4 Brands Embracing Cause Marketing In The COVID-19 Era

In the age of COVID-19, people are relying on social media to connect like never before. As individuals seek ways to help those in need, they also turn to their favorite brands to see how leaders are responding to this crisis. Here are a few ways brands are activating COVID-19 cause marketing campaigns.


Consumers are holding brands accountable for how they are responding to those in need. Companies are looking for ways to authentically connect with consumers through shared causes and values.

Despite the difficult economy, cause marketing is proving to be one of the easiest and most effective tools for companies to reach target audiences quickly, while also building brand recognition and loyalty. Businesses must authentically engage with their consumers in ways that are mutually beneficial for keeping themselves afloat while supporting community needs. However, it can be a real challenge for businesses, especially those with a global footprint, to determine what the best course of streamlined action could be.

GlobalGiving can help our partners and brands deliver real impact to important COVID-19 recovery efforts around the world. These are some of our favorite cause campaigns featuring partners who are reaching their business objectives by supporting causes important to their consumers and employees.

    1. Xbox’s Halo takes in-game fundraising to new levels.

    The Halo game franchise raised more than $450,000 for GlobalGiving’s Coronavirus Relief Fund through in-game sales of a “Relief and Recovery” Req Pack providing players with access to rare virtual items and Halo branded t-shirts.

    2. Altra runs a cause campaign for recovery with athletic shoe sales.

    With every sale of a special edition road running shoe, for a limited time Altra donated 10% of net proceeds to the VF Family of Brands COVID-19 relief effort in partnership with GlobalGiving. The VF Foundation matched the donation 2:1 to raise a total of $120,000 for community recovery efforts globally. They also offered a discount to frontline workers in a show of support.

    3. CASETiFY’s original product offers a double impact.

    In ordinary times, CASETiFY sells phone cases and accessories. But as their customers were looking to disinfect their devices, they saw an opportunity to make an impact by pivoting to launch a new product. Their UV phone sanitizer makes it possible to disinfect a phone in three minutes. By donating 100% of proceeds from the initial sale of this new device, they were able to raise $100,000 for GlobalGiving’s Coronavirus Relief Fund.

    4. Away brings consumers on a self-care and social impact journey.

    The travel sector is far from booming right now, but that didn’t stop Away, known for its thoughtful luggage designs, from launching a cause marketing initiative. The sought-after brand created a collection of Partner Mini Kits focused on self-care to encourage wellness. They shared why self-care and social impact were both at the forefront of this campaign: “[W]e know that taking care of ourselves is just as important as taking care of others, Away will be donating 100% of net proceeds” to GlobalGiving’s Coronavirus Relief Fund.

In facing COVID-19, companies are looking for ways to help, and through that work create connections with consumers. Consumers are holding brands responsible for taking a stand. In fact, 62% of consumers believe our country will not make it through this crisis without companies playing a critical role in addressing the challenges we face (Edelman’s COVID-19 Brand Trust Report). Furthermore, 63% of consumers expect companies to continue efforts around social and environmental issues, even after the pandemic ends (Porter-Novelli’s COVID-19 Tracker).

Once the world returns to a new “normal” and life resumes its familiar pace, consumers will undoubtedly remember which companies took action during the “before times” and which did not.

As such, an investment in cause marketing now pays dividends for a company’s long-term reputation. In fact, when consumers think a brand has a strong purpose, they are six times more likely to protect the company in the event of a misstep or public criticism and more than four times more likely to champion the company and recommend it to friends and family (Zeno’s 2020 Strength of Purpose Study).

The bottom line is that consumers will remember how brands reacted when they look back on the COVID-19 era. It is therefore crucial for brands to connect with consumers in these trying times. Cause marketing provides a turn-key way for consumers and employees to support a cause they care deeply about. When you partner with a cause to support the community, you build brand loyalty, increase sales, engage employees, and address a critical need. Everyone benefits!

Learn how you can partner with GlobalGiving on your next cause marketing campaign.


Featured Photo: Coronavirus Relief for New York City's Children and Families by Children's Aid

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