The Purpose-Driven Brand
At Christie's CSR, is a big part of CRM. According to Usnik, Christie's helps many of its customers sell high-value works of art. Many customers then donate the proceeds to social causes that align with their personal values or passions. By helping customers turn wealth into support for charitable causes, they actually create strong emotional bonds with customers, rooted in empathy and understanding—which is far more critical for securing lifetime value than points and reward programs.
In just 2014, $300 million in sales were facilitated through Christie's that benefited non-profit organizations. Additionally, Christie's regularly volunteers its charity auctioneers to nonprofit events. And in 2014, he estimates they've raised $58 million for 300 organizations.
The key to successful branding via CSR programs and purpose-driven strategies that transcend all levels of an organization and penetrate the psyche of we humans striving to define our role in this world is sincerity. Anything less simply backfires. Brands must be sincere about caring to support worthwhile causes related to their field, and they must be sincere when involving customers in charitable giving.
Concludes Usnik, "You can't fake caring. If you pretend to care about a cause you align with, or a cause that is important to your customer, [you] won't succeed. Caring to make a difference must be part of your culture, your drive and your passion at all levels. If you and your employees spend time and personal energy to work closely with your customers to make a difference for your selected causes and those of your customers, you are far more likely to secure long-term business and loyalty and overall profitable client relationships."
Takeaway: The five primary drivers of human behavior, according to psychologist Jon Haidt of the University of Virginia and author of "The Happiness Hypothesis," are centered around our innate need to nurture others, further worthy causes, make a difference in the world, align with good and help others. When brands can define themselves around these needs, we not only influence human behavior for the greater good, we can influence purchasing behavior for the long-term good of our individual brands. And per the Edelman research, 76 percent of customers around the world say its okay for brands to support good causes and make money at the same time. So define your purpose, build your plan, engage your customers and shine on!
Jeanette McMurtry is a psychology-based marketing expert providing strategy, campaign development, and sales and marketing training to brands in all industries on how to achieve psychological relevance for all aspects of a customer's experience. She is the author of the recently released edition of “Marketing for Dummies” (Fifth Edition, Wiley) and “Big Business Marketing for Small Business Budgets” (McGraw Hill). She is a popular and engaging keynote speaker and workshop instructor on marketing psychology worldwide. Her blog will share insights and tactics for engaging B2B and B2C purchasers' unconscious minds which drive 90 percent of our thoughts, attitudes and behavior, and provide actionable and affordable tips for upping sales and ROI through emotional selling propositions. Her blog will share insights and tactics for engaging consumers' unconscious minds, which drive 90 percent of our thoughts and purchasing attitudes and behavior. She'll explore how color, images and social influences like scarcity, peer pressure and even religion affect consumers' interest in engaging with your brand, your message and buying from you. Reach her at Jeanette@e4marketingco.com.