Effective social good initiatives foster brand love from a generation that values companies that give back. But how do you hit the right note? Brendan Ripp, Executive Vice President of Sales and Partnerships at National Geographic, offers insights on the kinds of bold, clear goals and partnerships that rally organizations and engage consumers.
Cynsiders: Why is it good business for a company to invest in social causes?
Brendan Ripp: Simply put, investing in social causes offers immediate value to your brand, your company, and to the wider world. Millennials are now America’s largest generation, and their importance to consumer brands will only continue to rise; a 2015 estimate put their purchasing power at $2.45 trillion. We’ve all seen the studies that prove how highly this generation values companies that are working to improve our world. As brands fight to differentiate themselves in a crowded and noisy landscape, the right kind of charitable giving and support can help foster brand love. That’s an external benefit. Internally, it’s great for morale. Teams know that a meaningful percentage of the profits they work so hard to generate go toward solving some of the world’s most difficult problems. And lastly, it just feels good. When I’m talking to brands and other buyers, the way I always describe it in the context of National Geographic is: you’re going to be spending to reach our desirable and digitally engaged audience anyway, right? Why not do so with a partner that donates 27% of its net profits to the nonprofit National Geographic Society, and has a century-old legacy of exploration, preservation and conservation? But wherever and to whomever brands give they should do so intelligently, ethically, generously, and consistently.
Cynopsis: How do you determine what’s in line with your mission?
Ripp: At National Geographic, the obvious projects to pursue are right at our doorstep, because exploration and conservation are part of our DNA. For other brands, finding the right cause and partner can be a process. But it’s an energizing one, because that inquiry cuts right to the core of: What are we about? What do we want our brand to stand for? If we want to invest to address one of the world’s problems, which one should it be, and why? Most consumer brands have a mission, vision, and core values in place. Overlaying those with answers to my questions probably throws off a bunch of ideas – but there will be 3 or 5 topic areas that really feel right. Work with a knowledgeable partner to help understand which nonprofits in your chosen space are best in class, figure out how to connect those nonprofits to your campaign, and once your internal stakeholders are all aligned you can start reaching out.
Cynopsis: What is the process Nat Geo uses to identify causes?
Ripp: In a way, the entire organization is built to do that very thing – identify matters of global import, and share those findings with the widest possible audience. And our audience has grown dramatically more digital in recent years. Depending on the month we’re either the #1 or #2 consumer brand on social media, worldwide, with over 345 million fans. So we have massive reach, and with that comes enormous responsibility to deliver content that’s on mission, something the amazing people here do every day.
Our Explorers are all over the world studying exotic animals, geological and geographical phenomena, profound social trends, and the problems that challenge our world, like climate change, hunger, poverty and disease. By spotlighting what’s happening in the world, we’re able to help foster understanding and alleviate some of the challenges the planet faces – while also taking time to appreciate the beauty and wonder that is all around us. And because the National Geographic Society is itself a nonprofit, the whole setup is like a perpetual motion machine.
Cynopsis: What strategies are effective in turning ideas into impact?
Ripp: Specific goals are a great start. If you know what your brand is trying to do, what cause you’re supporting and how much money you have, it’s actually a relatively easy equation to solve. The benefit is that bold, clear goals are galvanizing, memorable, and they’re a great rallying cry both inside and outside your organization.
In 2015, Stella Artois introduced its “Buy A Lady A Drink” campaign in partnership with Water.org to address the global water crisis. Water is the foundation of Stella Artois, and earlier this year the brand announced an expansion of the partnership: a four-year commitment to help provide 3.5 million people with long-term, sustainable access to clean water by 2020. How’s that for specific goals! This campaign is nothing short of inspirational. If I’m at the supermarket and I’m looking at the many different beer brands to choose from, Stella Artois stands out because that kind of commitment is really meaningful to me. It makes me feel good about my choice of where to put my money, and about the brand itself. And that’s the harmonious loop here. If consumer brands are able to set up the right social impact programs, everybody wins.
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