Global marketing and PR agency Allison+Partners has found in a new study that consumers who follow digital influencers are more likely to share information about and engage in charitable causes (see chart below). To this end, the firm’s third annual Influence Impact Report concludes that influencers should be a key consideration for cause marketers.
Of audiences immersed in the influencer realm, 35% engaged with a cause due to a creator’s recommendation, the study found, with 52% of that group opting to share awareness about the cause, 51% making a financial donation, and 37% committing to personally volunteer with the organization in question.
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The Influence Impact Report also found that the more personally connected a creator is to a cause, the more likely it is to spur action. Of those surveyed, 63% said that when an influencer personally volunteers with an organization it reaffirms their interest in the cause, while 61% said they are more likely to heed a recommendation when an influencer shares stories about those who have been impacted. Sixty percent said that they would be spurred to engage if an influencer was personally impacted by the cause.
“The data shows that working with digital influencers is making an impact, but that impact is dependent on finding the right influencers who can tell your story in a way that is authentic to them and their followers,” said Allison+Partners co-founder Scott Pansky.
The full report, titled Powerful Connections: How Influence, Empathy And Engagement Have Transformed Cause In The Digital Era, is available for download right here.
