Cause Marketing Archives | B2B

Midmark and World Vision: Equipping caregivers at home and abroad

World Vision Staff — Tue, 20 Apr 2021 15:10:12 +0000

For Midmark, the tagline “Designing better care™” is about more than their commitment to delivering excellence in the healthcare industry; it goes back to the vision of Midmark’s founder to be a leader in caring for the community.

Midmark’s ongoing growth as a global corporation continually increases the scale of that vision, and their strong partnership with World Vision enables them to care for communities locally and around the world.

The company’s collaboration with World Vision started in 2005 when they began donating high-quality, easy-to-use medical equipment to clinics in remote areas of developing countries. Since then, the partnership has grown exponentially, resulting in the donation of hundreds of exam tables and an invaluable amount of urgently needed healthcare supplies.

Midmark has invested in World Vision’s work in the United States as well. Seeing the critical need for quality services in the Appalachia region and in other domestic places where World Vision is helping to improve access to healthcare, Midmark donated state-of-the-art medical and dental equipment, allowing doctors to see more patients and serve those with limited mobility.

Midmark also pioneered a unique trade-in program, offering discounts to their customers for used equipment that they then donate to rural health programs around the world.

Images: Midmark’s contributions to caregivers in Africa

Exam tables donated by Midmark help health centers and doctors in the Democratic Republic of Congo be better equipped to serve their patients.

Thanks to the generosity of Midmark, World Vision was able to provide exam tables that will allow several clinics to better serve their patients.

Thanks to this and many other generous donations, fewer women will be forced to deliver their babies on surfaces like kitchen tables and the ground - unfortunately a common practice in many African countries.

Midmark’s work with World Vision goes beyond product donations. During the AIDS crisis, Midmark engaged their line managers in a teambuilding event through World Vision, assembling kits of medical supplies for community HIV and AIDS caregivers in Africa.

The event was so successful that the managers created a “Day of Caring,” giving Midmark employees at multiple sites the opportunity to participate in building kits. Midmark employees continue to be involved with World Vision programs at multiple Midmark locations and special events.

Staying true to their passion, Midmark continues “Designing (and providing) better care” through their trade in program, through donations to World Vision, and through their Days of Caring, all of which improve medical services and impact lives around the world.

Join World Vision: Donate top-quality product to benefit the lives of those in need around the world.

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Cause Marketing during COVID-19

World Vision Staff — Wed, 10 Jun 2020 20:54:37 +0000

As the economy struggles to right itself after more than a year of pandemic-related shutdowns, agile companies are using cause marketing to emerge into a “new normal” with exponentially greater brand recognition and brand loyalty than before. While it might be a time of lean revenues, connecting with customers through a shared, common cause will pay dividends in the future and build a positive long-term reputation.

While millions of people have tested positive for COVID-19, many more have been affected by the near-total economic shutdown. Companies are scrambling to adapt as consumers tighten spending, but agile companies are using cause marketing to emerge into a “new normal” with exponentially greater brand recognition and brand loyalty than before. While it might be a time of lean revenues for some organizations, connecting with customers through a shared, common cause will pay dividends in the future and build a positive long-term reputation.

Like any disruption, COVID-19 presents an opportunity to react quickly and gain positioning with target audiences, especially as stimulus payments are distributed. Large corporations like Anheuser-Busch and Ford recognize this cause marketing partnership, and are mobilizing their distribution and manufacturing assets for the common good. Audiences are generally more optimistic about private responses to the crisis than they are government responses, and companies are responding appropriately to satisfy a different type of consumer demand: the demand for good news.

Consumers are faced with an abundance of news about companies struggling and failing. As brands struggle to tell their stories in a time of crisis, the story needs to become a redeeming one of taking a stand for a greater purpose.

A Mintel study shows that in non-crisis times, nearly 73% of Americans say a company’s charitable giving affects their purchase decisions, while 84% of consumers place importance on a company’s support for a charitable cause. Customers with emotional relationships with a brand have more than 300% the lifetime value as those who don’t, and will be 26% more likely to recommend that brand to others. While this might not be an easy time to make profits, the opportunity is there for brands to create important emotional connections with clients through cause marketing.

The COVID-19 crisis promises to sear itself into the popular memory as a generation-defining event, and those memories are increasingly being made on social media. When consumers remember the lockdown in the future, will they remember your brand going through the crisis with them? Will tomorrow’s consumers remember your brand doing good in a dark time?

Partner with World Vision

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Engage your employees through Kit Building

World Vision Staff — Sun, 23 Feb 2020 18:52:23 +0000

World Vision’s kit building events are easy and fun! And every kit your employees build will help improve the lives of children and families.

We deliver kit supplies directly to your event location. In addition, we offer personal event coaching and marketing resources to make sure your group has the best possible experience.

Book your Kit Building event today at kits.worldvision.org

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Building business and spreading goodness: The dual advantages of cause marketing

World Vision Staff — Wed, 15 Jan 2020 22:33:26 +0000

Like corporate social responsibility (CSR), cause marketing is getting increased attention in the business sphere. If you’re wondering how cause marketing can benefit your business, or how to implement a cause marketing campaign that both grows your business and accomplishes something good in the world, read on!

What is cause marketing?

Cause marketing is a subset of corporate social responsibility. While CSR encompasses the variety of ways that businesses can express socially conscious values, cause marketing refers specifically to how companies leverage these efforts to promote their own business goals. It creates a deeper connection between customers, their favorite brands, and the causes they care about.

For example, if your business does pro bono work or makes an annual donation to a charity, that’s part of your CSR strategy. If, however, you connect that giving with a promotional campaign (such as matching customers’ gifts) or use other strategies to make people aware of your giving, it becomes cause marketing.

Examples of cause marketing

Besides matching customers’ donations, there are many ways you can support your nonprofit(s) of choice, draw attention to your business, and engage customers, including:

Inviting customers to donate when they make a purchase
Giving a set percentage of your profits to charity
Promoting a socially conscious, industry-relevant message
Holding a pledge drive that rallies customers and generates buzz
Highlighting employee volunteer events

For more, including real-world examples of cause marketing campaigns, check out these 8 effective cause marketing methods to grow your business.

Benefits of cause marketing

Because cause marketing effectively serves as the public face of corporate social responsibility, it delivers many of the benefits of CSR — like increased sales, strengthened brand awareness and loyalty, and differentiation from your competition.

More and more, people expect companies to conduct business in a socially conscious way. And it’s not just theoretical: they pay attention to and make decisions based on the values companies demonstrate over the long haul. For example:

87% of Americans will purchase a product because a company advocated for an issue they cared about.
78% believe companies must not just make money, but also positively impact society.
66% would switch from a product they typically buy to a new product from a purpose-driven company.
66% of people around the globe would pay more for sustainable goods.*

Cause marketing with World Vision

While many deserving charitable organizations exist, there are good reasons to focus your cause marketing on international development. And when you partner with World Vision, we’ll help you create promotions that align with your goals, boost your bottom line, and empower kids and families to build futures free of poverty. We’ve partnered with companies of all sizes to build successful cause marketing campaigns like these:

For every mattress purchased during a seasonal promotion, Denver Mattress donated clean water for one person for a year.
For the past six years, Thirty-One Gifts has partnered with us on Giving Tuesday to match financial donations with donated products that support new moms, deliver medical supplies, and keep girls in school.
One Cup Coffee Co. built its business model to leverage donations and matching grants, so every dollar of coffee purchased creates a dollar’s worth of impact for the people we serve.

Through World Vision’s work, every 60 seconds, a family gets water, a hungry child is fed, and a family gets the tools to overcome poverty — and businesses like yours are important partners in making this possible. For more about the benefits of cause marketing or how we can help you implement it, check out our news and stories.

Ready to get started? Fill out our simple form and we’ll provide logos and resources for your promotion. If you hope to raise $25,000 or more, one of our reps can provide expert insights and personalized support to help make your campaign a success. We look forward to hearing from you!

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5 reasons why employee engagement is crucial to business

World Vision Staff — Wed, 11 Dec 2019 18:44:30 +0000

Looking for ways to boost productivity? Research shows that key business metrics significantly improve when employees are engaged, giving their companies a leg up in the marketplace. Engagement is deeper than simply being happy at work — it means employees feel invested in your organization and share its values. And it can be nurtured a variety of ways, through small details of company culture or full-day focused events. For example, as a World Vision partner, you can engage employees by matching their donations or by hosting a Global 6K for Water® to raise funds for clean water (or both!). Here are five reasons why engagement matters:

Engaged employees improve profitability

When employees feel engaged in the workplace, they’re more productive. They take their work more seriously and put in the effort to make the business successful. And since they’re closest to the day-to-day logistics, engaged employees can help identify unexpected opportunities to be more cost-effective.

Highly engaged business units are 21 percent more profitable.¹

Engaged employees are more loyal

Workers are also more likely to stay with their employer when they’re engaged — this is why company culture matters. If people feel disconnected from leadership or values, a slight salary increase from a competitor could be enough for them to leave. But if they feel appreciated and have a stake in the company’s mission, they’re less likely to trade those away, even for a bump in pay.

47 percent of people looking for new positions say company culture is the main reason.²

Engaged employees create a better customer experience

Workplace engagement doesn’t just impact employees — it also affects customers. It’s easy to see how workers feel about their employer in any business, and that influences the whole transaction process. When employees are engaged, they’re inclined to go the extra mile to make sure a customer’s experience with the company is as positive as their own.

Highly engaged business units show a 20 percent increase in sales and 10 percent increase in customer ratings.¹

Engaged employees give their best effort

Employees who feel valued are more likely to go above and beyond what’s expected of them. And this can affect more than just measurable productivity. Engaged employees adopt a sense of ownership in the business, even taking action outside their official responsibilities to improve the company or streamline operations.

Employees who feel their voice is heard in the workplace are 4.6 times more likely to feel empowered to perform their best work.³

Engaged employees are the most satisfied

An employee can be satisfied without being engaged, but if they are engaged, they’re generally more satisfied too. Though compensation, leadership, and other factors affect satisfaction, high engagement can offset shortcomings in these areas. That’s why fostering a company culture that employees are proud of can make such a difference for morale.

22 percent of employees rank culture and values as the most important factor in being satisfied at work.⁴

Partner with World Vision today to drive your organization’s employee engagement and see how it can benefit you. Whether you’re looking for traditional volunteering options or a bigger event, we have a variety of opportunities to fit your needs. Explore your options today, and feel free to ask questions by calling 1.866.859.5437 or emailing employeegiving@worldvision.org. We’re looking forward to working with you.

¹Harter, J., & Mann, A. (2017, April 12). The Right Culture: Not Just About Employee Satisfaction. Retrieved from https://www.gallup.com/workplace/236366/right-culture-not-employee-satisfaction.aspx.

²Nobes, C. (2017, October 16). US workers willing to compromise on salary for the right benefits, company culture, and career growth opportunities. Retrieved from https://www.hays.com/press-releases/us-workers-willing-to-compromise-on-salary-for-the-right-benefits-company-culture-and-career-growth-opportunities-2030744.

³Kirsh, A. (2018, February 2). Why Equality and Diversity Need to Be SMB Priorities. Retrieved from https://www.salesforce.com/blog/2018/02/why-equality-and-diversity-need-to-be-priorities.

⁴Stansell, A., & Chamberlain, A. (2019, July 10). Which Workplace Factors Drive Employee Satisfaction Around the World? Retrieved from https://www.glassdoor.com/research/studies/employee-satisfaction-drivers.

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Partnership Update | Bradford Soap Works

World Vision Staff — Fri, 25 Oct 2019 21:56:20 +0000

On April 3rd & 4th, 2019, World Vision Somalia hosted a 2-day workshop – teaching soap making and important hygiene practices in the Community of Doolow , Somalia. Bradford Soap Works generously provided the soap base, a critical supply for the workshop. Thanks to your donations, World Vision Somalia staff equipped participants with new skills and empowered a community with safe health practices!

Report compiled by: Aisha Shidow Mohamed, WASH Project Assistant, World Vision Somalia

Workshop Introduction and opening

The workshop was officially opened by a World Vision staff member, Abdullah Nadir Mohamed with a prayer and explanation on the importance of making the soap. The first day started with introduction where every participant introduced themselves.

Expectations and responsibilities for learning

Most of the participants’ expectation was to learn how to make soap and take the responsibilities of making use of the skills in future for income generating projects.

Introduction to soap making The main aim of WASH is to reduce diseases. Hygiene is composed of personal hygiene, environmental hygiene, domestic hygiene, food hygiene, and water hygiene. Good hygiene practices reduce the incidence of diseases such as trachoma, scabies, skin and eye infection, and diarrheal related diseases like cholera and dysentery. The key to improving hygiene practices among the communities and children is promoting behavioral change.

Keeping hands and bodies clean is one of the most important steps that can be taken to avoid getting sick and spreading germs to others.

Many diseases and germs are spread by not washing hands with soap and clean running water. Soap is part of hygiene, which is a major component in WASH. During distribution of hygiene kits, organizations cannot meet all the needs of the affected population with soap and it is not sustainable to distribute soap all year round. Soap making from soap base presents a more cost-effective way of providing soap to vulnerable communities, and can also be used to promote business skills, especially among women and other vulnerable members of the community.

How to make soap

Supplies:

Soap Base (Powder or chunks)
Pots
Water
Heat source
Mold
Small amount of oil

Procedure:

Fill a pot half-way with water, and let the water boil. Very hot water makes the soap melt evenly.
Add the soap chunks into the boiling water, and a batch of salt to make the soap melt evenly.
Mix the soap constantly, otherwise it will burn. Avoid producing foam, which makes the soap look lighter.
Prepare the mold by applying some oil or liquid fat to help release the soap from the mold.
It takes 40 to 60 minutes to get the desired consistency depending on the amount of water used and the size of the pot.
Pour the melted soap in to the mold, press the gelatinous soap with a spoon against the mold to be sure there are no air bubbles, then cover the mold with a lid.
On the following day, remove the soap from the mold onto a clean table
Measure and decide what size of soap you want. Cut the soap into bars and then leave them for some days to dry and harden.

Thanks to Bradford Soap Works dedication, World Vision has been able to impact families in communities all across Somalia!

Together, we are making a difference!

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Children now have the power to choose their sponsor

World Vision Staff — Fri, 20 Sep 2019 21:38:02 +0000

For the first time in its seven-decade history, World Vision is launching a new invitation into child sponsorship and enabling children to choose their sponsors through an innovative experience called Chosen^TM.

“Chosen puts the power to choose their sponsor in the hands of the child,” says Edgar Sandoval Sr., president of World Vision U.S.

It’s a simple, yet powerful switch at the beginning of the sponsorship relationship that recognizes the dignity and value of children living in extreme poverty—and expresses World Vison’s belief that these children have the power to change their own lives and their communities; and even to touch the lives of their sponsors.

Jeanne and Jarrett Stevens had their photo taken with their daughter, Gigi, while holding a family photo to represent their son, Elijah. Their photo was then sent to Kenya where a child would get to choose them. (©2019 World Vision/photo by Andrea Peer)

Chosen^TM starts with people here in the U.S. signing up to be chosen and getting their picture taken. That photo is sent to a community where World Vision works, to be displayed with the pictures of other potential sponsors. The community gathers for a celebration where the kids choose their sponsors. Soon thereafter, sponsors will receive a picture of the child holding their photo and a note letting them know about the child and what made the child choose them.

“Chosen introduces children to the first of many empowering choices they will now have through child sponsorship, so they can become agents of lasting change,” Sandoval says.

This summer, Guatemalan children from a village facing extreme poverty and violence arrived at a sponsorship event early, dressed in their best clothes hoping it would increase their chances of being sponsored. But as the party started and the children were informed that they would get to choose a sponsor, Tucson’s Rev. Mat Grover who was in Guatemala for this occasion saw something he will never forget: “Tears filled their eyes and their expressions changed from ‘pick me’ to genuine smiles,” he said. “These kids (…) suddenly found themselves at a place where their voices mattered; they had a choice.”

Mwongeli chose the Stevens family to be her sponsor and proudly walked around holding her new sponsor's photo. When Jeanne recognized the photo, their meeting was electric. (Photo courtesy of Jeanne Stevens)

Empowering people out of poverty has been at the heart of World Vision’s work around the world since the organization started in 1950. Through its efforts, World Vision has impacted the lives of more than 200 million vulnerable children by tackling the root causes of poverty.

Starting in September, Chosen^TM is launching nationwide and will expand over time to various countries where World Vision works. Individuals who would like to learn more and be Chosen™ online can do so by visiting WorldVision.org/Chosen.

To learn how to host a Chosen™ event at your business, or to partner with World Vision for a cause marketing campaign, email: businesssolutions@worldvision.org

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4 Great Reasons to Focus Your Cause Marketing on International Development

World Vision Staff — Mon, 12 Aug 2019 22:34:41 +0000

With so many deserving causes out there, it can be a challenge to settle on a charity of choice for your business. Should you focus on international needs, or support something closer to home? While every business will find a different solution, here are four reasons to partner with an international development organization like World Vision for your cause marketing strategy.

Consumers care about international development — and want to support businesses that do too.

Last year, a study commissioned by World Vision found that 31 million U.S. households with incomes of at least $50,000 are open to giving to international charities. These households donated at least $100 in 2017, which shows that they value the impact of charitable giving. Additionally, the 2017 Cone Communications CSR Study found that 87% of consumers will purchase a product because a company advocated for an issue they care about.

This presents a big opportunity. By aligning your cause marketing with international development, you can increase your competitive advantage, attract these consumers, and build your brand as a company that shares your customers’ values.

Global development causes are diverse. You can choose the right one to align with your strategy and match your footprint.

What are you — and your customers — passionate about? Whether it’s healthcare, education, disaster relief, or providing holistic care to children in need, there are causes critical to international development that make sense for your company to support.

This also gives you more flexibility in structuring your cause marketing strategy. Some companies align their products with a cause. Others hardwire corporate social responsibility into their business model, and donate a portion of every purchase. If you have an international presence or source raw materials and products from overseas, you can even look for a nonprofit partner that works in that region.

By making your cause marketing strategic, you can show consumers and employees that your corporate social responsibility efforts are authentic, and that you’re interested in more than just the bottom line.

Globalization is increasing — and many of your consumers are global citizens.

As technology, travel, and other developments continue to shrink our globe, more consumers feel a connection with others around the world. In fact, research commissioned by Western Union in 2017 found that over half of millennials consider themselves global citizens rather than citizens of a single country. Furthermore, the same report found that 88% of respondents believe countries need to collaborate to build a better future.

Whether or not your business has an international footprint, supporting international development is a great way to tap into this mindset. Consumers will recognize and respond to your efforts to take your corporate social responsibility to the global level.

International development is underrepresented in charitable giving, offering you a way to stand out from the crowd.

According to Giving USA’s 2018 Annual Report on Philanthropy, international development represents only 5% of all charitable giving in 2018 — a small amount considering the scope of international development. Even so, it was one of only two giving segments that grew last year.

Clearly, international development is on people’s minds. And since market share is still so low, it’s a great time to be an early adopter and take advantage of the current growth trend.

As consumers think about which brands to do business with, you can position yours as one with a global perspective and the passion to make an impact.

Intrigued by these potential benefits? We’d love to help you find the strategy that works best for your business. Simply fill out our form to learn more about becoming a Cause Marketing Partner. We’re looking forward to working with you.

*Stats taken from the 2017 Cone Communications CSR Study, the 2017 Western Union Global Study—“Globalization: A World View of the Future,” and the Giving USA 2018 Annual Report on Philanthropy.

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Women Who Dare to Dream

World Vision Staff — Mon, 24 Jun 2019 16:32:53 +0000

The Impact of the Women’s Empowerment Fund

We all want children to thrive. Yet in impoverished rural communities, the opportunities to earn a good income are rare—leading many families to live in extreme poverty. Children often go hungry and drop out of school. For families, dreams of a better life are often crushed.

Until now. With the support of generous partners like you, World Vision is helping families pursue their dreams of a better life and a brighter future. Thanks to the Women’s Empowerment Fund, women now have access to:

Savings groups
Microloans
Business training
And other financial services

In the case of Alice Mkumbadzala, she used the Women’s Empowerment Fund to change her life.

Prior to the loan, Alice and her family seemed to be in a constant struggle against droughts and crop failures. And with little to show at each harvest, she and her husband could barely provide the basics of life for their children Clemencia and Benadetta.

“It was so heartbreaking,” she notes. “We didn’t know what would become of ourselves and the children.”

Life changed when Alice received a $70 loan from World Vision. She used some of that money to purchase fertilizer. The remainder went to fuel for a communal pump that was used to bring water from a nearby stream to the family garden. While she hoped to grow enough vegetables to feed her family, her yield was better than expected. In fact, she was able to sell her extra vegetables for a profit.

“If it wasn’t for the loan and these vegetables,” she says, “I am sure that we would have sold our goats or split up the family in order to search for employment in the city.”

Alice is just one of many hardworking women who have escaped extreme poverty thanks to generous partners like you who are helping families fulfill their dreams.

Learn more about the Women’s Empowerment Fund.

Women's Empowerment Fund

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The Global 6K Water Challenge

World Vision Staff — Tue, 02 Apr 2019 18:31:30 +0000

Join with your employees and change the world!

Last year, people gathered around the world to walk or run 6 kilometers in support of the Global 6K Water Challenge. In the end, more than 48,000 people and 29 businesses joined together to provide clean water for over 63,000 people. And this year, we plan to do even better!

Why the Global 6K?

Every day, nearly 1,000 children under the age of five die from diarrhea caused by contaminated water, poor sanitation, and unsafe hygiene practices. We can change that!

Clean water frees children from deadly diseases, liberates women and children from hours spent collecting dirty water, and opens the door to a promising future. By supporting the Global 6K, you can save lives by providing clean water to more children and their families!

Benefits to your company:

Unite your employees with a healthy team building activity
Engage your local community around a good cause
Elevate your brand in the eyes of stakeholders through Corporate Social Responsibility (CSR)
Promote your company’s wellness strategy

How to Participate

Sign up today to join the event or make a one-time gift to support clean water. You can make a difference on Saturday, May 4, 2019!*

*If you can’t join the event on May 4, you can hold your own 6K Water Challenge on any day of your choosing.

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