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Every day, top-tier innovators rely on our idea-filled charity reports to identify new opportunities, make better decisions and deep dive new markets.

About the Charity Report

The Charity Trend Report delivers insightful research into the trends affecting today’s non-profit arena. Trends among charities, fundraising initiatives and non-profit organizations like Unicef, World Vision, the Salvation Army and Red Cross continue to affect how consumers spend their money and think about the society in which they live.

Who It's For

If you are a company wanting to use your brand power to aid in a greater cause like breast cancer or HIV, or if you are a marketer looking at ways in which consumer decisions and donations are shaped by charitable campaigns, this research is for you. Our Charity Trend Report opens you to the world of charities and non-profit organizations, providing insight into the innovations and campaigns used to further charitable causes and awareness.

You Might Consider Custom Charity Research...

For as little as $500 per custom deep dive, our team will curate custom Charity reports to deep dive further into your project, customer segments or curiosity. Each custom report is roughly 70 pages with 300 examples, including more specific lists and examples than our off-the-shelf Charity trend report. [Learn More]

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trend research methodology

Methodology

Unlike our competitors, who rely on gut instinct, our charity research is based on Trend Hunter's massive database of charity articles and 2,110,000,000 total views of data. [Learn More]

The Charity Report

Last published on Aug 20, 2014, the Charity Report includes 37 PRO Trends (37 Pages) and 185 examples of charity market research and charity consumer trends related to: non-profit organizations, charities, fundraising, Unicef, World Vision, Salvation Army, Red Cross, donations, charitable campaigns and charity trends. The report includes all of our Charity research collected over the last few years (roughly 25% of the collection is from this year.)

Report Contents

• 37 Charity PRO Trends = 37 Powerpoint Pages Charity PPT Report
• 185 Charity Examples
• Additional Niche Reports (with a full subscription): Non-Governmental Organizations, Farm, Fair Trade, Charity, Sustainability, Activism, Social Enterprise, Education, Hemp and more!

Sample Charity Pro Trends

Each Charity PRO Trend is on its own slide with implications, a quantified score, and examples linked to online charity articles, videos and images. Examples:

Benefit Brands Social cause companies badging themselves with B Corp certification Implications - B Corp certification is a new accreditation given to companies that use the power of business toward social and environmental issues. The number of B Corps is steadily increasing, with over 450 companies currently certified, and the impetus for the certification is clear: Just as Fair Trade and LEED certifications elevate the appeal of certain products to cause-driven consumers, so too does B Corporation certification elevate a company's brand image. Not only that, this new level of certification stands to change the way social businesses -- and perhaps even profit-driven businesses -- are created and operated, as well as redefine business success in today's socially conscious society.
Benefit Brands
Social cause companies badging themselves with B Corp certification
7 Examples + Score + Implications


Social Shoes Cause-driven footwear gives consumers an easy way to show they care Implications - When a brand like TOMS dedicates itself to social causes—and extensively markets its efforts—it’s easy for consumers to fall in step with the brand’s message and purchase those products over others. More people want to do their part—and they want others to see them doing it, especially if it’s something as simple as wearing the right shoes. Being the brand that consumers associate with social causes ulimately adds to the bottomline, making “social washing” a nonissue when it comes to luring more customers.
Social Shoes
Cause-driven footwear gives consumers an easy way to show they care
6 Examples + Score + Implications


Relaxed Charitable Fast-track charity t-shirts encourage immediate help from consumers Implications - Charitable donations in support of a natural disaster are time-sensitive; those affected need resources and relief almost immediately. To create incentive for donations, companies are offering t-shirts that can be made and distributed quickly—as little as a week—to fund disaster relief efforts. Such “chariTEEs” are a quick and simple way to reward consumers who take part in social good.
Relaxed Charitable
Fast-track charity t-shirts encourage immediate help from consumers
6 Examples + Score + Implications


Connected Activism Organizations actively use social media for social good Implications - As social good becomes more relevant in the purchasing decision of today’s consumer, one way to reach them is through social media. Facebook, Twitter and other online networks are being used to enhance activist or charitable activities, allowing marketers to take advantage of the relationships between online users and the ability of the Internet to take a message to viral heights.
Connected Activism
Organizations actively use social media for social good
8 Examples + Score + Implications


Youthspiration Social organizations target youth to build a future of do-gooders Implications - Motivating and inspiring the youth to take on social issues is becoming the basis for many social campaigns as more young people today recognize their role in changing the world. Thus, with the increasing number of youth showing interest in taking part in social initiatives, many social organizations are recognizing the impact and future potential of empowering the youth to lead their causes and are thus creating messages specifically targeted to this market.
Youthspiration
Social organizations target youth to build a future of do-gooders
8 Examples + Score + Implications


Game-Based Giving Focusing charitable causes around gaming to attract more contributions Implications - The world of video games is a $10.5 billion industry, and it's growing. Brands have recognized its role in marketing and now, social good organizations are recognizing its potential in charitable initiatives. Games offer interaction and engagement, and this is imperative regardless of whether you are selling a product or hoping to raise money for a cause. From encouraging people to contribute by playing games to using games as the basis for charitable auctions and more, the use of games for social causes is continuing to grow.
Game-Based Giving
Focusing charitable causes around gaming to attract more contributions
6 Examples + Score + Implications


Social Real Estate Philanthropic housing provides comfortable living to less fortunate Implications - One of the major social business ventures we've seen of late is philanthropic real estate, in which both for-profit and non-profit businesses are trying their hand at offering or supporting low-cost housing initiatives. Some companies are creating affordable homes for low-income families while others are donating their time and money to help causes that provide homes for the poor. Whichever it is, do-good housing is becoming a cause many brands, and consumers, are getting behind.
Social Real Estate
Philanthropic housing provides comfortable living to less fortunate
7 Examples + Score + Implications


Do-Good Dolls Dolls become a foundation for charitable events and auctions Implications - A variety of items have been created and used for charitable purposes, but one of the items most commonly used are dolls. Whether it's a Barbie doll, a Cabbage Patch Kid or an unknown figure, dolls offer a childlike sweetness -- and offer a simple way to incorporate celebrities into the initiative -- that appeal to consumer sentiment, encouraging them to donate or contribute to a cause.
Do-Good Dolls
Dolls become a foundation for charitable events and auctions
5 Examples + Score + Implications


Social Good Subscriptions Businesses are providing more convenient ways for consumers to donate Implications - Subscriptions to everything from wine to fashion and home decor have become more commonplace and have laid the foundation for businesses to give back more conveniently. Subscription services for social good are the perfect way for consumers to contribute to a meaningful cause without having to dedicate a large amount of time to it.
Social Good Subscriptions
Businesses are providing more convenient ways for consumers to donate
5 Examples + Score + Implications


Collaborative Branding Designers form strategic partnerships to ignite new ideas Implications - Collaborating with an already well-recognized brand benefits both parties. The best collaborations are usually between two companies producing similar products but reach different audiences. For example, high-end fashion designer Emilio Pucci lent his brand to the relatively more affordable Seven For All Mankind denim in order to reach a younger demographic. Likewise, two companies targeting the same demographic, yet offering varied products, can also enjoy success.
Collaborative Branding
Designers form strategic partnerships to ignite new ideas
15 Examples + Score + Implications


Accountable Giving Charities focus on consumers, rather than placing emphasis on victims Implications - Consumers are feeling more charitable than ever as more and more brands use cause marketing to alleviate purchasing guilt. Another tactic is to focus on what consumers can do individually; rather than victimizing those in need, this puts the onus on the person to do what he can to help a charity. Asking consumers to volunteer to do a wacky stunt in exchange for donations or to stay fit in the name of charity are just a couple of ways social organizations are making people own up to doing good.
Accountable Giving
Charities focus on consumers, rather than placing emphasis on victims
6 Examples + Score + Implications


Cause Marketing Appealing to consumers' desire to feel better about their purchases Implications - Because today's consumer increasingly needs justification for his or her purchase, centering a brand's message around a social cause helps any company to distinguish itself from the marketplace's never-ending product options and competitor messages. Cause marketing, whether it's sincere or not, appeals to the consumer's wish to feel better about spending money on items they might not need -- and that is often all it takes for a brand to augment sales.
Cause Marketing
Appealing to consumers' desire to feel better about their purchases
9 Examples + Score + Implications


PLUS 31 more Charity PRO Trends and 185 examples!



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