CSR Giving strategies are quickly evolving and partnering with customer facing marketing initiatives that allow a brand’s customers to direct where they want to see the donations targeted.
CSR organizations are tasked with delivering on a company’s desire to reinvest profits to charities. Thousands of hours and millions of dollars are invested in these efforts with little visibility to key stakeholders until the end of the year. The annual CSR report aims to communicate an organization’s commitment to being socially responsible and promotes transparency amongst stakeholders. Now, many cutting edge CSR organizations are letting the customer or employees have direct input into the types of causes they would like to be supported allowing a brand to consciously build its Cause Persona and to select the nonprofits to receive funding.
Research found that 77% of consumers are motivated to purchase from organizations committed to making the world a better place. Further studies have shown that 67% of consumer prefer to donate to a local nonprofit, in their community, over a national organization.Let's Chat
by John McNeel
Our Client Success Managers help design a giving strategy that works for your brand mission and fits your customer demographics. We have the technology that allows you to build out a hyper-local curated offering of nonprofits and the professional services that ensure all charities are reputationally secure and that they receive all donations in a timely manner.
Combining the expertise of these powerful internal teams is allowing smart brands to build strong emotional connections with your institution's brand purpose and values. By focusing your giving strategies on local nonprofits, the brand now becomes the Generous Citizen in customers communities. Few companies have the strategies or the tools to make this happen.
Target customers can help direct how Target gives to the communities around them.
As a Target Circle member, guests earn a vote for each Target trip. Guests can then use those votes to direct where funds go in support of nonprofits in their community and across the nation. As each voting period wraps, Target awards grants to the nonprofits based on the percentage of votes they receive.
"We worked directly with guests to develop Target Circle, and the program includes the benefits and perks that they told us were most important to them, from earning on every Target trip to having the opportunity to help Target make a positive impact within their local communities."
– Rick Gomez, executive vice president and chief marketing and digital officer, Target
How it works
Community Giving Program is the program which provides Target Circle members the opportunity to earn and cast votes to help direct where Target makes its Donation to Nonprofits.
Rotating every 90 days, customers see a selection of local and national nonprofit charities, when they visit Target Circle online or through the Target mobile app.
Nonprofits will appear based upon a customer’s identified local store location.
Customers can cast their votes to a single organization or customers can choose to spread it amongst the nonprofit options.
Partners will change regularly to allow customers to support a variety of organizations in their local community.