Working for a Cause: It’s Also Good Business

This is the second of a two-part series.

Travel companies benefit more than their community, and society in general, when they get involved with working for social causes.

Their efforts also result in some very positive results for the companies themselves including greater engagement with employees, affiliates and customers; a boost in staff morale, and even higher profits.

Hard evidence
As for increased profits, there’s some hard evidence that working on social causes means better business.

“A study by CONE Research found that some 90% of consumers would choose the brand associated with a good cause over another brand of comparable price,” according to David Hessekiel, president of the Cause Marketing Forum, Inc.

Notable campaigns
Connections to causes abound in the travel industry. Consumers may know about some of them like airlines donating tickets to sick children and veterans.

But not as many know about specific initiatives by travel companies.

TRAVELSAVERS is a prime example. The global marketing organization selected Autism Speaks as its charity of choice.

Proactive measures
In addition to impressive fundraising efforts (an auction at their last conference raised $50,000), the company is taking some proactive measures.

“We’re a family-run organization and we’ve been supporting Autism Speaks for many years,” said Nicole Mazza, chief marketing officer for TRAVELSAVERS.

A few years ago, TRAVELSAVERS incorporated the charity into its annual conference.

“Our goal was to increase awareness about the challenges families face in traveling with a child on the spectrum,” said Mazza. “So many families don’t travel at all or they drive to a location and rent a private home.

“We want to help educate travel brands so that these families are comfortable using them.”

Working together
TRAVELSAVERS is working with different industry sectors.

“We’re speaking with cruise lines about possibly adapting their kid’s programs in ways that will be more responsive to autistic kids,” Mazza said.  

Additionally, a TRAVELSAVERS employee task force is developing an agent certification program with Autism Speaks.

“We’ve been pretty overwhelmed at the support and interest that our affiliates have shown. We’ve had suppliers come up to us and say they want to participate. It’s amazing what we can do together. The travel industry has a big heart,” she said.

Employees’ time and efforts
Airlines are also involved beyond donating tickets to consumers in need.

JetBlue Airways, for example, supports literacy programs, aviation education and other local programs that further its interests in youth and education, the community and the environment.

Sometimes employee time and effort is the key commodity.

The  Ensemble Travel Group supports the Make-a-Wish Foundation with an annual auction.

But agents and staff are also hands-on. At the company’s most recent conference, they helped put bikes together for some local Colorado nonprofits.

Tapping internal resources
Joe Waters, who writes selfishgiving.com, an influential cause marketing blog, has some advice for companies who want to exercise their consciences.

“I advise businesses to decide what assets they have to put to work for a cause,” Waters said. “They don’t have to create something new. They can simply tap into the most valuable thing they have.

“It doesn’t matter if they have a small office or a big corporation.”

Strong appeal
Aside from the positive effect on employee engagement and increased profits, a connection to a social cause can also be a plus for marketing to a key travel industry target: millennials.

“Having a connection to a cause is something that’s especially important to millennials,” said author and cause marketing expert Bruce Burtch.

“If they see a company that has a strong affiliation with a non-profit, that will definitely affect their decisions. It will make them more inclined to do business with that company.

Related story:
Traveling for a Cause