(Editor's Note:  Heidi J. Ellsworth, a graduate of the University of Portland, has been

working in the roofing industry since 1993.  Having held positions with EagleView®

Technology Corporation, Carlisle Construction Materials, Eco-Star™, and Malarkey

Roofing Products®, Ellsworth is now the founder of the roofing-focused marketing

firm, HJE Consulting Group.  She is also the author of “Sales and Marketing for

Roofing Contractors,” a guide for small businesses in the roofing industry.)

Roofing contractors are beginning to hear about a new form of marketing, cause marketing.  What is it?  Cause marketing is defined as a type of corporate social responsibility in which a company’s promotional campaign has the dual purpose of increasing profitability while bettering society.

As an industry, roofing has always been philanthropic.  Every year, thousands of roofs are donated by roofing contractors around the country.  In the past, most contractors did not share what they were doing with charitable giving, for it was considered bad manners to brag about something that the company should just be doing. 

Times have changed, and a lot of the change is being driven by the next generation.  Millennials are changing expectations of giving campaigns in a number of ways and they know more about community service and philanthropy than previous generations.  It’s very likely that these young adults participated in some form of community service during their school years, since it’s a common practice today.  So, volunteering and giving back are already engrained in their lives and they will want to continue that in their workplace. 

It is just not in the workplace that the next generation is looking for change, but with their buying practices, too.  They want a relationship when making purchases and they want to believe in the company they are working with.  According to a Fortune Magazine article concerning a survey of more than 2,000 individuals, they found that nearly 2/3 of people between the ages of 18 and 34 were at least somewhat more likely to want to work for a company that gave to charity than one did that not.  That compares with 59% of those between 35 and 44 years old, and 47% of people between 45 and 64 years old.  Young people were also more inclined than their elders to say they would buy products from a company that contributes to charity, or to recommend the business to a friend.

Confirming this movement, an article from www.thestreet.com noted that online giving increased 7.2% in 2016, and millennials are playing an outsized role in changing how the United States donates.  According to research firm Massolution, millennials make up 33% of donations on crowdfunding sites like GoFundMe® or YouCaring. 

The future roofing workforce and customers of roofing services are looking for companies that are giving back and talking about it.  One example of a roofing company who is leading the way with cause marketing is Antis Roofing and Waterproofing out of Orange County, California.  During the past year, Charles Antis, founder and CEO, and his staff donated more than $700,000 through cash and in-kind donations to more than 40 Orange County nonprofit organizations.  They made sure that they were talking about it, too, and their charitable actions were even mentioned in a recent NRCA article. 

In the Western states, contractors are playing an ongoing role in future workforce development through the Davis Memorial Foundation.  In 2017, the Davis Memorial Foundation gave out ten scholarships to students throughout the Western states.  During the 20th anniversary celebration at the 2017 WSRCA show, the foundation raised enough money for 20 scholarships to be given out in 2018.  The events that raise these funds provide contractors from all over the West an opportunity to help drive education for the next generation.

What does all this mean for your business?  As you are planning your marketing activities, working on your website or blog, and running social media, your charitable activities need to be a part of that plan.  Whether your involvement is local, regional, or national, contractors need to share what they are doing.  Through your marketing communications, share the successes and great stories generated during charitable activities.  Pictures and video tell the story of your company and employees’ involvement to the community overall and your customers.

Not only is it important to share what you are doing for the community with your customers, but make it a part of your recruitment practices, too.  As noted earlier, millennials want to be a part of something bigger.  Whether it is a strong community service program or participation in roofing associations, the social impact is important to this next generation.  They want to know that they are making a difference, and there are several ways you can use cause marketing to attract them.

Be Innovative

There’s a reason the term hipster was born along with millennials.  They are cool, and they like to be a part of things that are trendy.  Old corporate giving programs may be considered stale and outdated by this generation.  Look outside your organization for new, creative, and fresh ideas that allow your company’s goals and strategy to be achieved differently.

Utilize Technology

Most millennials grew up with at least one computer in their home, so they are connected and have high standards for technology.  Your workplace giving technology should be easy and quick to navigate.

Provide Variety

Give them a wide variation of charitable choices, and champion causes that are important to them.  Having options will resonate with this generation.  Customers and potential customers will have the ability to identify with more than one aspect of the company’s community involvement.

Focus on Communication

Your workplace giving program should include ways for workers to connect, make recommendations, and share their contributions.  Provide updates to their network and allow them to share goals and accomplishments with their peers.

Stress Volunteerism

Research shows that millennials would rather be involved in face-to-face volunteer opportunities than simply donating money to a good cause.  They want to be leaders and make their mark on the world, so provide lots of volunteer opportunities for them to shine.

The key to cause marketing is giving back and sharing the experience with others to invite their involvement.  By openly communicating what your company is doing, not only will you find favor with current and potential customers, but you will engage them in a way that creates lasting relationships.  The best place to get your next cause marketing program is from your employees.  Let them lead the way with volunteerism and programs that mean something to them.  A culture of giving sends messages not only in marketing, but overall in a happier workplace with higher productivity.