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Name Your Price: A pricing strategy aimed at achieving corporate social responsibility and profit
10/12/2010When customers are allowed to pay what they want for a purchase, knowing a portion of the payment will go to charity, they become rather generous, according to a study by Professor Leif Nelson. Nelson says the concept of “shared social responsibility, may provide the sustainability component often lacking in current Corporate Social Responsibility strategies.

“Many firms considered it important to contribute to social welfare but their charitable efforts are not coming back in increased sales and profits,” says Nelson, “Pay-what-you-want pricing is exactly that, letting the customer determine the price. It means every time you buy at pay-what-you-want-prices, every dollar you spend is a direct signal of how much you care about a charitable partner.

“The customer might say, ‘I’m a big supporter of Sierra Club but also, ‘Gosh, this company allowed me to choose this, maybe this company is really taking this seriously’, “ says Nelson, They want a customer to be involved in their social responsibility.