Ukuthengiswa okubangelwa yintlupheko kuqhutywe kwiminyaka yamuva nje nangona iyingcamango encinane.
Ubangelwa ukuthengiswa, kwinqanaba likazwelonke, ekuqaleni kwee-1980 xa i-American Express ihlangene neqela elingenzi nzuzo ephakamisa imali yokubuyisela iSitampu soKhululwa.
I-American Express yanikezela inxalenye yazo zonke izinto zokuthenga ngekhadi lekhredithi ngenxa yesizathu kunye nomnikelo owongezelelweyo kuzo zonke izicelo ezintsha ezibangelwa kumthengi wamakhadi amatyala.
Ikampani iphinde iqalise enkulu, ngexesha layo, ikampasho yokuthengisa.
Iziphumo ngoku ziyingqungquthela: INgxowa yokubuyisela iphakanyiswe ngaphezu kwe-$ 1.7 yezigidi, kunye nokusetyenziswa kwekhadi le-American Express kwenyuka kuma-27 ekhulwini. Izicelo zamakhadi amatsha zonyuka ngama-45 ekhulwini kunyaka odlulileyo. Konke oku kufezwe ngephulo leenyanga ezintathu.
Wonke umntu ochaphazelekayo waba ngumnqobi. Isizathu esibangelisayo esibonelelwe ngemali efunekayo, i-American Express yandisa ukuthengiswa kwemveliso yayo kwaye yafumana ulwalamano lwezoxanduva loluntu. I-American Express yada yabiza igama elithi "ukuthengiswa okubangelwa imbangela."
Ngoku, iikhampani ziye zamkela ngokupheleleyo into ebizwa ngokuba "ukwenza kakuhle xa wenza okulungileyo." Ukuthengiswa kwezinto ezinxulumene nazo kungagcina kuba yindlela eyona nto ibhizinisi elibonisa ngayo uxanduva lwazo loluntu.
Ukukhula kokubangela ukuthengiswa kwanda kwimboni yeeRandi eziyi-120 yezigidi ngo-1990 ukuya kwii-2 biliyoni ngo-2016. Abanye abathengi babonakala beyithanda. Uphando lubonisa ukuba abangaphezu kwama- 84 ekhulwini labathengi behlabathi bafuna ukuthenga iinkonzo kunye nemveliso enoxanduva lokusingqongileyo.
Ingaba isebenza kanjani?
Kukho ezininzi iinguqulelo zokuthengisa ezichaphazelekayo. Yesivumelwano phakathi kweshishini kunye nokungenzi nzuzo ukuphakamisa imali ngenxa yezizathu ezithile. Inkampani ilindele ukufumana inzuzo kulolu lungiselelo ngokuthengisa izinto ezininzi kunye nokuzonwabisa nge "halo" umphumo wokudibanisa nenzuzo engenzi nzuzo okanye imbangela.
Inkqubo yokuthengisa echaphazelekayo ayiyona into engaziwayo okanye eyona nto ephantsi engenzi-nzuzo, kodwa enye eyenza uluntu luyazi ukuba lo mbutho unoxanduva loluntu kwaye unomdla kwizizathu ezifanayo kunye nabathengi bawo. Izibonelelo ezingenzi nzuzo zizincedisa ngemali kunye nangaphezulu kwiprofayili yoluntu ephakamileyo ngenxa yemigudu yokuthengisa.
Iiprojekti zokuthengisa ezixhomekeke kumbangela ziye zaqhakaza kwiminyaka embalwa edlulileyo kwaye ziyavela kwiifom ezahlukeneyo. UJocelyne Daw, encwadini yakhe ethi Cause Marketing for Nonprofits , ubhala ezinye zezona ziwayo:
- Imveliso yokuthengisa . Cinga ngomkhankaso (Olubomvu), odibanise iinkampani ezininzi ukuthengisa iimveliso ezizodwa (i-Gap T-shirt okanye i-iPod ebomvu ngokomzekelo) kunye nenxalenye yentengo yokuthengisa eya kwi-Global Fund yokukhusela i-HIV / AIDS.
- Ukuthenga Plus . Kwakhona kuthiwa "i-point-of-purchase, lo mkhankaso othandwayo wenziwa kwimigca yokukhangela izitolo zokutya okanye ezinye izitolo zokuthengisa." Abathengi bongeza umnikelo kwi-bill yabo. I-key-down key, kodwa oko kwenza ukuba kube lula ukwenza le nkqubo. "I-Checkout for charity" iiprojekthi zaphakamisa ngaphezu kwezigidi ezingama-388 zamawaka ngo-2014 kunye ne-3.88 yezigidigidi zama-dollar kwiminyaka emithathu edlulileyo .
- Ukulayisenisa i-logo engenzi-nzuzo, uphawu kunye nempahla . Ilayisenisi isebenzisa i-gamut kwiimveliso ezongeziweyo kwi- mission ye-nonprofit yokusebenzisa i-logo yayo kwizinto zokupapasha ezifana nee-T-shirts, iigugs kunye namakhadi-ngxowa-mali ukuba inzuzo engenzi nzuzo inike isitifiketi okanye ukunconywa kwemveliso ethile. Umzekelo wokugqibela ngumbutho we- American Heart Association ovumela iimveliso ezihlangabezana nemigangatho yempilo yentliziyo.
- Iziganeko kunye neeprogram . Mhlawumbi umzekelo owaziwa kakhulu wesiganeko esino-co-brand yiSusan G. Komen "Uhlanga lweNyango." Kodwa ezi zihlala zihamba okanye zihamba. Ngokomzekelo, i-London Children's Museum iqulunqa nenkampani ye-3M yokwakha nokugqithisa igalari yezesayensi kubantwana. Izazinzulu zenkampani zanceda ngemiboniso ngelixa abasebenzi bayo bezisebenzi zokuzithandela .
- Iinkqubo zentengiso zentlalo okanye yoluntu . Ukuthengiswa kweentlalo kubandakanya ukusetyenziswa kwemigaqo yokuthengisa kunye neendlela zokukhuthaza ukuguquka komsebenzi kubaphulaphuli abathile. Umzekelo ubambiswano lwe-American Cancer Society eneenkampani eziliqela ngaphaya kweminyaka, kwi-Great American Smokeout.
Ngaba ukuThengiswa okuNxulumene neNkcazo eyahlukileyo kwi-Corporate Philanthropy kunye neeNkxaso zenkampani?
Kukho ukungafani kwezi zigaba zokubangela ukuba kuthengiswa nangona kungenjalo kungabonakali kubasebenzisi.
Ngokomzekelo, ukuphikisana kweenkampani kubandakanya izipho zemali ngqo kwiingenzi-nzuzo. Le minikelo ihlala ivela kwisiseko senkampani . Ezi mnikelo zinokuxhasa inkqubo ethile engenzi-nzuzo kwaye iya kuba nexesha elifutshane okanye elide.
Inkxaso-mali yenkxaso-mali isondele ngakumbi ekubangela ukuthengisa ukususela ekubeni i-corporation inika imali engenzi-nzuzo ukuba ibambe isiganeko, isebenze umboniso wezobugcisa, okanye omnye umsebenzi ongapheliyo. Iimali zivela kubhajethi yobudlelwane boluntu benkampani, okanye uhlahlo lwabiwo-mali kwaye inkampani ikulindele inani elithile lokubhengezwa kwindlela yokubonisa, ii-PSAs kunye nezinto zokukhupha.
Ziziphi iingenelo zokuThengiswa kweeNkcukacha eziManyeneyo?
Bobabini abangenzi nzuzo kunye nezoshishino banandipha amanzuzo amaninzi. Kwishishini, ukuthengiswa okubangelwa imbangela kubonisa ukuba luxanduva loluntwini kwaye lukwazisa ngokubanzi uluntu ngamaxabiso kunye nokuzimisela ukuxhasa izizathu ezilungileyo.
Ngenxa yokungenzi nzuzo, umrhumo ovela kwiprojekti yokuthengisa echaphazelekayo inokubaluleka, kwaye loo mali ihlala ingavinjelwe, ngoko ke iindleko zingaphaya. Ngaphandle kwenkxaso-mali yemali, inceba iyakufumana uluntu olwandisiweyo kunye nentengiso edla ngokuhamba kunye nenkqubo yokuthengisa echaphazelekayo. Ukuthengiswa kunye ne-PR inokuvela kwiinkampani zoluntu kunye namasebe okuthengisa ngokubambisana nentengiso yokungenzi nzuzo .
Ngaba kukho ukungabikho kwamathuba okuThengiswa kweMeko?
Kukho njalo inokwenzeka ukuba elinye lamaqela achaphazelekayo (ukungenzi nzuzo okanye iqumrhu) lenza into ephazamise igama layo. Kwimeko apho, elinye iqela lingabonwa kakubi ngokunjalo. Ngenxa yoko, iinkampani kunye nokungenzi nzuzo kufuneka zikhethe amaqabane abo ngokuhlakanipha.
Ngaphandle koko, kukho inkxalabo enkulu malunga neengeniso-nzuzo ezibolekisa amagama abo amileyo kwimisebenzi yenzelwe inzuzo. Ngaba iyanciphisa ukuthembeka kwengenzi-nzuzo? Ingaba iphazamise imigca phakathi kwezoshishino kunye nobubele? Ingaba inzuzo engenzi nzuzo "ithengise" ngokubolekisa inkxaso yayo kwiimveliso ezingaphantsi kobuthathaka kuluntu? Le mibuzo iragela phambili ihlambalabini abaqeqeshi bezemali kunye nabathengisi.
UMara Einstein, uprofesa wokuthengisa, wakhupha le micimbi kwinqaku kwi- Chronicle of Philanthropy :
- Ngaba ukuthenga iimveliso ngesizathu kuthatha indawo yokubhalwa isheke kwi-charity okanye ukuya kwi-Intanethi kwaye usayina isipho senyanga?
- Ingaba ezinkulu, iintlanga ezingenzi nzuzo eziye zineendawo zokuthengisa ezithengisayo zithathe ingqwalasela kunye nemali kude neyincinci kodwa nje nje ngeemfuno ezifanelekileyo?
- Ekubeni i-cause-marketing itholakala yinkampani yokuthengisa yeenkampani ezithatha inxaxheba, ngaba "izicwangciso zomveliso" zigqithiseleyo abantu?
Yonke le mibuzo ivumelekile. Sonke siyazi malunga nemikhankaso yokuthengisa eyenzeka kakubi kakhulu. Mhlawumbi into ekhunjulwayo eyenzekayo xa inhlangano kaSusan G. Komen ihlangene neKentucky Fried Chicken. Kuya kuba ixesha elide ngaphambi kokuba sikhohlwe iibhakethi zepinki yenkukhu! Kwakukho ukukrakra ngokubanzi ukubona umkhiqizo ongcolileyo odibene nesifo somhlaza webele,
Ngakolunye uhlangothi, into enhle ivela kumbango wokuthengisa xa onke amaqela ekhetha izizathu kunye namashishini kakuhle.
UJoe Waters, umthombo omkhulu wokuthengisa, uchaza ukuba kukho amathuba angenamkhawulo oncedo kunye namashishini ukwenza okulungileyo kunye. Kwaye, njengoko abathengi beqhubeka bebeka imali yabo intliziyo yabo, iintando kufuneka zifune amathuba okuthatha inxaxheba kwihlabathi lokuthengisa.
Izibonelelo zalo nqaku ziquka:
- Isizathu sokuThengiswa kweNzuzo-ntsebenziswano: Umhlanganyeli weNjongo, ukuxhaswa, kunye neNzuzo , uJocelyne Daw, Wiley, 2006 (Thenga kwi-Amazon). Isicatshulwa esicacile kakhulu malunga nokuthengiswa okubangelwa imbangela.
- I-Art of Cause Marketing: Indlela yokuThengisa ukuTshintsha ukuPhatha koMntu kunye noMgaqo-nkqubo weSizwe , uRichard Earle, Hill-McGraw-Hill, 2002 (Thenga kwi-Amazon). U-Earle ukhankanya uluhlu lwakhe olulishumi oluphezulu lweyona nto ibangela i-campaigns yokuthengisa kunye nokuba kutheni asebenze.
- Yenza okulungileyo (eyona nto ibangelwa iForam yokuThengisa iNdawo yokuThengisa) Indawo efanelekileyo yokugcina i-cause for marketing.
- Izibonelelo akufanele zivumele abathengisi beeNtengiso bahlele i-Agenda, i-Mara Einstein, i-Chronicle of Philanthropy (uEpreli 29, 2012). I-read-read classic.