Article by ShoppingGives at Glossy
Image by Vincent van Zalinge on Unsplash
Many digitally-native brands use their e-commerce platforms to encourage customer contributions to social causes, especially if social impact is ingrained in their brand DNA. Data shows the events of 2020 have accelerated the trend, with brands increasingly incorporating cause marketing into their business operations.
According to research conducted by DTC Magazine and ShoppingGives, a technology company that helps brands integrate nonprofit donations directly into their shopping platforms, since the pandemic’s onset in March 2020, and civil unrest over racial injustice in the U.S. in June 2020, there have been significant increases in customer donations and order values across multiple charity categories.
~ ShoppingGives saw a 203% increase in brand partners supporting COVID-19 causes in Q2 and Q3 of 2020 compared to Q1.
~ From May to December, donations to civil-rights organizations reached more than 150,000 instances. The health category during the same period saw more than 50,000 donations with an average order value (AOV) of more than $75.
~ Overall, the data showed that brands saw 18% higher AOV on orders with donations in 2020, with a 21% quarter-over-quarter increase from $103 in Q3 to $124 in Q4.