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We can assume that most people and small businesses give charitably out of genuine concern and care. People like to associate themselves with businesses that support meaningful projects. It makes us feel good. Thus, the marketing benefit is that this attaches a likability factor to your business. And, yes, consumers are looking for reasons to like you (because they typically don't like your prices). Big companies have long employed charitable giving into their strategy of getting customers to know, like and trust them.
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