How creative campaigns can help NGOs to plug their funding gap

The added challenge of a cost-of-living crisis now threatens them again, reducing donations, subscriptions, and sources of revenue. Adding to this, non-profit campaign effectiveness has been declining, defined by benchmarks such as donations, brand recognition, brand trust and traffic generation. A study in Meaningful Marketing Measurement: Charitable Sector Focus, by the Data & Marketing Association (DMA) showed effectiveness has declined dramatically since 2020.

Creative storytelling coupled with evolving streaming habits holds a solution.

To overcome short-term shocks and long-term change, NGOs must tap into new ways of telling their story. As consumers increasingly seek out content that reflects their values, digital channels that provide impact-led materials can provide a platform for NGOs to promote their missions and generate engagement, while bridging an endemic funding gap.

Using creative content to support non-profits and NGOs is becoming a proven model for success. Havaianas has been partnering with All Out, an NGO and initiative that advocates for LGBT+ rights worldwide, for several years now. By using content creators such as Gabi Lisboa and activists such as Jorge Madruga, All Out and Havaianas were able to tap into new audiences and achieve further reach.

Likewise, in March 2022, CRIS Cancer Foundation used video games as a platform for change. They created a ‘The Battle Inside' mod on the video game Doom, which emulated the experience of leukemia and highlighted the importance of research.

The opportunity for collaboration has never been greater. Now platforms like WaterBear are giving both brands and non-profits the ability to reach new audiences, engage consumers, and allow value-driven audiences to take action.

Through inspiring content, our brand partnerships provide an entry point by creating a multichannel hub of resources containing the information and means for viewers to live their shared values. Whether that be interacting with NGOs or actively contributing to tackling critical social and environmental issues: from raising awareness of post-natal depression to ocean protection and the fashion industry's effect on the environment.

For instance, Nikon’s storytelling program supports and celebrates the important NGO work happening on the ground. By donating cameras, providing one-to-one training, and connecting like-minded stakeholders, NGOs are empowered to tell their story through film and photography. Through creative content, NGOs were able to make powerful statements and invest in the stories that need to be told.

We are just one model of a collaborative approach to delivering impact that will continue to grow as consumer content habits evolve. The bigger picture is providing NGOs and non-profits with new avenues to market themselves, increasing awareness and finding pathways for donations.

Brands have begun the shift to give consumers an avenue for active interaction, aligning with the minimum expectation set by their consumers. Tommy Hilfiger, for instance, partnered with learning platform FutureLearn to offer free digital learning courses covering a range of topics such as community building and LGBT+ allyship. But it is time for NGOs to tap into this.

Global brands are seeking out new ways to communicate their purpose and issues-led stories to increasingly values-led audiences. It’s now an opportunity for NGOs to utilize collaboration and open new pathways for donations, subscriptions, and sources of revenue.