Consumers who follow digital influencers are more likely to share information about and engage with a cause, according to the third Allison+Partners’ Influence Impact Report. The findings illustrate a growing audience that is both digitally connected and deeply invested in charitable issues, signaling influencers as an increasingly important consideration for cause marketers.
The data reveals that insight-driven use of influencers in a cause campaign can drive awareness, as well as drive donations and volunteer engagement. Of those who follow digital influencers:
- 35% were engaged with a cause due to an influencer’s recommendation
- Of those, 52% shared awareness about the cause and 51% made a financial donation.
- 37% volunteered with the organization in question.
- 31% were open to the idea of engaging with a cause due to an influencer’s recommendation
Scott Pansky, co-founder and head of the social impact practice at Allison+Partners said,
Brands and nonprofits are investing heavily in influencer programs with the hope of shaping beliefs and inspiring action for their initiatives. 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.