This includes factors such as internal discord, neglecting “foot soldiers,” and political amateurism. There are also factors that draw them in, like traditional and digital marketing.
There is another way that you can influence the decisions of voters: by exercising political social responsibility. This is a voluntary action by candidates and political parties to fulfill their commitment to promote societal well-being. The government will not fund these initiatives.
In the business world, there is a strong argument to suggest that corporate social responsibility can play a part in promoting competitiveness. Corporate social responsibility can be related to, for example, improved corporate reputation or even sales growth.
We analyzed this in order to determine whether the business case of corporate social responsibility can be applied in a political context. We suggest viewing political parties as a business. They need to win voters (customers). They can also gain a competitive edge by focusing on social responsibility in their marketing strategies, just like businesses. The technique increases voter satisfaction, preferences, and intentions.
We created a scenario for a hypothetical party and asked 173 respondents how they would react to its social responsibility initiative. We used both content analysis and quantitative methods.
Political Social Responsibility
Political and social responsibility can take many forms. One form of political social responsibility could be to intervene in support of groups or individuals. A third option is to exchange money or services in return for votes. Exchanges can take place during rallies, home visits, and town hall meetings. It could also take the form of financial incentives to party volunteers.
Our study focused, however, on three hypothetical initiatives. First, investing in a cause; second, being involved in the community; and finally, caring about the environment.
We asked voters questions like:
What is the role of candidates or political parties? What can political parties do to be responsible? What are the challenges of political parties taking on social responsibility?
We also carried out an online content assessment of party activities.
What we Found
Content analysis revealed that Ghanaian political parties and candidates often take part in social responsibility initiatives. The governing New Patriotic Party US branch, for example, donated to the Ghana COVID-19 Trust Fund. and was presented to a hospital by an opposition member of parliament.
Our analysis revealed that politicians who take on social responsibility initiatives attract satisfied voters. Satisfied voters will recommend parties to their friends and families. They also promise to vote for parties and candidates.
Leftists or socialists are the parties most often associated with social welfare. Our findings, however, show that political responsibility can benefit candidates and parties from all political backgrounds. It is, therefore, a very valuable resource for any party, regardless of their politics.
We found that Ghanaians are most likely to associate philanthropy with a party or candidate. Voters can associate social causes with a candidate or party. Social responsibility is also a way to help build a brand.
In our study, voters formed their voting intentions on the basis of how satisfied they were with a party’s previous performance in terms of social responsibility. This shows that performing these activities is not enough. The party must remind voters about these activities. It requires a strong and strategic communications program.
How to improve your political marketing
How can political parties use our findings to their advantage?
Parties should first consider conducting baseline surveys to determine how voters view their social responsibility profiles. In order to ensure that their programs are working, parties should periodically achieve studies to decide whether or not they are having the desired impact.
They need to get out on the street. It means, for example, getting involved with environmental causes and engaging their local communities. This work has to be done at the party level. Individual candidates must also be present. This will increase voter loyalty.
Marketing campaigns for political parties should include social responsibility initiatives on a local, regional, and national level.
We suggest that parties also seek funding from corporations that share similar social concerns. Research in the US has shown, for example, that Democratic-leaning companies spend an average of $18 million more per year on corporate responsibility than Republican-leaning businesses.
The Democratic Party places more importance on such issues as environmental protection, anti-discrimination and affirmative action, and helping people experiencing poverty.
The parties must choose social responsibility initiatives that are in line with their philosophies. They will be able to win over undecided voters and consolidate support from their core constituency.