Charity Consumer Insights

Implications - Consumers are actively seeking to be more socially conscious, from making charitable donations to taking eco initiatives. Credit cards offering these types of rewards programs align with these virtues. Coordinating product features with client conscience entices consumers to spend more freely.

Implications - Consumers have sought ways to save money for centuries, but a new movement has people in search of living for free — and they’re succeeding, often luxuriously so. From free flights in exchange for viewing ads to gratis living in homes in need of care, these innovations rely on reciprocity.

Implications - Sartorial acts of beneficence have been one of the most fashionable things to hit runway with year. Some designers have integrated charitable aspects to their collections by donating proceeds to social causes. While breast cancer continues to rank high, many designers are now opting for green charities.

Implications - Melons, sundaes, desserts and hamburgers costing into the thousands of dollars sounds ridiculous at first, but could you use this to your advantage? In some cases, these items have been sold as part of charity fundraisers; instead of just writing cheques, donors get a taste of opulence in return.

Description - Ethical business awareness is on the rise. Kiva Loans was the first online platform to lend capital to entrepreneurs in developing countries. For every pair of TOMS shoes sold, one pair is given to a child without shoes. Todae offers environmental assessment for businesses. And DoTheRightThing.com allows anyone to vote if they think a company is “doing the right thing” regarding new businesses tactics.

Implications - As society becomes more values-oriented and spiritually-driven, businesses need to respond in socially responsible ways in order to maintain their appeal. Companies that espouse social responsibility strengthen relationships between businesses, consumers and investors.

Implications - Collaborating with an already well-recognized brand benefits both parties. The best collaborations are usually between two companies producing similar products but reach different audiences. For example, high-end fashion designer Emilio Pucci lent his brand to the relatively more affordable Seven For All Mankind denim in order to reach a younger demographic. Likewise, two companies targeting the same demographic, yet offering varied products, can also enjoy success.

Implications - "Pink marketing" has become ubiquitous for Breast Cancer Awareness, and the Breast Cancer campaign has become a pop-culture symbol as younger generations catch on and want to participate in the now mainstream movement. Many brands are joining in to create niche products that promote the pink ribbon cause. The combination of cause marketing and fashion is still a relatively new concept (launching in the early 1990s with the AIDS red ribbon). Future marketers might consider what other industries can be partnered with to promote their cause.

Description - With tight marketing budgets, cutting-edge charities are pushing the boundaries when it comes to fundraising activities, publicity stunts (e.g. men walking in high heels for charity), leveraging technology (e.g. donating in virtual worlds and vending machine donations), and aligning with niche interests (fashion sales for charity).

Implications - What charities or issues resonate most with your consumers? What can your organization do to generate positive publicity in an unusual way for a good cause?

Implications - As social good becomes more relevant in the purchasing decision of today’s consumer, one way to reach them is through social media. Facebook, Twitter and other online networks are being used to enhance activist or charitable activities, allowing marketers to take advantage of the relationships between online users and the ability of the Internet to take a message to viral heights.

Implications - Charitable donations in support of a natural disaster are time-sensitive; those affected need resources and relief almost immediately. To create incentive for donations, companies are offering t-shirts that can be made and distributed quickly—as little as a week—to fund disaster relief efforts. Such “chariTEEs” are a quick and simple way to reward consumers who take part in social good.