A tsunami of fake news, fear, and mistrust gave consumers a jaundiced eye, making them more discriminating about where to spend their money. Social injustice and other causes stirred consumers to action—many for the first time—and they expect businesses to step up, too.
Some 64% of Americans say it’s no longer acceptable for companies to stay silent on social justice, for example, reports Porter Novelli. Consumers favor businesses that give back to important causes, and 71% of millennials will pay more for a product if some proceeds go to charity, finds the 5WPR 2020 Consumer Culture Report.
Authenticity is vital as 56% of consumers say too many brands engage in “trustwashing”—using societal issues as a marketing ploy to sell product without acting as a force for positive change, according to Edelman. Consumers can spot brands committed to their causes through action, like gun control advocate Salesforce, which prohibits use of its technology to sell semiautomatic weapons.
For a look at how giving builds lasting trust and admiration plus strengthens communities while advancing a cause, EB handpicked three ECPs with unique spins. In each case, philanthropy was baked in from the get-go and not added at the urging of a marketer.
Zoom In: Young professionals and growing families are drawn to Myoptic, based in Portland, OR, the fourth-most-charitable state in the nation.
Genesis: Upon opening her own practice in 2006, Dr. To knew she wanted to do things differently than she’d seen elsewhere. “My practice was built on the idea of service, and giving back to the community is part of doing just that.”
Inspiration: Gratitude. “I felt a gratitude to my patients for choosing to come see me with all of the options out there. I felt a trust there that I wanted to build.”
Playbook: Choice. Dr. To cares about the environment, equal rights, education, and more, but respects that everyone is drawn to different causes. “Empowering people by letting them invest in a choice makes the gift more meaningful. There are many amazing organizations out there and they speak to each individual differently.” Choice fuels greater impact, she says, because it highlights many ways to support the community.
Impact: Patient experience is more positive; nonprofit partners become loyal patients and spread word about Myoptic Optometry.
Glimpse Where It Goes: Rosemary Anderson High School, Dress For Success, Oregon Food Bank, Oregon Public Broadcasting, Mercy Corp., Habitat for Humanity, Ronald McDonald House
Top Tip: Myoptic posts to social media, but “it’s not something we push. Word-of-mouth is pretty strong, and we prefer it that way.”
Zoom In: Founded in 1998, Chicago-based Eye Spy Optical has been voted “Best Eyewear Shop” five times and specializes in handmade eyewear and brutal style honesty.
Genesis: When Fields first opened her office, she was cash-strapped, but giving was vital so the “ask” was modest: Donate a can of food and get $25 off a purchase. Today, the mission is to educate and inspire personal involvement.
Inspiration: News-driven. Eye Spy selects different charities each month based on events of the day. News mobilizes people to act, but they don’t always know how to help, Fields says. “People need to be guided a little. The more they know about an organization and how to help, the more they tell other people.”
Playbook: Eye Spy hosts educational events outside the shop, inviting organizations to share their mission and answer questions. It’s a low-key social vibe, not a hard sell.
Impact: $800 to $1,000 donated on a monthly basis
Glimpse Where It Goes: Asian Americans Advancing Justice, My Block My Hood My City, New Eyes for the Needy, Brave Space Alliance, Grow Greater Englewood, Lakeview Pantry, Better Vision Institute Educational Foundation
Top Tip: Don’t get discouraged if grandiose plans fizzle; nonprofits are not well-resourced, so be creative and roll with the surprises.
Zoom In: The daughter of an O.D., she “fell in love with eyewear” at an early age.
Genesis: Idea was to solicit donated eyewear to raffle via Instagram; word spread and donors came forward. “That kept happening,” Heersink says, turning what started as a “one-off” into a weekly event. “I never intended it to go on like this.”
Inspiration: Donating shops pick a cause that benefits from raffle proceeds. “I can’t send much money myself, and this allows me to amplify my donations.”
Playbook: Micro-giving Instagram @opticali_style raffle is called “Reframing the Conversation.”
Impact: $15K raised, 10K+ Instagram followers
Glimpse Where It Goes: Know Your Rights Camp, Black Mamas Matter Alliance, My Brother’s Keeper Alliance, Navajo Strong, The Conscious Kid, Stop AAPI Hate, The Loveland Foundation
Top Tip: Make giving accessible. “Last week, there were hundreds of dollars raised with many people only buying one $10 raffle ticket,” Heersink says. “It adds up.”
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