Kushambadzira kwakakonzerwa nekakaitika kwakaputika mumakore achangopfuura kunyange zvazvo iri pfungwa duku.
Nokuti kutengeswa kwakatanga, pamunyika yose, pakutanga kwema1980 apo American Express yakabatana neboka risingabatsiri raive kusimudzira mari yekudzorera Chirevo cheRusununguko.
American Express yakapa chikamu chekutenga kwose kuburikidza nekadhi rechikwereti kune chinokonzera pamwe nemupiro wowedzera kune imwe shanduro itsva inoguma nekambani yekodhi yemukati.
Iyo kambani yakatorawo huru, panguva yayo, kuparidzira mutsva.
Zvigumisiro zvino zvinozivikanwa: The Restoration Fund yakakwira kudarika $ 1.7 mamiriyoni, uye American Express kadi yakashandiswa yakasimuka 27 muzana. Katsva kadhi yakashandiswa yakawedzera 45 muzana kupfuura gore rapfuura. Zvose izvi zvakazadziswa nemwedzi mitatu.
Munhu wese aibatanidzwa ndiye akanga akunda. Chikonzero chinopa rubatsiro chakagamuchirwa mari inoda, American Express yakawedzera kutengesa kwechigadzirwa chayo uye yakawana mukurumbira wehutano hwevanhu. American Express kunyange vakatengesa izwi rokuti "kukonzera-kwakatengeserana."
Iye zvino, makambani akagamuchira zvizere izvo zvinonzi "kuita zvakanaka kana uchiita zvakanaka." Kushambadzira kwakakonzerwa nekodzero kunogona kuva ndiyo nzira huru iyo mabhizinesi anoratidza maitiro avo evanhu.
Kukura kwechikonzero kukashamba kwakakura kubva kune $ $ 120 mamiriyoni muna 1990 kusvika kune $ 2 bhiriyoni muna 2016. Vamwe vatengi vanoita sevanochifarira. Kutsvakurudza kunoratidza kuti vanodarika 84 muzana yevatengi venyika yose vanoda kutenga zvigaro zvemagariro evanhu kana zvekuchengetedza mamiriro okunze.
Chinoshanda sei?
Iko kune maBhaibheri akawanda ekutengeserana kwakakonzera. Icho chibvumirano pakati pebhizimisi uye risina maturo kusimudzira mari yeimwe chikonzero. Iko kambani inotarisira kubatsirwa neurongwa urwu nokutengesa zvimwe zvinhu uye nekufarira "halo" kuitika kwekubatanidzwa neyekuremekedzwa isingabatsiri kana kuti chinokonzera.
Chirongwa chekutsvaga chinokonzerwa nehukonzero hachisi chekusazivikanwa kana kuti chepasi-chinopiwa chekuita kune risina purofiti, asi iyo inoita kuti vanhu vose vazive kuti sangano iri riri mune zvemagariro evanhu uye rinofarira zvikonzero zvakadai sevatengi varo. Iyo isingabatsiri inobatsira zvose mari uye kuburikidza nepamusoro pehuwandu hwehupfumi semugumisiro wekudyidzana kwayo.
Makonzerwo emakambani ekutsvaga emakambani akawedzera mumakore mashomanana apfuura uye anogona kuonekwa nenzira dzakasiyana-siyana. Jocelyne Daw, mubhuku rake Cause Marketing for Nonprofits , anonyora mamwe ematunhu akakurumbira:
- Product sales . Funga nezve (Red) mushandirapamwe, uyo wakaunganidza makambani akawanda kutengesa zvinhu zvakasikwa zvakakwana (Gap T-shirt tsvuku kana iPod tsvuku) pamwe nechikamu chekutengesa kwekuenda kune Global Fund yeHIV / AIDS kudzivirira.
- Purchase Plus . Uyewo inonzi "point-of-purchase, iyi inoratidzirwa inoshandiswa inoitika pamitambo yekucheka kwezvokudya zvekudya kana zvimwe zvekutengesa." Vatengesi vanowedzera zvipo kumutemo wavo. "Shamba inotora mari yacho uye inoipa iyo isingabatsiri shamwari. pasi-key, asi izvo zvinoita kuti mapurogiramu aya ave nyore kugadzirisa. "Hurukuro yerudo" mishandirapamwe yakakonzera mari inodarika madhora 388 mamiriyoni muna 2014 uye $ 3.88 mabhiriyoni mumakore makumi matatu adarika .
- Kurairirwa kwekodhi yekusakundidzira, marashi, uye zvinhu . Inzairidzo inomhanya ye gamut kubva kune zvishandiso zvinowedzera zvebasa risina purofiti yekushandisa ikarita yezvigadzirwa zvekutengeserana zvakadai seT-shirts, mugs, uye makadhi echikwereti kuti vasina ruzivo vape ruzivo kana kurumbidzwa kwemimwe michina. Muenzaniso wekupedzisira ndeyeAmerican Heart Association inotsigira michina inosangana nemitemo yehutano hwemoyo.
- Zvinyorwa zviitiko nemapurogiramu . Zvichida muenzaniso unonyanya kuzivikanwa wechinhu chinonzi co-branded chiitiko ndiSusan G. Komen "Race for the Cure." Asi idzi haisi nguva dzose dzinomhanya kana kufamba. Semuenzaniso, yeLondon Children's Museum yakasangana nekambani ye 3M yekuvaka uye kupfeka shanduro yevana yevana. Masayendisiti kubva kumakambani akabatsira nezviratidzwa apo vashandi varo vaishanda sezvipiri .
- Zvemagariro evanhu kana hurumende zvirongwa zvekutsvaga Kushambadzira kwehupfumi kunosanganisira kushandiswa kwekutengesa mitemo nemaitiro ekukurudzira kuchinja kwehutano mune vamwe vateereri. Muenzaniso ndeye kubatana kweAmerica Cancer Society nemakambani akawanda pamakore, nokuda kweGreat American Smokeout.
Ndekupi Kutengeserana Kunokonzerwa neChina Kusiyana neChishanu Philanthropy uye Kubhadhara Kwekambani?
Pane kusiyana kwezvikamu izvi zvechikonzero kutengesa kunyange zvingave zvisingave zviri pachena kune vatengi.
Semuenzaniso, kuponesana kwekambani kune zvipo zvakananga zvemari kune zvisina maturo. Izvo zvipo zvinowanzobva kunheyo yehurumende . Izvo zvipo zvinogona kutsigira chirongwa chinoshandiswa nevasina purofiti uye chinogona kuva kwenguva pfupi kana yakareba.
Kubhadhara kwekambani iri zvishoma pedyo nekukonzera kushambadzira kubvira apo sangano rinopa mari isingabatsiri kuti iite chiitiko, runza unyanzvi hwokuratidzira, kana imwe nguva yemaitiro mashoma. Mari yacho inogona kubva kumiganho yehukama yehutano yehurumende, kana bhajeti yekutsvaga uye kambani inotarisira imwe nzira yekuparidzirwa nenzira yekuparidzira, PSAs, uye zvinhu zvekutsvaga.
Ndeipi Kubatsira Kwemakambani Akabatana-Aita?
Vose vasina ruzivo uye bhizinesi vanofadzwa nezvizhinji. Kune bhizimisi, kutengeserana-kunokonzerwa nehukonzero kunoratidza kuti iri mune zvehupfumi uye hunoita kuti vanhu vakawanda vazive nezvehutsika uye chido chekutsigira zvikonzero zvakanaka.
Kune vasina ruzivo, zvipo zvinobva kune chimwe chinokonzera-chinokanganisa purojekiti yekudhinda inogona kuva yakakosha, uye iyo mari inowanzoregererwa saka kunyange nepamusoro mari inogona kuvharwa. Kunze kwezvakabhadhara mari yemari, rudo runonakidzwa nekuparadzirwa kwepamusoro uye kushambadzira kunowanzosangana nepurogiramu yakashambadzira yakakonzera. Iko kushambadzira uye PR zvinogona kubva kune hukama hwehupfumi hwehupfumi uye masangano ekutengeserana mukubatana pamwe nekushambadzira kwekusakundidzira .
Pane Kukundikana kweMakambani Akabatana-Akakonzerwa Here?
Kune nguva dzose inogona kuti imwe yemapato anobatanidzwa (isina ruzivo kana sangano) anoita chimwe chinhu chinokuvadza mukurumbira wayo. Mune izvozvi, imwe sangano inogona kuonekwa isisina kunaka zvakare. Nokuda kwechikonzero ichocho, makambani uye zvisina maturo vanofanira kusarudza shamwari dzavo nekuchenjera.
Kunze kwekunge, pane kuve nekunyanya kunetseka pamusoro pekusina purofiti kunokwereta mazita avo akanaka kumabasa ekubhadhara. Inotadzisa kuvimbika kwesina maturo here? Inosvibisa mitsetse pakati pebhizimisi uye hupiro hwenyasha? Ko munhu asingabatsiri "anotengesa" nekukweretesa rubatsiro rwayo kune zvigadzirwa zvisingasviki kune vanhu vose here? Iyi mibvunzo inoenderera mberi ichirikudziridza zvose zvekubhadhara mari uye vadzidzisi vekutengesa.
Mara Einstein, purofesa wokudhinda, akakurudzira nyaya idzi mune imwe nyaya mu Chronicle of Philanthropy :
- Kutenga zvigadzirwa nokuda kwechikonzero zvinotora nzvimbo yekunyora cheki kune charity kana kuenda kune imwe nzvimbo paIndaneti nekunyora kwechipo chemwedzi?
- Iko huru, yenyika isingabatsiri iyo yakave iyo magetsi ekutengeserana inotora pfungwa uye mari kure nemaduku asi asi sezvipo zvakakodzera zvakabatsirwa?
- Kubvira pakukonzera-kutengesa kunowanzobatwa nemudhipatimendi wokudhinda wemakambani anobatanidzwa, unoita "maitiro ekugadzirwa" kune vamwe vanhu here?
Yese yemibvunzo iyi yakarurama. Isu tose tinoziva nezvekukonzera mishandirapamwe yekudhinda yakaenda zvakashata zvakanyanya. Zvichida zvakakanganwa zvikuru zvakaitika apo sangano reSusan G. Komen rakabatana neKentucky Fried Chicken. Ichava nguva yakareba tisati tave kukanganwa zvimedu zvepikisi zvekuku! Ikoko kwaiva nekutsamwa kukuru kuona chibereko chisina kunaka chakabatanidzwa nehutano hwekenza yemazamu,
Kune rumwe rutivi, zvakanaka zvakawanda zvinobva mukukonzera kushambadzira apo mapoka ose anosarudza zvikonzero uye mabhizimisi zvakanaka.
Joe Waters, guru guru rekutengesa, anotaura kuti kune mikana isina mitezo yezvipo uye mabhizimisi kuti vaite zvakanaka pamwechete. Uye, sevatengi vachiri kuramba vachiisa mari yavo apo mwoyo yavo iri, zvipo zvinofanirwa kutsvaga mikana yekuita chikamu mumusana wekutengesa nyika.
Zvinyorwa zvenyaya ino zvinosanganisira:
- Chikonzero Kutengesera Kwekusakundikana: Mudiwa weChirongwa, Kushushikana, uye Kubatsirwa , Jocelyne Daw, Wiley, 2006 (Tenga kubva kuAmazon). Imwe nyanzvi yakanyatsorongedzerwa pamusoro pekutengeserana kwakakonzera.
- Unyanzvi hweCause Marketing: Mashandisiro Akutengeserana Kuchinja Personal Behavior uye Public Policy , Richard Earle, McGraw-Hill, 2002 (Tenga kubva kuAmazon). Earle anotaura nezvemusoro wake wegumi wepamusoro-chinokonzera-kutengesa mishonga uye nei vakashanda.
- Ita Izvo Zvakanaka (yaimbova iyo Cause Marketing Forum) Nzvimbo yakanakisisa yekuchengetedza nekukonzera kutengesa.
- Zvinhu Zvakasununguka Hazvifaniri Kurega Vatengesi Vemabhizimisi Vanoisa Agenda, Mara Einstein, Chronicle of Philanthropy (April 29, 2012). A-unofanira kuverenga chikoro.