When you hear many of today’s corporate promises and slogans, you would think they belonged to nonprofit organizations. A few of my favorites are: To inspire and nurture the human spirit –Starbucks Your potential, our passion –Microsoft To improve the lives of the world’s consumers–now and for generations to come –Proctor and Gamble To contribute to the overall health and wellness of our world –Pfizer
These are not just lines from some social responsibility policy. They are core statements of mission and purpose proudly displayed on corporate Web sites. As today’s brands attempt to differentiate themselves from their many competitors, more and more of them must be truly inspiring.
And why not? Companies that genuinely leaven their commercialism with a sense of higher purpose are more likely to build powerful connections–intellectual, emotional and spiritual–with their customers.
However, it isn't easy. Unless you are willing to associate with and support an inspiring cause genuinely, consumers will strike back with a vengeance. As the Cone 2004 Corporate Responsibility Report noted, when a company is perceived as acting badly, 90 percent of consumers would consider switching to another company’s products or services.
Make Me Believe
To inspire the consumer, you must help him believe in something he once thought was
impossible. This is where innovators will thrive and hidebound institutions will die.
Innovators think in quantum leap fashion while most institutions think incrementally.
If you can only describe your company’s dreams and ambitions in the context of a
percentage of growth, you will inspire no one.
So, as you assess the impact of your business on your customers and the wider society, ask yourself this question: “What would the world look like if I were to fulfill my mission tomorrow?” Try asking this at your next team meeting, and you will uncover very quickly whether you have the capacity to be inspiring or not.
Appreciation Works
To inspire the consumer, you must show genuine appreciation for her business.
Nonprofit organizations are exceptionally good at making their donors feel special.
Even the small contributor receives a thank-you note, and with a donation at the $100
level, there’s usually a phone call, too. By those standards, how many companies
should have had someone call you to express their gratitude for your business?
Conversely, expressing genuine appreciation creates a lifelong relationship. Imagine how you would feel on receiving a voice mail that said simply, “Thank you for being such a great customer. We are not calling to sell you anything. We only want to say thank you.” I also received a similar call from someone at Direct TV in the same week. Now, I won’t even consider going somewhere else to buy plants or get a television signal.
A Place at the Table
To inspire the consumer, you must also help him see that he is a part of a community
of world changers. One of the most powerful fund-raising terms is the word join:
"Join the fight,” ”Join the cause,” “Join me.” These exhortations all indicate that
you can be a part of something bigger than yourself. More than ever before, our
identity is defined by the communities we are a part of–even virtual ones!
Show the Outcomes
Finally, to inspire the consumer, you must convey how you are making the world a
better place. I saw this principle illustrated in the most dramatic fashion when
I toured the Huntsman Corporation offices in Salt Lake City, UT. Throughout the
building, wall photos showed people in towns and villages all around the world
where the company and its employees were providing medicine, clean water and education.
The underlying message was: What we are doing as a company is helping to make the
world a better place.
No matter what kind of business you are in, the nonprofit sector can teach you how to inspire your customers–but only if you are making the world a better place and show it. Give those customers something to believe in that they once thought was impossible while also demonstrating genuine appreciation for their business.
Furthermore, help them connect with other customers as part of a larger community, and communicate how your business is improving the world. Lead and they may follow. Teach and they may learn. Inspire... and they will never be the same.
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