By Ben Kulis, Simplicity Lone Beacon’s Operations Manager
The term “Marketing” has evolved over the years and now encompasses a wide variety of strategies all geared towards two main goals, creating awareness of your brand and ultimately driving leads. We have also seen an increase in corporate social responsibility (CSR), as companies are increasingly finding innovative ways to connect with their audiences beyond traditional advertising. One of the most impactful strategies gaining traction is brand promotion through volunteerism. This approach not only fosters positive social change but can also strengthen your advisory’s identity and can inspire customer loyalty in profound ways.
Building Authentic Connections
Volunteerism doesn’t just have to be done on a company level. It can filter down to your individual employees as well, creating deeper ties to your community on a more personal level. For example, my own experience as a volunteer is tied to the Special Olympics Massachusetts where I have served on the games management team for over 20 years and have now shared that opportunity with my whole family. Zoe Menendez, our Senior Digital Marketing Manager, volunteers at her local dog shelter, our VP of Digital Media, Kirby Mack and his family, do amazing work with their church group.
When employees and stakeholders actively participate in volunteer activities, they become ambassadors of the brand’s values. Whether it’s cleaning up local parks, participating in food drives, or supporting educational initiatives, these efforts showcase a genuine commitment to making a positive difference which a brand can represent through the employee’s actions.
Enhancing Brand Reputation
Such actions create authentic connections with customers who respond to community involvement and giving back and can see the people behind the company. According to a Cone Communications study, 87% of consumers are more likely to purchase a product from a company that advocates for issues they care about. This statistic highlights the growing importance of aligning business goals with social impact.
Moreover, positive brand associations formed through volunteer efforts can extend beyond consumer perception. They can influence media coverage, attract top talent who seek purpose-driven workplaces, and even bolster investor confidence. In essence, volunteerism serves as a catalyst for building a robust and resilient brand image.
Creating Meaningful Marketing Opportunities
Whether done as a company or an individual, these activities provide unique storytelling opportunities for brands. Through compelling narratives and visual content, companies can demonstrate their values and community impact. In other words, it allows brands to walk the walk, not just talk the talk. These real stories and efforts resonate deeply with audiences, fostering emotional connections that go beyond product features or services.
Using social platforms to amplify the reach of these stories allows you to engage personally with an audience ready to engage with your company. Campaigns centered around volunteerism can generate organic sharing and encourage additional user-generated content, further amplifying both visibility and advocacy. Encourage staff to take pictures and videos to help tell the story, this benefits both your company, but also helps raise awareness of the charitable organization.
Driving Employee Engagement and Satisfaction
Employee engagement can have compounding benefits for a business too. Internal volunteer programs not only contribute to employee satisfaction but also foster a sense of pride and fulfillment among staff members. When employees participate in meaningful activities supported by their employer, they feel valued and connected to the company’s mission.
This sense of purpose translates into higher morale, increased productivity, and reduced turnover rates. Furthermore, companies that encourage volunteerism often attract talent who value corporate citizenship and seek workplaces where they can make a positive impact.
Promoting your advisory through volunteerism is a powerful strategy that transcends traditional marketing tactics. It enables you to build authentic connections with your target community, creates additional compelling marketing opportunities, and drives employee engagement. By aligning business objectives with social responsibility, brands not only contribute to positive change but also position themselves as leaders in their industries.
“Life’s most persistent and urgent question is, What are you doing for others?”
— Martin Luther King, Jr.
About the Author: Ben joins the Simplicity Lone Beacon team, having most recently worked in the public relations sector developing marketing and PR campaigns for national brands within Science, Healthcare, Tech, and Professional Services. Before that, he spent over a decade in broadcast radio, creating integrated campaigns for clients and elevating brands. Ben began his marketing career working for the Kraft Group, leveraging the power of the Patriots brand through new media and the grassroots crowd-building efforts of the New England Revolution.
Outside of work, Ben is an active volunteer in youth sports and has served on the Games and Management Team for the MA Special Olympics for nearly 20 years. He lives in Woburn with his wife, Marie, and three children.
