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3 Advertising Metrics You Can Improve Through Donations

By October 26, 2021March 28th, 2022No Comments
A Black female marketing manager cheering while using her laptop

“Giving back” is not only good for the soul, but it also does wonders for your advertising metrics. Studies show that 70% of millennials go for a brand that supports charity. Given that they make up 32% of the world’s entire population, their reason to instil social responsibility will likely catch on. That puts corporate donations at the top of the best marketing and advertising tactics list. 

Ironically, corporate philanthropy is at an all-time low as it has dropped by 50% over the last 15 years. The decline is because company owners find themselves between a rock and a hard place with critics and investors. Critics demand more corporate social responsibility, while investors are relentless in their quest for maximum short-term revenues. 

As the pressure from critics and investors increased over the years, company owners found that the more they gave, the more they were expected to donate. Companies must strategically implement philanthropy to gain from it.

By definition, strategic philanthropy is any charitable activity or donation made with a goal or focus in mind. It implies some connection between the donation and the company’s business. In this sense, donating to charity is indeed the most cost-effective method of advertising.

By supporting charitable organizations, a company can influence its competitive context in the following ways:

Advertising Metrics You Can Boost With Corporate Donations

1. Improved advertising engagement with Views For Change

Our platform plugs in advertising campaigns and adds a donation for every click to the brand’s charity. Involving your target audience in your brand’s philanthropic initiative before they even need to purchase your products starts a meaningful relationship with your audience. 

Consumers won’t engage with adverts from brands that don’t value their time and attention, with 9/10 switching off or disengaging for that reason. Instead, you should give them valuable and helpful content.

Views For Change allows brands and companies to embed social impact into their advertising campaigns; increasing click-through rates and purchasing intent. It creates a meaningful connection with philanthropy at the consumer’s first impression.  

2. Marketing and brand loyalty 

Philanthropic companies like Apple are some of the most influential enterprises in the world. In 2015, Apple gave more than $78 million to charities. Apple’s donation mechanism involves matching its employee donations. This type of donation makes Apple more popular with its consumers and boosts employee morale.

This type of charitable giving involving both stakeholders and consumers increases marketing and promotes brand loyalty. A company that, for example, donates sporting equipment to local teams shows consumers, stakeholders, and investors that it cares about the community and business. The result is a community that values the company and supports its initiatives.

3. Purchases 

According to a survey on donation statistics and CSR benefits on business, 87% of the consumer population would buy from a brand that supports charity. The same survey shows that 76% of them would boycott a company believed to have participated in controversial transactions. Furthermore, 90% of consumers are likely to leave a famous brand for one that supports charity and even pay more for their products.

Corporate donation doesn’t only keep customers loyal; it attracts new ones. By putting your philanthropy at the start of the relationship with your target audience in your advertising campaigns, you can increase sales significantly. 

Donations can become an effective marketing tool, improving advertising metrics, especially if utilised in exciting, involved, and innovative ways. 

Views For Change is a platform that enables brands and agencies to improve their marketing and advertising performance by rewarding consumer engagement with donations to a charity you care about. Our platform lets you plug in your existing advertising campaigns, discover new charities to support, donate per engagement, and showcase your social impact with our reporting tools.

Contact us now to get started on your company’s advertising campaign.

Nicola Telford

CEO & Co-Founder of Views For Change.

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