Most successful brands give back to their community and to causes that are important to them, but how often do their customers know about their social impact efforts? In a recent C3 survey1, we explored consumers’ thoughts on brands giving back. We got their opinions on two tactics that can amplify companies’ social impact messages AND donations.
Consumers want and expect companies to give back
In our survey, we asked respondents about when companies give back by supporting and making donations to charitable organizations, causes or to their communities. They told us:
88% agree: All companies should give back
84% agree: When I know that a company donates to a cause, it makes me like that company more
When your customers know your brand gives back, it meets their expectations AND increases their affinity for your brand. But, first, they have to know about it.
Consumers want to help — but they have some donation fatigue
In our survey, we found that consumers are happy to be part of giving back. However, we also found that a significant portion of customers are tired of being asked to donate or round up when making a purchase.
Ways to give back that bring your consumer along
One of C3‘s favorite tactics is to create tangible products whose proceeds go to support causes supported by brands we work with. In our survey, we explored two approaches to making brands’ social impact more visible and tangible to their customers:
Tactic #1: Selling a product for a cause
This tactic involves selling a branded product, usually as an LTO, and having the proceeds go to support a cause. When customers encounter the product and its accompanying messaging:
- 1. They’ll learn about your social impact efforts.
- 2. They’ll be empowered to make an immediate contribution with purchase.
- 3. They’ll receive a tangible symbol that gives them credit for their involvement and their monetary donation.
(For a case study featuring this approach, check out our insights article Do Good, Do Well.)
In our survey, respondents replied to the following:
If a company were selling a product (like a sticker, cup, plush, wristband or other collectible item) whose proceeds would go to support a cause you believe in…
This is what respondents had to say about this tactic in their own words:
“It makes me feel good knowing my purchase would be going to a good cause.”
“I would buy more from the company.”
“It would give me something to wear to represent the cause and bring awareness, and it shows the company supports it also.”
Tactic #2: Tying the kids’ meal to a cause
The second tactic we explored is specific to restaurants. Many of the restaurant brands we work with are highly philanthropic, but customers don’t always recognize these brands for doing good. One way to get the word out is to tie a specific menu item—in this case the kids’ meal—to charitable giving. And kids’ meals come with tangible packaging and toys or activities that can help share the message of the brand‘s cause.
We asked respondents about this, and they were highly enthusiastic about the idea:
What would you think if a restaurant brand were to tie its kids’ meal to a cause that you care about?
In other words, part of the proceeds of the kids’ meal would go to that cause, and the kids’ meal packaging would tell kids about that cause?
More than 80% of respondents agree…
- It would make me feel like I’m also giving back every time I buy a kids’ meal
- It would be an opportunity to talk to my kids about the cause
- It would make me like that brand more
- It would motivate me to buy kids’ meals from there more often
This is what respondents had to say about this tactic in their own words:
“I’m buying my kids food anyway, so this would make me feel great about doing it and support a cause I believe in.”
“It’s a good way for a parent to teach their children about charity causes through their own participation while eating at the restaurant.”
Interestingly, when we asked respondents what kinds of causes should be tied to kids’ meals, they favored causes that directly benefited kids, like children’s hospitals, feeding hungry kids, and causes that support kids’ education. Whatever the cause, respondents were clear that this tactic would help them model giving back for their kids and make them feel good about giving back.
Are you ready to make your brand’s philanthropy more visible and more tangible?
The joy that a tangible item provides is only maximized by adding an opportunity to give back. Is your brand ready to explore these innovative tactics? C3 can help create fully custom products that create lasting connections between your brand and your customers!
1 C3 Social Impact Survey, n=470 parents, August 2024
ABOUT C3
C3 is a Kansas City-based marketing and design agency that brings brands to life for families with children through experiences and entertainment. C3 uses insights, strategy and expertise to produce award-winning programs and custom products to help major restaurant, hospitality and service industry partners connect with families wherever they are—in person, at home or in the community at large.
