With research being just a click away, consumers are making educated decisions about which companies deserve their business. Now, more than ever, it is so important to stand out from the crowd. Its not just about offering the better deal, which still remains important, as smart consumers demand more than just financial satisfaction.
Today, consumers need to feel like theyre getting something in return when they make a purchase. When merchants offer a portion of their sales to nonprofits, consumers feel like theyre contributing to something larger than a profit. Just imagine walking away from a transaction knowing that you did something to better your communityits a no-brainer! Helping the customer walk away from the purchase feeling good about giving you their business is key to creating a positive consumer experience.
Beyond consumer experience, its important to make employees feel great about the company that theyve chosen to devote their time and energy toward. Everyday, I have the privilege of saying that I love my job. I love it because we donate a portion of every sale to nonprofits, schools, and associations. I end my day feeling like Ive made an impact in the world because my work has helped to better the community.
My company also provides a really good way for businesses to dip their toes in philanthropic waters. If you are a business and cant decide which cause to focus your philanthropic efforts on, We-Care.com allows you to support about 500 at the same time. We-Care.com is an online mall that gives consumers a list of 1800 merchants to shop through. When the user clicks on one of those merchants, he or she is taken to the merchants website. From that point, a portion of every dollar he or she spends on that website will be donated to his or her favorite cause.
The message is simple. Consumers and employees have too many choices and struggle to make wise decisions. If a business wants to be a frontrunner that stands out from the crowd, it needs to give back. And, if not for the purpose of being competitive, do it for a different type of reward. It feels great to give back.
Gina Navani is the Director of Operations at We-Care.com. You can follow her at @WeCareChica.