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Internet companies try a myriad of marketing techniques
to create a unique brand identity. They give away millions of dollars,
invent playful names, spend lavishly on advertising campaigns, and
develop forgettable mascots. For all their grandeur and glitz, most
web-based businesses have ignored a tried and true tool in building
brand loyalty and enhancing the image of a business: PHILANTHROPY.
With the recent demise of numerous high profile
dot-coms, customer confidence is at an all-time low. Charitable
efforts allow marketers to increase their credibility while at the
same time creating an emotional bond with consumers. And, since
the web robs you of touch, taste, smell, and often sound, partnering
with an appropriate charity can assist Internet companies in achieving
the six key elements to creating a virtual brand:
1. Consistent: A philanthropic association
provides a company yet another touch point to reach the consumer
and reinforce its positioning. For instance, Monster.com finds jobs
for Olympic athletes. As a charitable gesture, it is a generous
offering for world-class athletes. At the same time, it is consistent
with Monster's brand identity and company purpose.
2. Interactive: The competitive businesses
of the World Wide Web rely upon interaction to win the short attention
span of today's consumer. If a portion of the proceeds from a sale
benefit a preferred charity, it provides a motivation for continued
interaction between the socially conscious consumer and that site.
Web sites such as Shop for School and GreaterGood with its extensive
alliances foster the interaction.
Another company, TakeToAuction.com, strategically
used a charitable donation recently to intensify the interaction
with a bidder. After selling a rare stamp for more than $91,000,
the company committed $30,000 to Mothers Against Drunk Driving -
a fact that was touted on its home page.
3. Trustworthy: A consumer, especially in
the cyber world, must trust a brand in order to guarantee brand
loyalty. What better way to invoke trust than to give back to the
community? Dan's Chocolates created the "Great Chocolate Challenge"
that donated $1.00 for each visitor to the site. Over $50,000.00
was raised for charity and at the same time, the company transformed
itself into a durable brand. Today, the site has over 2.5 million
unique visitors and is expected to achieve revenues of $5 million.
This event opened the door for chocolate lovers to trust the company
with their palettes as well as their donations.
4. Personable: To be successful, a brand
must evoke an emotional bond from the consumer. The Internet by
nature is a hands-off, ineffectual environment. However, incorporate
a charitable donation and suddenly a company goes beyond being a
simple site. It transforms into a warm, caring and personable donor
that cares about our world. Pets.com, despite its recent demise,
donated money to animal shelters through its Pets.community arm.
It failed, however, to acknowledge its generosity on its home page
or even provide a link for customers to contribute to this worthy
cause.
5. Personalized: The Internet is a customized
Shangri-La. I can go to a web site and make it fit MY needs. I can
have the site notify ME about MY favorite services or e-mail ME
when the product I want is available. I know that for every purchase
of Ben & Jerry's that I make, a portion of the proceeds eventually
makes its way to the Foundation that is specifically chartered to
fund organizations that work for social, systemic change. Or, I
can log on to find the next stop of its Habitat for Humanity College
Tour.
6 Unique: Since so few e-businesses are giving
to philanthropic causes, those that do add to their brand credibility
by being unique. Cisco, recognizing that 2,000 of its 19,000 employees
had become millionaires, hired an on-site counselor to assist with
charitable giving. Isn't it time other high tech companies followed
suit by making philanthropy a priority?
With these six elements of branding in mind, marrying
not-for-profits with e-business is a truly symbiotic relationship.
On one hand, it is an ideal solution to the desensitized world of
technology, turning an invisible net-based company into a conscientious
community partner. At the same time, deserving charities benefit
from the dollars generated and heightened awareness to their cause.
Afterall, the level of giving to charities from individuals has
remained stagnant at an anemic rate of 2% of income.
Further, generating brand equity through a philanthropic
partnership creates a positive domino effect for the company overall.
Public relations opportunities abound. New customer bases can be
reached. Word-of-mouth advertising takes off. Employee morale increases.
Yet, with the exception of a few Internet companies, e-businesses
have virtually ignored philanthropy as a means to reinforce a positive
brand image.
Maybe it is apathy, oversight or idiocy. Whatever
reason, the time is ripe for Internet companies to bring charity
to their home page. In the process, they will grab mind share and
watch their brand equity soar.
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