Greetings!

A consumer shopping the pet food aisle encounters two cause offers.  Brand A offers to "donate $1 to support your local animal shelter" with purchase. Brand B offers to "provide 5 meals for a puppy awaiting adoption" with purchase.

Which do you think would be more likely to engage consumers (price and quality being equal)?

If you said brand B, you're in good company. Why? Because they used a donation equivalent. Your purchase = a tangible, charitable something.  

We've noticed more and more cause marketers turning to donation equivalents (e.g. one pack = one vaccine, one like = one meal.) Many practitioners believe that, used properly, these are more successful at engaging consumers. Why?

Skeptical Consumers Need Reassurance 

These days consumers "are skeptical and need reassurance your cause is effective,"  according to Network for Good's Katya Andresen. "Being specific about what you do with donations instills trust. Tangibility bolsters the belief a gift will make a difference and being concrete makes people care more. People have stronger emotional reactions to an individual or specific situation, which in turn makes them more generous."

Simple and Turnkey

In these challenging economic times, consumers want to help out but feel they have less time and money to contribute, according Edelman's Jackie Murphy.  "(T)here is a huge opportunity for companies to help consumers feel involved and engaged in ways that are simple and turnkey," she counsels.

A Word of Caution 

Contribution equivalents are not to be assigned lightly. Failure to back up your claims could result in major hits to your credibility and reputation.   

That's why Feeding America is "dogged" in enforcing how its corporate partners convey donation equivalence claims, according to Vice President of Cause Marketing Leah Ray.  "We have very clear guidelines around when our claims can and cannot be used. If donations are restricted to program areas then we do not allow the use of our general '$1 helps provide 8 meals' claim."

How have you used donation equivalents in your cause marketing efforts? What's worked for you? What hasn't? We've started a conversation in the CMF Linkedin group. Please join in!