How to Engage Customers in Your Social Good Efforts | Customer Engagement Tips

There’s been a significant rise in interest in how businesses engage customers in social good. People are increasingly focused on how companies contribute to the community and address social and environmental issues. Businesses, as members of society, are expected to address social and environmental issues. People genuinely care about these efforts and want to support companies that contribute to the greater good. Demonstrating a commitment to social good builds trust with customers. It also strengthens connections with those who want to support impactful and responsible brands.

When I say people, I mean everybody: employees, business partners, and customers alike. Customers are the most important group among stakeholders. Their perception of your social engagement efforts is crucial for your business success.

Companies that understand the importance of social engagement for business success recognize how these factors are becoming increasingly interdependent. As a result, they make significant efforts to ensure customers are aware of their contributions to social good.

Many business owners have realised now that clients will punish them if they don’t. Thus clients are indeed the very reason why many companies do anything social in the first place.

There’s no doubt about the fact that customers are critical to a company’s success and growth. Yet, what some businesses forget is that customers’ influence can be positive just as much as it can be negative. When it comes to social engagement, clients could be an incredible asset because guess what: they are part of the community that companies strive to help.

Some of the most successful social engagement programs I’ve encountered as a philanthropy consultant actively involve customers in the mission. These programs make customers feel like a part of the story, which strengthens their connection to the cause.

So how do you involve customers in your bigger purpose? Here are a few ideas but keep in mind that it is not one or the other, it is normally a combination of a few things.

Communicate what you do

Bring your social mission to life! Ensure your company’s impact is reflected in every touchpoint—from your website to team conversations. A vague CSR page is just the start; authentic communication builds lasting trust.

If a company’s social mission is as important as its business, as many companies claim, then this should come through in all sorts of communication. From your website to your social media, to how much your employees know and talk about what you do in terms of social impact. Give the social side of your business the space it deserves on your website. The regular CSR page with a vague mission on it and no details on what you do, is not enough.

Talk about your impact and how it ties in with your business throughout your website, put up real-life stories, photos that show what you do, interesting facts, etc. The same applies to the Social Media end. Use Social Media as a platform to talk about how you help, whom you’ve helped this week or month, how your clients can help, etc. The fact that you talk about what you do tells volumes to your customers and helps get them excited about your social cause and that is the first step.

Ask for advice & direction

Corporate and governmental solutions to social issues often fail because they are imposed by outsiders who don’t understand the local context. These solutions are typically disconnected from the actual source of the problems. As a result, they may not resonate with or effectively address the needs of the local communities. Giving the local community a voice ensures that actions are context-driven and rooted in community needs. These actions will address the source of problems, rather than just treating the symptoms. This in turn means that your solutions will be much more effective.

Give customers the chance to participate

Empower your customers to be part of something bigger. Create meaningful opportunities that inspire action and leave a lasting impact.

In other words, invite them to help make a difference with you. And when I say help make a difference, I don’t mean stick a Donate bucket at the cashier desk or a Donate button on your website. Or at least not just that. People today want to feel they are making a difference. They seek meaningful actions that can help improve someone’s life. A donation doesn’t push that button as people are not directly involved. All it does is leave them with a feel-good emotion that lasts 5 minutes.

When you are consistent in your social efforts and you communicate the results of them, your efforts inevitably resonate with your clients. This is when you create a sort of community around the cause you stand for and once you have that, your customers can become active players in your social mission. Encourage active participation through volunteering events you organise. Involve them in causes you initiate and support your employees’ social work efforts. Ultimately, this is what you are trying to achieve with all your efforts – make customers a part of the social force you strive to become as a business.

Customers today are becoming increasingly cynical when it comes to companies’ social engagement. Customers are tired of CSR efforts that feel like marketing stunts and superficial social strategies. They crave genuine, impactful initiatives that address specific causes. Many also want the opportunity to actively contribute themselves.

Providing your customers with this has many benefits. On the one hand, it differentiates you from the rest of the companies out there. Having your customers on your side boosts your social power and influence. It enhances the societal and environmental impact you can make. Building a positive image and thus loyalty among your customers are consequential benefits but obviously, ones that are not to be underestimated either.