Get Involved

Ever noticed how some brands seem to stand for more than just their products? That's no accident. Getting involved in social and environmental causes is becoming a smart move for businesses of all sizes. It's not just about doing good—it's about co

ecting with customers who care deeply about making a positive impact.

Think about the last time you chose one product over another because the company supported a cause you believe in. You're not alone. More and more shoppers are making decisions based on a brand's values and actions. This shift towards conscious consumerism is reshaping how companies market themselves and engage with their audience.

From tackling climate change to promoting gender equality, businesses are finding ways to weave purpose into their brand story. It's not just a feel-good exercise—it's becoming a key part of how companies set themselves apart in crowded markets. By aligning with causes that matter to their customers, brands can build deeper co

ections and loyalty.

But getting involved goes beyond just slapping a charitable donation on your website. It's about authentic action and communication. When done right, supporting a cause can boost your brand's likability and help you reach new customers who share your values. It's a way to show that your business is about more than just profits—it's about making a difference.

Why this works

Getting involved in social and environmental causes works because it taps into the growing trend of conscious consumerism while helping your brand stand out in a crowded digital marketplace. Here's why this approach is effective for online businesses:

• Differentiates your brand. In a sea of similar software products or e-commerce offerings, supporting a cause gives customers an additional reason to choose your brand over competitors.

• Attracts value-aligned customers. People are more likely to engage with and purchase from brands that share their values. This can lead to higher customer acquisition rates and improved retention.

• Enhances brand perception. Supporting meaningful causes can improve how your brand is perceived, potentially leading to increased trust and loyalty among your customer base.

• Provides content marketing opportunities. Your cause-related initiatives can fuel your content strategy, giving you authentic stories to share across your digital cha

els.

• Boosts employee morale and attracts talent. Particularly relevant for SaaS companies and startups, having a purpose beyond profit can help attract and retain top talent in competitive tech markets.

To effectively implement this tactic:

• Choose causes that align with your brand. A cybersecurity startup might support digital privacy initiatives, while an e-learning platform could focus on educational access.

• Take genuine action. Don't just talk about supporting causes – implement real programs or partnerships that demonstrate your commitment.

• Communicate transparently. Share regular updates about your initiatives and their impact through your website, email newsletters, and social media cha

els.

• Involve your community. Create opportunities for customers to participate, such as allowing them to choose which causes receive donations with each purchase.

• Measure and report impact. Use data to show the tangible results of your efforts, which can further engage your audience and prove the authenticity of your commitment.

Remember, this tactic works best when it's a genuine extension of your brand's values and mission, not just a marketing ploy. Authenticity is key to building trust and loyalty in the digital space.

How you can steal this

Here's how you can implement this tactic for your internet business:

1. Identify causes that align with your brand and audience. Start by surveying your customers or analyzing social media conversations to understand which issues resonate most with your target market. For example:

• SaaS company. A project management tool might focus on initiatives that promote work-life balance or mental health in the workplace.

• E-commerce store. An eco-friendly clothing brand could support sustainable fashion practices or ocean cleanup efforts.

2. Develop a concrete action plan. Don't just make vague promises – create specific, measurable goals for your involvement:

• Digital product creator. Commit to donating a percentage of each sale to a relevant educational charity.

• Marketplace app. Pledge to offset the carbon footprint of all deliveries made through your platform.

3. Integrate your cause into your product or service. This creates a direct link between your business activities and your social impact:

• Subscription box service. Include products from social enterprises or minority-owned businesses in each box.

• Online learning platform. Offer free courses to underserved communities for every paid subscription.

4. Communicate your efforts transparently. Use your digital cha

els to share regular updates:

• Create a dedicated 'Impact' page on your website detailing your initiatives and progress.

• Share behind-the-scenes content of your team participating in cause-related activities on social media.

• Include impact metrics in your email newsletters to keep subscribers engaged.

5. Collaborate with relevant non-profits or NGOs. This lends credibility to your efforts and provides expertise:

• Fintech startup. Partner with financial literacy organizations to develop educational content for your app users.

• Online marketplace. Work with fair trade certifiers to ensure ethical sourcing of products sold on your platform.

6. Engage your customers in your cause. Create opportunities for your audience to participate:

• Implement a feature that allows customers to round up their purchase to the nearest dollar, with the difference going to your chosen cause.

• Host virtual events or webinars focused on your cause, inviting experts and encouraging customer participation.

7. Measure and report your impact. Use data to demonstrate the tangible results of your efforts:

• Create an a

ual impact report and share it across your digital cha

els.

• Use infographics or interactive visualizations on your website to make impact data engaging and easily digestible.

8. Continuously improve and adapt. Regularly reassess your initiatives to ensure they remain relevant and effective:

• Conduct a

ual reviews of your cause-related programs, soliciting feedback from customers and partners.

• Stay informed about emerging issues in your industry and be prepared to pivot your focus if needed.

Remember, authenticity is crucial. Your commitment to a cause should be a genuine extension of your brand's values, not just a marketing tactic. When done right, this approach can significantly enhance your brand's appeal and foster stronger co

ections with your digital audience.

Examples of get involved

Here are some concrete examples of how different types of internet businesses can get involved in social and environmental causes:

• SaaS company. A project management software startup partners with mental health organizations to develop features that promote work-life balance. They integrate optional mood tracking and break reminders into their platform, donating $1 to mental health research for each user who activates these features.

• E-commerce store. An online sustainable fashion retailer implements a take-back program where customers can return old clothes for recycling. They offer store credit for each item returned, incentivizing sustainable practices while boosting customer retention.

• Digital product creator. A course platform focused on professional development commits to providing free access to their courses for unemployed individuals. They partner with job placement agencies to distribute access codes, tracking the number of course completions that lead to successful job placements.

• Marketplace app. A freelance services platform introduces a skills-based volunteering section where professionals can offer their services pro bono to verified non-profits. The platform waives its usual fees for these transactions and highlights top volunteers on their homepage.

• Subscription box service. A beauty box company commits to featuring at least one product from a minority-owned business in every monthly box. They create a dedicated section on their website showcasing these businesses and their stories.

• Fintech startup. A personal finance app introduces a round-up for good feature where users can automatically donate spare change from transactions to selected charities. They provide detailed impact reports showing how collective small donations add up to significant change.

• Online learning platform. An e-learning site focusing on technology skills pledges to provide free coding bootcamps to underrepresented groups in tech. They partner with diversity in tech organizations to reach potential participants and track employment outcomes.

• Content creator platform. A video sharing site implements a creator for good program where content makers can dedicate a percentage of their ad revenue to chosen causes. The platform matches these donations and highlights participating creators in search results.

To effectively implement these initiatives:

1. Align the cause with your core business and audience values.

n2. Set clear, measurable goals for your involvement.

n3. Communicate your efforts transparently across all digital cha

els.

n4. Engage your customers by allowing them to participate in or choose causes.

n5. Partner with reputable organizations to ensure credibility and impact.

n6. Regularly report on the tangible outcomes of your initiatives.

n7. Continuously gather feedback and adapt your approach as needed.

Remember, authenticity is key. Your commitment should be a genuine extension of your brand's mission, not just a marketing tactic. When done right, getting involved in causes can significantly enhance your brand's appeal and foster stronger co

ections with your digital audience.