The need to obtain resources for those most in need given the opportunity to have a politically correct image.
Non-profit entities and foundations or associations that do charity must have “non-profit marketing” strategies, that is, they must seek financial support from companies or institutions in the industrial or commercial sectors in order to develop their activities. On many occasions "charity" must be sought, must knock on doors and must "convince" people that collaborating also has not only moral but also economic value.
This reality creates an opportunity for entities seeking resources, but also represents an "opportunity" for companies seeking to improve their social image and long-term commercial value.
THE VALUE OF A SOCIALLY CLEAN IMAGE:
Let's start by highlighting a reality: "In marketing, image is almost everything." Not only in terms of product, promotion and advertising but also in terms of "social valuation of the image of companies". A company that in people's minds is seen as "politically correct" will have a comparative advantage in terms of consumer appreciation, social acceptance and therefore "better results".
Faced with this reality, many companies seek to project clean, diaphanous and above all "charitable" images. It inspires an image of collaboration, participation and it is as if people who will not buy will stop supporting "noble causes" and "wonderful ideals."
Entities: This is where the opportunity is found for non-profit entities to obtain donations, aid, support and sometimes even full endowments of products.
GOODNESS OR BUSINESS?
Political correctness has become an important market factor. Consumers generally approve correct causes and also think that large companies should contribute to the solution of social problems, this point is especially true in Latin American countries, where the immensity and complexity of the problems make the populations in They generally see business classes as "favored elitists and unjust." And the multinationals as monsters that devastate economies.
True or not it would be pertinent to observe some new practices or trends where a new trend that appeals to social solidarity to improve the image of companies stands out:
- The latest trend in marketing fashion is "so-called marketing with a cause," a name that simply brings together the points that have been discussed previously. (Moral valuation of the brand, political correctness, etc. It consists of associating a brand with a certain social project with the ultimate purpose of “selling more.” The subject of the world of advertising is no longer the product that is advertised but the company “The product is not sold, the social cause is sold.” The old cold relationship between companies and non-governmental entities or foundations no longer exists, the rapprochement is evident. New forms of “marketing with a cause” have appeared For example, for the purchase of our X diapers, the company will donate 50 pesos a day for the children, if you use our credit card you will be supporting homeless people in some country etc.
Regardless of the moral debate, non-profit organizations must learn to use new strategies to seek that companies use marketing tools with a cause, non-profit or whatever they want to call themselves, to obtain the necessary resources and develop the activities that make their mission a noble cause.
The important thing is that the objectives pursued by charities are met and for this reason, on some occasions, the phrase that reads is valid:
"The end justifies the means".
