Trust in the future?

One of the trust points for women is "thoughtfulness", doing things beyond the call of duty or showing concern for the greater good. For many being thoughtful may seem too "girly" for business. According to a report presented by Genette Eaton, the CEO for HomeAid , supporting a "cause" adds to the bottom line as well as improving the future of someone less fortunate.

In Genette's case, HomeAid is the "cause" for Pardee Homes a builder of high quality homes in the California. While Pardee builds homes for those who can afford them by day, they also build shelters for temporarily displaced people on their off hours. It's an acknowledgment that some people have money, some don't, but both need a roof over their heads.

Genette reported the numbers. Being a "giving company" meant that customers were three times more loyal, employees were five times more likely to stay both of which made shareholders happier as well. (You can grab more facts from a 42 page report found on CECP's site (CorporatePhilantropy.org) Good matches build better futures for both the cause and the company.

She stressed that the key reason some companies get "cause marketing" right and some get it wrong is if the CEO is completely behind it. It also helps to have the "cause" work hand-in-hand with their business like it does for Pardee where it became an extension of the Pardee Personality.

Marketers: Be on the look out for longterm projects that match your business the best.

Women: As the group that does the most volunteer work, it's up to you to let companies know how your organization would be a great fit for them. Don't call companies up and ask for a donation, instead ask their marketing department to lunch and look for how you can both benefit from a long term relationship.