Customer Engagement Heightens When Brands Give Back

When consumers know that a brand or business “gives back”, it significantly impacts their future purchase decisions, according to a survey conducted by PlanG -- an online system created to help people and brands manage their charitable giving.

Nearly 70% of survey respondents agreed that knowing a business gives back impacts their purchase decisions. What’s more, 75% indicated they would shop more often at a brand that gives back.

PlanG’s research also indicated that socially-conscious companies are very important to younger consumers (aged 18-34) with 75% saying companies that give back are important to them. Nonprofits are important also as 76% have specific charities they prefer to support.

There are more than 1 million nonprofits in the U.S. and millions more people that support them. PlanG provides a way for brands to connect with every nonprofit a person cares about. PlanG’s survey revealed that Americans tend to want to help local nonprofits. The survey found that 84% of people want to help nonprofits that make a local impact.

During the holiday season, an astounding 70% of respondents planned to “give back” in some way. Of those giving back, a large portion planned to give back through money or goods (44%), while 8% plan to volunteer, and another 19% planned to do both.

In terms of demographics, women are more likely to give back than men by a wide margin: 76% vs. 62%.

Even those who are unemployed are still giving back, evidenced by 41% of unemployed people who were surveyed said they still planned to give back through money or goods.

More and more businesses are beginning to align themselves with nonprofits. PlanG’s survey polled consumers on how they felt about traditional cash register “asks” for donations.

The result? It showed that 35% did not like the practice. PlanG believes this large portion of customers who don’t like cash register asks is caused by a lack of choice – consumers don’t have a connection to the nonprofit they’re being asked to donate to.   PlanG’s programs change that.

PlanG is a product that enables individuals to give to the causes they care about most - schools, churches, and charities. PlanG manages giving through a centralized financial account connecting all aspects of giving for the consumer. PlanG also provides an engagement platform for employers, retail partners, and loyalty programs to participate by contributing to an individual’s account, and benefit from a lasting brand impression.

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