Higher consumer expectations are especially pronounced in Millennials and Gen Z. They are using their significant purchasing power to exert pressure on companies to comply with their values, including diversity, equity and inclusion. Companies that don’t align may find themselves boycotted. This has pushed brands to dig deep and put values and social impact at the forefront of their marketing efforts.
Take a look at some of the B2S campaigns we see getting it right this year.
As a woman-owned and women-led social impact agency, we’re proud to celebrate Women’s History Month and International Women’s Day. This year is especially important in bringing to light the worldwide women’s issues stemming from the pandemic, including impacts on employment, education and safety. We’re especially inspired by these ongoing partnerships rising to the challenges.
We are pleased to see many campaigns celebrating Women’s History Month and March 8 International Women’s Day striving to address the effects of COVID-19 and positively impact gender inequality and economic disparities. We also pause this month to acknowledge and support March 24th as Women’s Equal Pay Day. This day symbolizes how far women must work into the year to earn what men did the previous year. Take a moment to learn more about how these dedicated months and days came to be and the ways nonprofits and corporate partners are making the most of the platform.
We continue to see many companies make candid DEI statements and take tangible actions toward racial justice that go beyond a simple statement or hollow tweet celebrating Black History Month. As we predicted, authentic, purpose-driven partnerships that are integrated into company culture throughout the year are key to impact in 2021. And, it is clear racial injustice will remain one of the important issues.
Best in Class survey participants ranked raising funds as the No. 1 impact of Best in Class Cause Campaigns. These fundraising strategies are the most popular.
As schools across the nation closed in March, many companies were well into plans for the back-to-school season. Preparation halted and creative shifted while families anxiously waited to see when and how the new school year would unfold. Brands were challenged to develop compelling campaigns that could resonate with families no matter what school looked like in the fall.
Earlier this year, For Momentum surveyed 51 leaders representing over 30 nonprofits who are well-known for their award-winning cause marketing campaigns. Our goal was to identify common elements that make their Best In Class Cause Campaigns successful. This survey, unlike previous research in our industry, dug into the operational elements to identify the most important components and explore the inner workings of planning and executing successful cause campaigns.
We are thrilled to unveil this valuable data! It will be accompanied by a panel of expert practitioners who will react to the findings and share practical advice on applying this data to boost your own cause partnership programs.
For Momentum is proud to have been an advisor on this campaign and helped to form a new partnership between Cynthia Rowley and CARE. Both brands are women-focused and share philosophies around giving women inspirational choices. For IWD 2020, Cynthia Rowley will donate 15 percent of sales from a special selection of products to benefit CARE’s mission and women’s empowerment efforts.
A successful partnership is mutually beneficial. Companies are looking for employee engagement opportunities. They also want to showcase their community support and to reach specific business goals. Nonprofits are looking for additional revenue. More volunteers and new ways to amplify their message are always on the wish lists of nonprofits. For a partnership to be sustainable and grow, both sides must receive value.
One of the best ways to build a deep and lasting connection with donors is by creating cause-related experiences. These events bring the cause to life through storytelling and hands-on experiences which allow participants to feel the personal impact of a donation.
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