mune ramangwana nekuda kwekutengesa? Zvitatu zvinogona kutaurira kuti nei vatengesi vanoita kuti vaende.
Tsika # 1: Kukura Kwakawanda
Izvo zvinokonzerwa nekudengesa zvakadzama uye zvakashata. Kubata bhizinesi kubvunzurudza kuti vanobata sei nyika, vanhu vavo, nevatengi vasvika kupfuura nhepfenyuro yevateereri kumusangano wepasi rese.
Nevane mapfumbamwe-mu-10 vachitarisira makambani kuita zvinopfuura kungotora purogiramu, Cone Communications yakadzika zvikuru mukati megore reEbiquity Global CSR Yokudzidza . Iko kuongorora kwakawana kuti vatengi kwose kwose vari mubhokisi nehutano hwemagariro evanhu.
Semuyenzaniso:
- 64 muzana yevatengi vanotarisira makambani kuti aende kumusoro nepamusoro pemakwikwi avo kana zvichiuya ku CSR. Vane 11 muzana chete yevatengi vanoti CSR haisi yekuti ivo kana kutenga kwavo kusarudza. Munhu wose haasi kungocherechedza asi anokwanisa kuranga makambani asina kuita zvakanaka.
- Vashandi 90% vakaongororwa vanoti vanokwanisa kuchinja marongerwo kuti vatsigire chikonzero kana mabhii maviri akafanana mumutengo uye nehutano. Zvimwe zvinotyisa ndezvokuti 57 kubva muzana vaitenga chigadzirwa chemhando shoma kana zvakange zviri nani kune zvakatipoteredza kana sangano.
- Vagari venyika yose vanowedzera vachidavira kuti vanogona kuva nemigumisiro. Inenge inenge mitatu (72%) inotenda kuti inogona kuita zvishoma-uye-zvinokonzerwa nehutano hwevanhu uye hwezvakatipoteredza kuburikidza nekutenga kwavo zvisarudzo.
- Munyika yose, vatengi vanotora CSR kunyange kupfuura. Zvinopfuura zvitatu nemashanu zvinogamuchira mubhadharo wekubhadhara kushanda kwekambani inotarisira. Izvi zvinonyanya kuitika zveMillennials avo, maererano nehumwe chidzidzo, vanoda kushanda kune makambani anonyanya kusimbisa chinangwa, kwete ruzivo.
- Kugovana kunogona kutora nzvimbo yekutora kune vakawanda vatengi. Muchidzidzo cheCone, 62 kubva muzana yevatengi vanoti vanozopfuura vachiva nemuzvigadzirwa uye panzvimbo iyo vakakwereta kana kugoverana zvigadzirwa.
Mabhizimisi aiwanzofunga kuti CSR yakanga iri sarudzo. Zviri pachena kuti hazvisisiri. Vanoda vatengi nevatengi vanoda kutarisira zvikonzero zvakanaka kuburikidza nekutenga kwavo. Vanotarisirawo makambani kuti ave nemhosva mune zvebhizimisi dzavo.
Nokuda kwekusina maturo, mamiriro acho ezvinhu zvakare. Nokuti kushambadzira kurongwa kwakaitwa nebhizimisi kwakaputika. Imwe yenzvimbo dzakasvibiswa haisi paTV kana mumagariro evanhu asi patinotenga. Checkout charity yakave iyo yegoridhe yezvizhinji zvisina ruzivo , kunyange zvisingaratidzi sekunakidza kana kunakidza.
Tsika # 2: Makambani Anotanga Kukumbira Vashandi Kuita Kuchinja
David Hessekiel weCause Marketing Forum inotaura kuti makambani dzimwe nguva akashandura matafura pamusoro pevatengi. Vanokumbira maitiro ekuchinja, kwete kungotenga zvigadzirwa.
Chinonyanya kukosha ndechekurarama hupenyu hwakanaka uye kugara wakachengeteka.
Mienzaniso yemaitiro aya inosanganisira Kurega Kusvuta Mushandirapamwe neCVS, iyo Inogona kumirira kutora kusatumira mameseji uye kutyaira neAt & T, uye New Balance SparkStart yakakurudzira munhu wose kuti aende.
Pamwe chete nemafambisirwo akadaro kufarira kunosvika kune Generation Z. Vanopikira kuti vave kunyanya kushamwaridzana nevanamato kupfuura Mireniyali, pamwe chete ivo "vagari vedijiti," vachida makambani kukurira nzira itsva dzekutaurirana. Mushandirapamwe (mushonga wehandi kuna David Hessekiel zvakare) waiva H & R Block's Budget Challenge. Yakadzidzisa mari yekuverenga nekunyora kunonakidzwa kwepurogiramu yekuita sangano Ikambani yakapawo zvikwereti kuburikidza nekuedza uku.
Izvo zvinokonzerwa nehuwandu hwezvemagariro zvakasimudzirawo kukonzera mishandirapamwe yekuita kuti ive yakawanda kwazvo. Kukurukurirana uye mishandirapamwe zvino zvinosanganisira kutengeswa kwekubudiswa kwekutengesa, kutengeswa kweTV, hashtag mashizha emitambo yevanhu, streaming video, nezvimwe.
Mumwe muenzaniso waiva 2015 #MakeItHappy mushandirapamwe neCoca-Cola kurwisana neukombiyuta.
#MakeItHappy yakatanga neshinda yakakwirira uye yakabva yanyura mumagariro evanhu apo vanhu vakakurudzirwa kugovana "positivity." Izvo zvakanga zvisina kufambisa kufamba, kunyange zvakadaro, sezvo Coca-Cola aifanira kusimudza purogiramu yayo ye Twitter nekuda kwepank yakaipa iyo yakaderedza iyo yakanaka. Mvura itsva, matambudziko matsva.
Tsika # 3: Kuvandudza Maitiro Akanakisisa
Sezvo chinokonzera kutengesa kuchikura zvakakurumbira, chakaipa chinokonzera kutengeserana kwakadanirwa kukanganisa. Vhidhiyo uye vanhu vese vakaratidza kusagamuchirwa kana zvichiita kuti kutengeserana kusvike pamapurisa.
Ingofunga nezvekubatana kweKomen kweCure neKentucky Fried Chicken, kana kuti "pinkwashing" iyo yakave yakarwisa mamwe mapurogiramu ekutengesa kenza yepabonde buriOctober.
Isu tose tinoda kuti tive netsika dzakanaka nekuda kwekutengesa. Uye ivo vari kukura. Muenzaniso ndiwo urongwa hwekufanirwa nekenza yepabonde inokonzera zvirongwa zvokudhinda zvakagadzirwa naJoe Waters uye Cone Communications. Nzira dzakanakisisa dzemitambo iyi dzinosanganisira maitiro maviri ekujekesa :
- kupa ruzivo rwakakwana maererano nerudo rwunobatsirwa kuitira kuti vatengi vangazvitsvakurudza;
- uye kutaura chaizvo mari yakawanda iyo rudo ruchawana, zvose pamwe uye / kana kubva kune imwe neimwe kutenga.
Tarisa kune dzimwe nzira dzakanakisisa sezvazvakazoitika. Nzvimbo dzakanaka dzinosanganisira The Cause Marketing Forum, Cone Communications, uye Self Self Giving (Joe Waters 'blog).