Cause 2.0: Changing Dynamics of Engagement

Theoretical Background and research questions/hypothesis: With digital and social media tools changing the way people communicate and interact, people are one click away from supporting a cause.  By forwarding e-mails to contact lists, “liking” and recommending on Facebook, people can easily become cause supporters. Our research seeks to better understand and define the new paradigm of cause engagement, the varying levels of involvement across different generations, genders and ethnicities, as well as, the personal motivations and external drivers that cultivate this engagement. The main objective of the study is to showcase trends in cause involvement and impact, both on- and off-line, based on the expanded opportunity to engage in causes today.

Methods:  Quantitative online survey conducted among 2,000 Americans ages 18 years-old and older, balanced to Census on age, gender, ethnicity, region, education and income.

Results: Although the digital revolution has expanded the opportunities to engage in causes, the more historically prominent types of engagement – donating, volunteering, sharing information – are still the first and most often types of consumer involvement. Nevertheless, the study revealed that social media has a great potential to broaden engagement with causes, especially among certain demographics. Currently, almost one in four Americans use social media as a source of information and as a platform to tell others about causes. When learning and talking about causes, social media and social connections play a greater role for women than men. Similarly to women, the younger generations–Y and X– turn into social media to learn and talk about causes, more than the older generations do. African Americans and Hispanics are also more likely than Caucasians to use social media as source of information and as a platform to communicate about cause. Already more than half of all Americans feel that online social networking sites allow people to support causes more easily; and 40 percent believe they can get the word out about a social issue through social networking sites. These numbers are significantly higher among women, African Americans, Hispanics, and younger generations. As a result, these demographics are more likely to mention a social media promotional activity, such as joining cause groups, among ways they most often get involved with causes. Although this group only represents 15 percent of Americans, they are as likely to donate money and twice as likely to volunteer and take part in events as Americans who are not involved with causes through promotional social media activities.  

Conclusions:  Although historically prominent types of engagement are still the first and most often types of consumer involvement, social media has proven to have a great potential to broaden engagement with causes, especially among women, African Americans, Hispanics, and younger generations.

Implications for research and/or practice: The findings of this study suggest the opportunity for organizations and practitioners to deepen the connection between a cause and its supporters through the strategic use of social media. Well-integrated social media outreach can pull-through and amplify off-line activity, extending the reach of the overall communications effort.