By: Catherine Quant, Account Manager at ASC
In a world where consumers value purpose-driven brands, giving back to nonprofits and community organizations is more than just a “nice to have” – it’s a strategic imperative.
In today’s socially-conscious world, it’s no longer enough for brands to simply sell products or provide services. Consumers expect brands to stand for something more, with 82 percent of Gen Z in 2024 more likely to purchase from brands that advocate for social equality, and 71 percent more likely to support brands that donate to a charitable organization. Be it making a positive impact through financial donations or supporting philanthropic efforts that resonate with target audiences, the benefits of brands giving back extends far beyond corporate social responsibility and public image; it builds trust, fosters brand loyalty, and creates a lasting value for both the brand and the community.
How Can Giving Back Benefit Your Brand?
For brands that want to thrive in today’s competitive marketplace, supporting nonprofit organizations isn’t just good for business – it’s essential to earning consumer trust and fostering company culture. By demonstrating a genuine and authentic commitment to giving back, brands can prove that they’re interested in more than just the bottom line – they care about the individuals and organizations that make up their local communities.
Emphasizes Brand Mission & Values
Giving back is a powerful way to align your brand’s mission and values with tangible actions, demonstrating a genuine commitment to making a positive impact.
Attracts Like-Minded Consumers
By engaging in charitable initiatives that reflect your brand’s purpose, you naturally attract consumers who share similar values and ideas, deepening their connection and loyalty to your brand.
Fosters Greater Consumer Trust
Consumer trust is crucial for brand success. With a purpose-driven approach to giving back, consumers are shown that your brand stands for something beyond just profit. However, in an age where consumers aren’t afraid to call brands out for inauthenticity, it’s important to ensure that your brand’s giving efforts are genuine and aligning with the brand’s mission and values.
Creates a Positive Influence on Company Culture
Philanthropic efforts help foster a culture of giving within your brand, creating an environment where giving back is part of the brand’s foundation.
Supports Local Communities
At its core, giving back is about uplifting the communities your brand serves. By using your brand’s platforms, resources, and influences to support local causes, you contribute to an environment where businesses and communities can thrive together.
Which Nonprofit is Right for Your Brand?
With a number of nonprofit organizations to choose from, finding the right fit for your brand can be both challenging and intimidating. Focusing on the following qualities can help decide where to best dedicate your brand’s resources.
Mission Alignment
Ensure that the nonprofit’s mission aligns with your brand’s core values and resonates with your target audience. Consumers are easy to spot inauthentic partnerships that are just for the sake of engagement or content. Be sure to find an organization that helps achieve a meaningful and beneficial partnership for both your brand and the nonprofit organization.
Nike partners with Girls Inc. to support the “Sporting Chance” program, helping girls build a foundation for enjoying sports, adventure and physical activity throughout their lives.
Employee Engagement
Does the nonprofit offer ways for employees to get involved through volunteer opportunities or fundraising events? If so, those opportunities can help boost morale and foster a culture of giving within your brand.
Habitat for Humanity offers company build-days for sponsors to bring out their workforce to contribute to a home build.
Employee Impact
Speaking of your brand’s employees – taking their interests, values, and experiences into consideration when giving back can lead to higher engagement and personal pride in their give back efforts. Empowering your employees to support organizations that personally resonate with them can foster a stronger connection to your brand’s overall mission.
Microsoft’s partnership with Boys & Girls Club strengthens employee-community ties while providing tech and computer science access.
Shared Storytelling Opportunities
Nonprofits with compelling stories – especially those that align with your brand – provide authentic, humanized content to share with your brand audience, helping convey your brand’s commitment to positive change.
Lowe’s provides $12 million to nonprofit partners for those impacted by Hurricane Helene.
By assessing these factors when you’re looking to give back, your brand can find nonprofit partnerships that complement its mission, engage your employees, and create lasting impacts within your communities.
How Can Your Brand Make A Difference Today?
If you’re looking to make a difference today, we encourage you to dedicate time, resources, and/or actions to a local organization in your community. At ASC, as we approach Giving Tuesday, we are working with both our for-profit clients and our non-profit clients to accelerate their work in the community. Here are four non-profits we can vouch for in the impact they have in our local communities.
- Baby Bundles
- Habitat for Humanity
- Hospice Care of the Lowcountry
- Isabella Santos Foundation
- Do you want to find a nonprofit in your local community? Find your state association of nonprofits to learn more about the different nonprofit organizations in your area.
Brands that prioritize social responsibility are rewarded with customer loyalty, employee engagement, positive public relations, and a strong, authentic reputation. But beyond the business benefits, giving back is about making a real impact, supporting communities, and building a legacy of kindness and responsibility – something no amount of money can earn you.
