Corporate Social Responsibility (CSR) is more important than ever, as investors increasingly want to see that firms are putting something back into the community. But, by putting in place a publicity-friendly CSR initiative, you can ensure that your philanthropy also helps with fund marketing.
A good example of publicity-friendly philanthropy is a Google initiative to donate money to good causes in the San Francisco Bay Area. The company got lots of engagement and media coverage by asking the public to decide which schemes got the cash. This was online as well as through interactive posters – in places like bus shelters, next to food trucks, and in restaurants – where locals could push a button to vote for their favourite cause. The lesson here is that a CSR campaign that’s clever and attention grabbing can be used as part of your fund marketing efforts by spreading the word through PR, social, web, email etc.
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