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How nonprofits can inspire brands on Facebook
Discover how people connect with charities on Facebook and how brands can draw inspiration from these organizations to make a difference.
CONTENTS
A shared belief in a cause can mobilize the masses. It can spark change and ignite a movement. Since 2015, people have raised over $1 billion on Facebook for nonprofits and personal causes.1 Many nonprofits have found effective ways to bridge the gap between people and their missions, enabling them to grow and scale their work on our platforms. And they can be a powerful source of inspiration for brands looking to effect change.
People increasingly expect brands to act more like charitable organizations—to be ethical and socially impactful in how they operate both offline and online. In Europe, people surveyed expect brands to actively contribute to society: UK (69%), France (64%) and Germany (59%).2 In order to meet consumers’ expectations, brands can draw inspiration from how nonprofits engage with people on Facebook as well as partner with these organizations to achieve an even greater impact.
Harnessing the power of community
Community is at the core of many nonprofits. These organizations strive to give back to the communities they serve, and they depend on additional communities to reach their goals. Technology has changed the nature of communities. What was once an idea defined by and restricted to proximity now encompasses so much more. People build communities around shared expertise, passions, beliefs and situations, and they increasingly do so online.
People surveyed in Europe say technology is bringing the world closer together.3
UNITED KINGDOM61%
FRANCE38%
GERMANY59%
Social channels enable people to connect with what matters to them—from personal interests to social causes. Nonprofits are nurturing communities around shared interests, and brands can do the same to add value to people’s lives. According to GWI data, 38% of people surveyed in the UK said they’d buy a product or service simply for the experience of being part of the community built around it. And this figure rises to 43% for Facebook users surveyed.4
We’ve already seen brands connect with their customers successfully around products and services by using the power of community to inspire, entertain, celebrate and empower. The key is authenticity: Marketers can build stronger connections and make a bigger difference by activating communities in ways that are true to their brand. For one organization, this may mean reaching out to an existing group of fans online to inspire action, but for another it may involve creating a new campaign that speaks to a traditionally underrepresented group in their industry.
Making it personal
Many movements have been started by people using real, personal moments, like birthdays, to champion causes and encourage their friends and family to give back. In fact, as of August 2018, over $300 million has been raised for more than 750,000 nonprofits through birthday fundraisers on Facebook.5 Public figures also have used this feature to bring their fans together around causes that matter to them.
Sam Smith, a British musician, partnered with War Child, an organization committed to protecting children around the world during moments of conflict. He created a birthday fundraiser on Facebook and raised nearly £24,000, or roughly $30,000, for the organization.
Brands can follow the lead of both charities and public figures by leveraging meaningful moments to have a social impact. For example, a brand could organize a Facebook fundraiser around a business milestone to encourage donations to a cause it supports.
Partnering to drive impact
Consumers increasingly want companies and causes to coalesce, and this is reflected in their purchasing behaviour. For example, people surveyed in the UK (61%), France (58%) and Germany (58%) say that it’s important for the products they buy and use to be produced in a sustainable way. And many say they would pay more for those products: UK (47%), France (47%) and Germany (51%).6
While a brand can lead initiatives on their own, they can also work with a nonprofit to give back. By partnering, both organizations can reach wider audiences and have more impact.
Stella Artois partnered with Water.org to release a limited edition chalice in Brazil. With each purchase, five years of water was donated to a person in need. By using Facebook, the organizations were able to raise awareness about the effort and drive action.
Consumers increasingly expect brands to be forces for good. By connecting with communities, leveraging the power of personal moments and creating partnerships with aligned organizations, brands can meet these expectations and push the world forward.
What it means for marketers
Leverage the power of community.
Nonprofits actively engage with communities to accomplish their missions. Discover how community can be your creative muse and how authentically connecting with communities can help you make a real difference in people’s lives.
Use meaningful moments to inspire action.
For people, nonprofits and brands, a personal moment can be a prime opportunity to give back. Consider how you can champion ideas during important moments, or even milestones, for your brand.
Partner for growth.
People increasingly expect brands to give back to society, and some have already accomplished this by joining forces with nonprofit organizations. Consider how you can partner with a nonprofit whose mission matches your own.
