Make Their Next Purchase a Feel Good Experience by:Scott Lindsay
The title above may have you thinking this article is all about impulse buying
. While I can understand the confusion I am actually focusing on a different kind of 'feel good'.
Some may call it corporate giving or corporate responsibility. However, there are plenty of businesses that feel the term corporate seems a term too large for their small business. For these smaller businesses I'd like to offer an idea that may allow you to give back and make your customer base feel good.
One of the big issues during an economic downturn or recession is employment. You might live in a community hard hit by unemployment. One of the most common issues affecting the unemployed is housing and food for affected families. With many foreclosures noted in this recession there are many individuals frequenting rescue shelters and food pantries for help.
You can adopt a local, regional or national organization that is really working to meet the needs of those hardest hit by the economy. There are two ways you can invite site visitors to join you.
Giving Based on Sales
You can tie a financial gift to an organization based on a percentage of the total sale. You can indicate an even greater willingness to give by offering a larger percentage on a select group of merchandise. This can allow consumers to gain an understanding of what their purchase can do to help and then help further by considering items that provide a greater benefit.
Giving Based on Direct Appeal
What this means is that you will need to supply a means to allow consumers to directly supply a donation to the organization or organizations you have chosen to help. They can fill out a secure donation form online and join in your cause.
Dedicate a Page to Each Organization
On every page that you talk about the organization you are working with you will need to provide a link to a page (on your website) that you've dedicated to that organization. It will talk about the group, supply pictures when appropriate, indicate the history of the group and how the group will use contributions to further their goals and objectives. This page should also supply a link directly to the organization so your customer can take an even closer look if desired.
While this can be a powerful objective in a difficult economy it can also be an equally accepted concept anytime. Sometimes a company will pass along a discount to consumers, but others have discovered that some customers may be even more willing to purchase if they know that their efforts will result in helping others through tough times.
The bonus for you as a business owner is that you are able to assist an organization you are interested in to a greater degree than you may have been able to do on your own. Consider it your own mini-movement, your own crusade and your customers are your followers.
Collectively you can do much more than you ever can on your own.