When people think of Influencer Marketing, they often think of large brands with huge marketing budgets or fitness tea posts by the Kardashians or former Bachelor contestants.
But Influencer Marketing can also be used for non-profits and charities. In fact, it’s a natural fit for crowdfunding and fundraising because it gets your brand’s message in front of the right people. Today, we’ll cover two examples: one a non-profit, and the other a large brand – both using influencers to drive donations to a good cause.
The Movember Movement: How Non-Profits Can Use Influencer Marketing
The Movember Foundation is a non-profit organization that advocates for men’s health by raising money for research on prostate cancer, testicular cancer and mental health and suicide prevention. The foundation is most known for its Movember campaign that adopts the idea of “No Shave November,” during which it encourages men to refrain from shaving and grow mustaches to raise awareness for men’s health.
The concept might sound silly – but it seriously works. Last year, Movember raised $16 million, with much of that money raised during November.
The charity raises awareness by partnering with key influencers, like singer Jack Savoretti, who share pictures of their growing mustaches and a description of why they work with The Movember Foundation. Each post included the hashtag #WhyWeMo. As #WhyWeMo grew in popularity, other participants joined the conversation by snapping photos of their own mustaches and sharing their stories.
M&M’s Red Nose Day Campaign: How Major Brands Can Use Influencer Marketing For Charity
In 2015, M&M’s decided to apply their Influencer Marketing campaigns to charity. They partnered with Comic Relief, a major UK foundation that raises money to lift people out of poverty, to help bring the charity’s Red Nose Day campaign to the US. Red Nose Day specifically focuses on fundraising for kids who suffer from poverty by pulling in celebrity and social influencers to raise money through sketches, songs and other performances. To date, Red Nose Day has raised more than $1 billion globally for Comic Relief.
M&Ms paired with influencers such as Wayne Brady and Jay Pharoah to create entertaining content that they shared to fans through the hashtag #MakeMLaugh.
The company also pulled in social influencers, bloggers and YouTube stars like Jack Baran (@thatsojack) and Ricky Dillon to create and share entertaining videos to their own audiences.
M&M’s massive social efforts culminated in an interactive influencer event in LA that pulled in social influencers like James Maslow and Cailee Rae to create and share content live.
The results were huge: The hashtag #MakeMLaugh was used more than 78,000 times with 2.9 million engagements. And the money matched that: through their influencers’ social reach, M&M’s raised more than $1.2 million in donations to the Red Nose Day fund.
Red Nose Day started as a UK-based campaign, but with the help of a large social media and Influencer Marketing push, it’s successfully crossed the pond into the US.
Why Are Movember and Red Nose Day So Successful?
Through their non-profit Influencer Marekting campaigns, Movember and M&M’s drove massive engagement and donations. By replicating their strategies, you can help ensure that your non-profit sees similar results.
Invited others to the conversation
Each of these campaigns shared content through a social hashtag that invited influencers and their audiences to join the conversation. By centralizing the conversation around a single hashtag, it’s easy to track conversations and invite new influencers to join in.
Expanded reach and engagement through range of influencers
Because Red Nose Day uses comedy to raise awareness, M&M’s used comedian Jay Pharoah as their main influencer. They then tapped other influencers, including Wayne Brady, Howie Mandel and vloggers, to attract audiences from a vast range of demographics. Their use of these celebrities garnered media attention, spreading their message even further.
Charity and non-profit influencer marketing campaigns can’t stop at celebrity and social influencers – it’s important to start the conversation with citizen influencers as well. Citizen influencers are the everyday people who you trust – think of that one friend who always gives the best beauty and makeup tips, or your family member whose restaurant recommendations you always trust. The bottom line is, when people see people they know and trust donating their money, they’re more inclined to donate their money, too.