Charities are being urged to link up with high street retailers to run online campaigns to help them reach new donors and supporters.
The call has been made by retail software firm Cybertill
in a report
looking at the shopping habits of parents.
Among successful online campaigns detailed in its report, is an online campaign between clothing brand River Island
and anti-bullying charity Ditch the Label
Using the hashtag #LabelsAreForClothes across social media, the link up helped promote awareness about the charity’s work to tackle bullying and also coincided with River Island launching a stand along kidswear store this year.
In addition, #LabelsAreForClothes branded t-shirts
have been produced, with £3 from each sale going directly to Ditch the Label.
Across Twitter and Instagram the online campaign achieved a sentiment score, which is used to assess the positivity of online feedback, of 97%.
Retail and charity partnerships help reach new donors
Rob Finley, Cybertill’s Head of Charity said: “The work that Ditch the Label and River Island have done has really opened doors to more charities working alongside high street retailers that align to the charities values, even if it is to create more of a buzz around the charity, it all adds up, and if the charity are gaining increased donations then that can only be a positive."
“High street retailers often have a nominated charity that they donate to throughout each year, Marks and Spencer, for example, encourage their customers to donate their pre-loved clothes to Oxfam, printing this message on their clothes labels."
“It’s something that charities should start to look at strategically if they want to reach new donors and supporters.”