I am a BIG believer in giving back. My parents modeled generosity for me often. We launched Just Between Friends, North America’s leading children’s and maternity consignment event, in the late 1990s, and we hoped that our efforts would bless many. As the company grew, my former business partner and I wanted to make sure we were also giving back. Very early in our flagship’s event’s history, Just Between Friends of Tulsa, we supported a local charity – Emergency Infant Services through cash and in-kind donations. My former partner, Daven Tackett and her husband Paul, now own the Tulsa franchise and continue to make a difference. We call it Good Works Between Friends – JBF Tulsa
Not surprisingly, giving back can also be good for business. In fact, a recent survey from PR Week found that 97% of all executives consider cause marketing to be a valid business strategy. The reason? Several recent studies and surveys found that customers want to do business with companies that have social responsibility and are contributing to the “greater good”. Here are a few key findings from recent survey by Cone Communications. (source – www.causegood.com
- When choosing between two brands that have the same quality & price, 90% of U.S. shoppers are likely to switch to products associated with a cause.
- 88% of Americans want to know if a business is socially responsible and want to hear about businesses’ social responsibility
- 79% of shoppers would donate to a charity supported by a trusted business.
So how do you build a good cause marketing program? Here are my key tips to get started;
- Find a charitable cause that is in line with your company’s vision and mission– At Just Between Friends, our customers are families with small children – birth to age 12. Therefore, most of our charity partners, nationwide, are involved with organizations that help families and children
- Focus on building a long term relationship with your charitable partner – You must have complete “buy-in” from your charity. By working together, both you and the charity will reap the benefits from the partnership
- Get your team/employees involved – At JBF our franchisees, their team leaders, consignors and even our shoppers are very supportive of our local charities. Many will continue to help that charity throughout the year, not just at our sales events.
- Be authentic when promoting your partnership – Do this by focusing on the charity and who it helps in your community. Make sure to let your customers know how they can help as well.
To learn more about how JBF “gives back”, please click here JBF Gives Back. Creating your own cause marketing program will be a true win-win program for your business and your community. Many blessings come from BEING a blessing! Shannon Wilburn is the CEO & Co-founder of Just Between Friends Franchise Systems, Inc. (JBF), North America’s leading children’s & maternity consignment event. JBF has 150 franchises in 28 states and Canada. JBF is actively seeking franchisees throughout North America. Click here to learn more about owning a franchise.