Brands and Charities: How brands can help us give back
October 16, 2014
Brands and Charities: How brands can help us give back
As I prepare myself for the visual assault of moustaches that is nearly upon us, I thought it was a good time to reflect on how brands are doing their part to support philanthropic initiatives.
An Australian online beer retailer has set up a crowd funding campaign to sell its limited edition craft beer and raise money for Movember. Beerbud.com.au has launched the Save a Bro, Drink Prickly Mo! campaign, which revolves around the sale of the Prickly Mo limited edition beer, with proceeds going to the Movember Foundation. So what can we learn from such initiatives that are giving consumers the opportunity to make a difference through their consumption choices?
1. MAKE IT FIT
The obvious from this partnership is the fit between beer and Movember, which raises money and awareness for men’s health, including depression and prostate cancer. Aligning the interests and passions between the brand and the charity makes it easier to convince consumers to come on the journey and throw their support behind the initiative.
2. MAKE IT FUN
Launching a crowd funding project rather than just selling the beer and donating proceeds makes the process more fun and engaging for consumers. Not only do they feel like they are making an important contribution but they are also getting something they love in return. For example, by pledging $30 you will receive 6 bottle of BeerBud’s Prickly Mo, while a $500 pledge will get you the opportunity to brew the beer with head brewer Scott Luke while touring the vineyard. This experience is the perfect example of a brand thinking creatively to harness the power of it’s consumers to support a great cause.
So what are you waiting for? Go on…Save a Bro, Drink a Prickly Mo
