No matter the size of your business, in an age of heightened awareness of ethical and environmental issues, the number of consumers looking to do business with organisations who take Corporate Social Responsibility seriously is on the rise. While most businesses understand the value of giving back, the question isn’t whether or not charitable giving should be a priority, but rather how to go about it.
Here at Gone for Good, we think establishing solid CSR initiatives are a Win Win situation and here are our top five reasons why you shouldn’t ignore CSR any longer:
1. It improves your Public Image
Building a reputation as a responsible organisation will give you a competitive edge. Corporate Social Responsibility initiatives can help to establish your brand as one that is socially aware and ethical. It can also help you differentiate your business from your competitors.
“88% of consumers said they were more likely to buy from a company that supports and engages in activities to improve society.”
– Better Business Journey, UK Small Business Consortium
Activities such as involvement with the local community are ideal opportunities to generate positive press coverage.
Everyone enjoys a ‘feel good’ story!
2. Employees are more likely to choose you as an employer and stay with you for longer.
People are drawn towards organisations with a good reputation and like working for one that is committed to more than just the bottom line. The 2016 Deloitte Millennial Survey reports that:
Almost nine in 10 (87 percent) believe that
“the success of a business should be measured in terms of more than just its financial performance.”
This makes it easier to recruit employees. By involving them with CSR, it may boost their morale and they may feel motivated to stay longer and this in turn will increase staff retention levels.
3. Clients will see you in a better light
Various studies* have shown that positive Corporate Social Responsibility perceptions (e.g. philanthropy, ethical contribution, environmental contribution) are good for Customer Satisfaction, which in turn spills over into improved Customer Loyalty. In short, visible and wide ranging Corporate Social Responsibility is actually good for business.
* Examples include Network for Business Sustainability (NBS) study on Fortune 500 Companies, Journal of economics and Business Management (study on Impact of CSR on Customer Loyalty in China).
4. It can save you money
Corporate Social Responsibility doesn’t just have to be about donating money. It can be about implementing environmentally-friendly policies in the workplace. With the aforementioned benefits of adopting CSR practices, come positive financial outcomes too: the reduction of recruitment and retraining costs; the potential of increased sales and repeat business due to improved customer retention.
5. It can improve your business connections
“Philanthropy can be a wonderful gateway into a network of professionals and leads alike that can help elevate a business from obscurity to prolific success.”
By adjusting your brand so that it is associated with good causes, you can attract interest from other organisations that you wouldn’t normally be able to.
What is Gone for Good and how can it help?
Gone for Good is a Nationwide, award-winning*, smartphone app. Described as “Uber for charities” the app allows users to get rid
of any unwanted clothing, furniture, or other household items, while helping out local charities. They simply donate the items using the free app.
The service aims to re-channel 6% of the saleable clothing, furniture and other items that currently end up in landfill. If it does this, charity shops could double their income, which will go towards helping important causes across the UK. It’s hope is that it will encourage recycling and re-use, so will have a positive effect on the environment too.
Gone for Good also aims to double the amount of stock for those living below the poverty line that rely on charity shops for clothes, children’s toys, furniture and other items.
How it works!
Take a picture – Take a photo of the items on their phone, using the app so that the charity knows what to expect (there’s also a House Clearance option, too).
The charity collects –The chosen charity then gets in touch and arranges to collect the items direct from the property.
By encouraging your staff, customers and suppliers to use the Gone for Good app you can have a wider social benefit as well enhancing your reputation to the benefit of your business. It doesn’t need to be a “big bang” initiative; lots of people doing lots of little things over time can amount to a lot of “Impact”.
Gone for Good is able to quantify the value of goods donated to charities by your staff, so that you can include those figures in your Corporate Social Responsibility reports. This allows you to have an even bigger social impact than just cash fundraising and it takes little effort to implement.
Examples of Gone for Good CSR in action
ANS is a Manchester-based cloud computing company who actively encouraged their 135 Manchester staff to use the Gone for Good app to donate their own unwanted goods to charity. Staff donations raised over £2,000 for charity, simply by encouraging them to clear out their clutter.
The Residential Landlords Association (RLA) emailed their vast mailing list of members in late July. Over £2,000 raised for good causes in less than three months AND the app was able to solve a major problem for their members in terms of clearing out unwanted goods that tenants leave behind when vacating.
At Gone for Good success is largely measured in terms of money raised for good causes. We went national at the end of April 2016. On our current run rate we’ll help raise £1 m for good causes. But it’s not really us. It’s companies like you and employees and staff of companies like you. All we’re doing is helping to make it easy for you to do the right thing, and helping out with some numbers on it.
Lots of people doing lots of little things – but making a big difference. And doing what’s good for business too!
If you’d like to find out more, please visit our website or get in touch with our Managing Director, Mark Charnock on 0161 262 0161 or firstname.lastname@example.org.
* Gone for Good was awarded the Best Not for Profit Project at the Big Chip Awards in Manchester in June 2016.