By: Avi Mayerhoff
Brands and causes have changed their messaging and plans in a world reshaped by a pandemic and a revived social justice movement. It’s an important time to take action, emphasize a commitment to helping others and to double down on efforts to make an impactful change.
But how can we rethink social impact partnerships and cause marketing campaigns when the normal strategies and channels don’t always apply?
For Momentum works with Cheerity to help nonprofits and companies effectively leverage digital tools in partnerships. Together we help nonprofits and companies multiply their good with a digital strategy and activation for their partnerships.
Using digital activations to recover
The pandemic forced everyone to rethink their activations whether it was a run/walk, in-store promotion, gala or anything in between. In each case, partnership benefits were cancelled or at the very least, shifted. Even as things change, you can use digital activations to accomplish the core goals of your campaigns and raise awareness, engagement and funds.
Keep your audience – and your partner’s audience – meaningfully engaged by reaching them where they are right now: on social media and digital platforms. You can do more than share updates and pictures, though. Effective digital activations can replace existing contracted sponsorship benefits or add new benefits that will keep your partnerships moving forward.
In addition to serving as a replacement offering right now, investments in digital activations can be used in the future as a standalone option or as a supplement to events and benefits.
Using digital activations to grow
Don’t leave valuable insights on the table. Successful activations should be set up to track participation and collect user generated content such as photos and messaging. You can not only use the data and content to grow your organization and measure the success of your campaign, you can also leverage as a benefit to partners or as an incentive for prospects.
A shareable digital activation gives you a way to leverage your network, your partner’s network and your network’s followers. Spreading your message to a wider audience means you see more engagement and a bigger ROI. Digital tools’ flexibility allow you to pivot your strategies as needed, so you can adapt to changing messaging, partner needs and wants and shifting goals.
With almost everyone spending more time at home and on their devices, you have an opportunity to reach new and bigger audiences. Create an outlet for people who in other circumstances would be volunteers or donors. Incorporate them into your long-term strategy so you can grow your individual giving funnel now and prepare for the future when they are able to give time or money.