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Charitable Mobile Marketing Program Gives Companies the CSR Key to Drive Profits
Corporate social responsibility (CSR) has become such a key driver of business success that Newsweek recently put out a list of America’s Most Responsible Companies for the very first time. Laura Saggese, Co-founder of Wrap For A Cause, is a trailblazer in the creation of authentic CSR programs.
“The buying, investing and employment decisions of many millennials are increasingly guided by a brand’s socially-conscious initiatives,” explains Saggese. “Corporate charitable giving has been around for decades, but only now is there a proven link between a business’s social commitment and the bottom line.”
Saggese points to statistics shared by the Reputation Institute that indicate 40% of the reputation of a company is related to corporate responsibility and CSR has a multiplier effect when it comes to a company's stock value. Additionally, "company mission and values" was the number one reason (33 percent) of jobseekers chose to work for one company over another.
However, people don’t just want to hear about a corporation’s support of a charity or issue, they demand to see it in action. That insight combined with Saggese’s extensive corporate and philanthropic experience, inspired her to create the not-for-profit Wrap For A Cause program that addresses the three areas of corporate social responsibility: environmental, social and corporate governance.
“Businesses can not only spread the news about their good works with eye-catching graphics on vehicles that become mobile billboards, they can activate a second layer of charitable giving,” she adds.
PHOTO: In September 2017, E.J. Ferraro, Assistant Athletic Director of Campus Recreation at Iona College, and Laura Saggese, founder of Wrap For A Cause, debuted the Iona College van wrapped in customized vinyl decals for the Juvenile Diabetes Research Fund (JDRF) and sponsor New York-based Country Bank. Photo by Wrap For A Cause.
Saggese explained that a Wrap company sponsorship not only includes a donation to the charity of their choice, but when a college or university fleet van is used, the school also receive a donation. The designated charity also earns 10% of the net proceeds from Wrap For A Cause after covering of the cost of the design, manufacturing and application of the vinyl decals.
Wrap For A Cause is designed to be the driving force for a company’s social media marketing plan as well. The customized colorful decals feature the hash tags of the sponsor and charity beneficiary for sharing across social media channels when supporters snap photos.
“Younger generations not only publicly advocate for their chosen cause, they personally show up to support the charity’s efforts,” said Saggese. “When they participate or volunteer for a Wrap For A Cause organization’s fundraising event like a 5k walk, they take lots of selfies in front of the van that they then post on Instagram, Snapchat and others.”
Saggese stresses that a corporation’s purpose-driven marketing campaign needs to be authentic and consistent or risk falling flat. The effort should not be “one and done”. For that reason, a Wrap For A Cause sponsorship requires a minimum three-month campaign commitment with a price range from $2,500 to $5,000 per month based on vehicle size.
When creating a customized sponsorship plan for a corporation, Saggese recommends additional promotional channels and activities. A company should have a separate page on their website dedicated to explaining their CSR initiative and reason for their involvement. Volunteerism should be encouraged across all levels of the company to connect actions to the company’s purpose. This will also engage employees and attract new workers and customers. The company can participate in existing events or create original internal and external activities that support the cause as well.
“A sponsorship of a Wrap For A Cause vehicle is a win-win proposition as it positions the sponsor as a community leader while boosting the bottom line,” said Saggese. “Companies literally cannot afford to ignore the importance of a comprehensive CSR plan that is backed up with a solid purpose-driven marketing plan.”
The mission of Wrap For A Cause is to help local and national nonprofit organizations create awareness with a memorable, viral campaign that raises funds and awareness using vehicle wraps - one cause, one wrap at a time. To learn more call call 1-888-392-9729 or visit www.wrapforacause.org.
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