This document discusses how major brands and non-profits use social media, particularly Facebook, to promote charitable causes. It finds that Coca-Cola, Walmart, and JPMorgan Chase have the most Facebook likes for their charity pages. WaterAid and PETA are two of the most popular non-profit pages. The document also notes that cause-related marketing provides benefits to both non-profits and businesses by increasing awareness of social responsibility and generating funds and publicity for non-profits. Consumer surveys found that most people have a more positive view of brands involved in social causes and will sometimes choose those brands even if they are more expensive. Social media platforms are increasingly important hubs for raising awareness of charities and

1. Charity on Facebook & Social Media

2. Most popular brand pages doing charity

3. Coca-Cola
19,584,516
People Like This
‘Live positively’
on the landing page.
Redirecting to:

4. 5,756,724 people mmm this
Charity Events tab:

5. 5,526,154

6. WALMARTlanding page:
2,534,490

7. 2,513,153
JPMorgan Chase
2,505,295
PEPSI
1,221,561
BING
528,222
Amongst the 10
most explosive
Facebook pages this week:
TELUS

8. HP 157,052
Vodafone Foundation - World of Difference UK
SAMSUNG USA
115,960
etc.
102,756

9. Most popular Non-Profit pages

10. 2,063,966
Water (waterAid)
1,093,181
PETA (People for the Ethical Treatment of
Animals)
916,939
691,009
687,947
652,038

11. 507,735
SAVE THE TIGER
485,115
504,777
600,269
527,508
523,000
The Red Ribbon Army
456,388
454,912
451,765

12. 102,450
113,440
127,884
159,144
162,663
173,848
224,071
231,656
238,911
304,817
353,115
etc.

13. …
Most of them
are sponsored by big brands
What are the advantages of cause-related marketing?
There are advantages for both nonprofit and business. For business, cause-
related marketing proves that it is socially responsible, and provides great
public awareness of its values and willingness to support good causes.
For the nonprofit, the contributions from a cause-related marketing project
can be significant, and those funds are usually unrestricted so even overhead
costs can be supported by them. Besides actual monetary benefit is the
intangible value of the publicity and advertising that usually accompanies a
cause-related marketing program, which is often done by the corporation's
public relations and marketing departments.

14. Follow Charities on Social Networks
MySpace
YouTube flickr
Facebook
twitter

15. Charity awareness Hubs
Change.org
Care2.com
Causes.com and Facebook/causes

16. Consumer behaviour

17. 83 % of consumers are willing to change their consumption habits if
it can help make tomorrow's world a better place to live.
82 % believe supporting a
good cause makes them feel better about themselves.
61 % have bought a brand that supports a good cause even if it was
not the cheapest brand.
64 % would recommend a brand that supports a good
cause
59 % of people globally (61 % in the U.S.) have a better opinion of
corporations that integrate good causes into their business, regardless of the
reasons why they do so.
Edelman 3rd Annual Global Consumer Study (2009)

18. 65 % of people have more trust
in a brand that is ethically and socially responsible.
64 % of consumers say they expect brands today to do
something to support a good cause.
63 % of consumers want
brands to make it easier for them to make a positive difference
in the world.
67 % would switch brands if a different brand of similar
quality supported a good cause.
Edelman 3rd Annual Global Consumer Study (2009)

19. The Millennial Generation
(Generation Y. Born between 1980 and 2000)
Most receptive
Cone Cause Evolution Study (2010)
‘Power Moms’
Women ages 25 to 54 with at least one child
would switch brands if it were involved in a good cause if the price was the same
have purchased a cause-related product in the last year
would buy a product where a portion of the cost supports a cause
85% 93%
53%
81%
61%
92%

20. THE GREEN CAUSE

21. TOP Green brands around the world
2010 ImagePower® Green Brands Survey
Over 60% of consumers in all countries say it is somewhat
or very important to buy from green companies

22. TOP Green brands around the world
2010 ImagePower® Green Brands Survey

23. To summerize

24. It not only creates a healthier business environment. It not only
represents great PR for the brand. Perhaps most importantly it
also allows brands to leverage social media to generate positive
word of mouth advertising that directly impacts their profits,
through dialogue with their stakeholders.
Media platforms like Facebook and Twitter keep growing, as the
web itself becomes increasing social, this is only going to
become more important to brands and consumers. This presents
an exciting and arguably unprecedented opportunity for
business leaders. They can now better serve the interests of
their shareholders by building a better world.
Charity and Social Media

26. Visit Drizzlin Media’s initiative
www.thegreengum.com

27. www.drizzlin.com
A Branding 2.0 Consultancy