{"id":793032,"date":"2024-10-03T06:47:57","date_gmt":"2024-10-03T04:47:57","guid":{"rendered":"https:\/\/businesstech.co.za\/news\/?p=793032"},"modified":"2024-10-03T07:04:16","modified_gmt":"2024-10-03T05:04:16","slug":"csr-done-differently-how-corporate-internal-marketing-departments-can-support-non-profits","status":"publish","type":"post","link":"https:\/\/businesstech.co.za\/news\/industry-news\/793032\/csr-done-differently-how-corporate-internal-marketing-departments-can-support-non-profits\/","title":{"rendered":"CSR done differently: how corporate internal marketing departments can support non-profits"},"content":{"rendered":"\n<p>By Lauren Pybus, National Marketing Manager, Euphoria Telecom<\/p>\n\n\n\n<p>Corporate social responsibility (CSR) has evolved from a tick-box exercise to a key pillar in supporting communities and building a company\u2019s reputation as responsible corporate citizens. However the traditional approach to CSR often prioritises monetary donations, leaving a wealth of corporate expertise untapped.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong><a href=\"https:\/\/euphoria.co.za\/reach-for-recovery\/?utm_source=BusinessTech&amp;utm_medium=SponsoredArticle&amp;utm_term=October2024\" target=\"_blank\" rel=\"noreferrer noopener\">Click here to learn more about Euphoria Telecom\u2019s Remember To Think Pink campaign.<\/a><\/strong><\/li>\n<\/ul>\n\n\n\n<p>Attracting and retaining skills is a difficult task for any company but in the non-profit sector this is exacerbated by budget constraints and salary competition.<\/p>\n\n\n\n<p><strong><a href=\"https:\/\/www.personio.com\/about-personio\/press\/NGOs-across-the-globe-struggling-to-attract-and-retain-talent\/?utm_source=BusinessTech&amp;utm_medium=SponsoredArticle&amp;utm_term=October2024\" target=\"_blank\" rel=\"noreferrer noopener\">One international study<\/a><\/strong> found that more than half of surveyed NGOs were struggling to attract skilled staff. The result is that non-profits experience skills gaps in areas like finance, legal and marketing.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mybroadband.co.za\/news\/wp-content\/uploads\/2024\/09\/Lauren-Pybus-National-Marketing-Manager-Euphoria-Telecom-In-article-Image-1200x675-1.jpg\" alt=\"\" class=\"wp-image-562889\"\/><figcaption class=\"wp-element-caption\"><em> Lauren Pybus, National Marketing Manager at Euphoria Telecom<\/em><\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">The role of internal marketing departments<\/h2>\n\n\n\n<p>Many charitable organisations lack the expertise or resources to develop the types of campaigns that draw attention and compel people to take action. But by dedicating time and resources, corporates can help fill in the gaps, to support awareness, growth and fundraising efforts.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Case study &#8211; &#8216;Remember to Think Pink&#8217; campaign<\/h2>\n\n\n\n<p>An example of this in action is the &#8216;<strong><a href=\"https:\/\/euphoria.co.za\/reach-for-recovery\/?utm_source=BusinessTech&amp;utm_medium=SponsoredArticle&amp;utm_term=October2024\" target=\"_blank\" rel=\"noreferrer noopener\">Remember To Think Pink<\/a><\/strong>&#8216; campaign, developed by Euphoria Telecom in collaboration with the breast cancer support programme, Reach For Recovery (R4R).<\/p>\n\n\n\n<p><iframe loading=\"lazy\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/9JT2O2U_2rQ?si=9GTIbnk1ZpKvIdwz\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen=\"\"><\/iframe><\/p>\n\n\n\n<p>The campaign is built around using bright pink (the symbolic colour of breast cancer awareness) sticky notes, to remind women to schedule their annual breast exams. This early detection messaging, in English, isiZulu and isiXhosa, is both memorable and actionable.<\/p>\n\n\n\n<p>The sticky notes are placed in businesses where women gather to act as a visual reminder to get checked. This is supported by an online and social media campaign, with a specially produced informational video.<\/p>\n\n\n\n<p>What sets this campaign apart is that it was entirely executed by Euphoria Telecom&#8217;s internal marketing team.<\/p>\n\n\n\n<p>This approach not only reduced costs but also allowed for a cohesive and targeted campaign that stayed true to Euphoria\u2019s brand and values.<\/p>\n\n\n\n<p>By doing the campaign work internally, Euphoria was also able to redirect the funds that would have gone to an ad agency towards Reach for Recovery\u2019s printing and production costs for the campaign materials. This means that the organisation has been able to roll out a fully conceptualised campaign, without having to dip into its operational budget.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Incentivising non-monetary contributions<\/h2>\n\n\n\n<p>All this raises the question: Why aren\u2019t more businesses doing this? One reason is that there is just no incentive to do it. While donations are tax-deductible, the time and resources spent on developing and executing campaigns are not.<\/p>\n\n\n\n<p>Corporate social responsibility programmes should be about far more than financial incentives, but ensuring that donations of time and skills are treated similarly to monetary donations could encourage more corporates to invest this way. Whatever the incentive mechanism, the goal should be to encourage corporations to think beyond just writing a cheque.<\/p>\n\n\n\n<p>By tapping into the array of skills they possess, businesses have the opportunity to expand their corporate social responsibility initiatives in a way that supports the excellent work that non-profits do.<\/p>\n\n\n\n<p>The result is stronger, more effective partnerships that benefit organisations, businesses and most importantly, the communities they serve.<\/p>\n\n\n\n<p>For more information watch the video below or visit: <a href=\"https:\/\/euphoria.co.za\/reach-for-recovery\/?utm_source=BusinessTech&amp;utm_medium=SponsoredArticle&amp;utm_term=October2024\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>https:\/\/euphoria.co.za\/reach-for-recovery\/<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Corporate social responsibility (CSR) has evolved from a tick-box exercise to a key pillar in supporting communities and building a company\u2019s reputation as responsible corporate citizens. <\/p>\n","protected":false},"author":57,"featured_media":793034,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10459],"tags":[3574,11134,20583],"class_list":["post-793032","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry-news","tag-csr","tag-euphoria-telecom","tag-think-pink"],"_links":{"self":[{"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/posts\/793032","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/users\/57"}],"replies":[{"embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/comments?post=793032"}],"version-history":[{"count":5,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/posts\/793032\/revisions"}],"predecessor-version":[{"id":793513,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/posts\/793032\/revisions\/793513"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/media\/793034"}],"wp:attachment":[{"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/media?parent=793032"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/categories?post=793032"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/tags?post=793032"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}