Motivating consumers through authentic social impact engagement

Our research team has studied the power of philanthropy to boost messaging platforms to better engage consumers.

Highlights of our findings

  • Before a brand can engage families in action through social impact messaging, the key is to first understand the science behind the desire to do good.
  • More than 90% of consumers want to buy products and services from a company that is doing good. But what’s behind this motivation, and how are families teaching the next generation about philanthropy? That’s an area that is the subject of increasing attention in academic and empirical studies. The latest research is compelling.
  • We are undertaking additional research on this subject to identify the motivations and expectations of people who give to charity, especially as the household definition of “philanthropy” expands to include a wide range of giving activities, including donations of gently-used clothing and books, celebrating at community events, recycling, volunteering, serving on boards, sharing with neighbors, purchasing products that support a cause, caring about your own well-being, and even marketing a favorite organization through social media.
  • How do families learn to do good? Not surprisingly, the research is beginning to suggest that learning starts with mothers, working with their children at home. And learning about philanthropy in families also appears to start online.
  • A study conducted by our research team with a pilot group of mothers has revealed that learning about philanthropy may actually be supercharged when mothers combine hands-on activities with online activities. In the study, mothers were asked to complete a “10 Ways to Do Good” coloring activity with their children, designed to celebrate the good that the families were already doing–regardless of the causes supported. Following the exercise, mothers were asked to complete a brief online tutorial about the 10 Ways to Do Good. The study indicated that mothers and future philanthropists were able to increase the richness of their conversations by interacting with traditional “paper and crayon,” online resources, and, of course, each other. In fact, more than 92% of the study participants indicated that they even would be very likely to reuse the material in the online tutorial to help teach their children about doing good. 

For more examples of our proprietary, research-based tools designed to inspire families and children to celebrate doing good, please visit our family-friendly online platform prototype, Diary of a Good Girl.

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Donor Experience Research