Helping your community is obviously a good thing. It’s always nice when your law firm can have a positive impact, and it can boost your reputation.
But research has proven that social responsibility can be bigger than you may think.
Social Responsibility and Perceived Value
Vouchercloud found a clear correlation between social responsibility and an increase in perceived value. While the idea of consumers supporting brands that do good is nothing new, you could argue that social responsibility is now bigger than ever.
It’s become the new norm, and companies across countless industries are working tirelessly to weave social responsibility into their brand identity. For example, GE gave nearly $90 million to community and educational programs in 2016. IBM has supported cancer research, while Zappos has donated shoes, books and school supplies to children in need.
And this doesn’t escape the notice of consumers. People naturally prefer brands that focus on more than just making a profit and take action to improve the world.
In turn, many people are willing to pay more. In fact, “50 percent of consumers aged 40-44 are more willing to pay more for goods from socially responsible companies.”
Here’s the thing about social responsibility. It only works when it’s authentic.
Consumers are smart and can tell when a brand is only giving a half-hearted effort in an attempt to land new business. When this happens, it can backfire and end up hurting a company’s reputation. So your efforts need to legitimate and part of your law firm’s core culture.
Or as principle of Cause Consulting, Nikki Korn, puts its, “Social responsibility should become a part of the DNA of your business that shapes your values and the everyday choices that are made by executives, managers, and employees.”
The good thing is that you don’t have to launch a massive global campaign to have an impact. Often, the best way to make social responsibility part of your law firm’s culture is to simply act locally. There are numerous ways to help your community, while at the same time improving your reputation.
One is to create your own charity event where the proceeds support a local cause. One-day fundraisers, marathons and personal fitness challenges are just a few examples. Check out this resource from the Fundraising Authority for information on how to get a charity set up.
Another idea is to donate your knowledge. For instance, you could hold free seminars where you explain the fundamentals of the legal process and how it works. This is nice because it helps educate people, while at the same time validating your expertise.
And of course, there’s always volunteering. You can use VolunteerMatch to see what opportunities are available in your area.
Social responsibility is the ultimate win-win. Not only can it increase your law firm’s perceived value and help you win more clients, it’s a great way to get involved with your community and can create a deep level of personal satisfaction. Therefore, it’s something you’ll want to look into right away.
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