| | November 201919UTLOOK Healthcare Tech CXO INSIGHTSGroundswell: How Technology Empowers Nonprofits, Cause Marketing and Social GoodBy Erin Richards-Kunkel, Director, Social Media, Global Corporate Communications, Herbalife Nutrition, [NYSE: HLF]Technology has empowered brands and local businesses to extend their reach and deepen connections with existing customers as well as connecting with new audiences. Similarly, adoption of technology has enabled nonprofits and those focused on social good to share this impact: greater possibilities.Social Media Drives Social ImpactNot only has technology spurred new ways that nonprofits can fulfill their missions, but it also has fundamentally changed the people that help accomplish them. Nonprofits and charities have embraced the power of social media and the direct access to reach individuals, and to tap into and spark conversations about social issues.An early adopter of social media,The Humane Society of the United States developed active Facebook and Twitter accounts, effectively using Facebook to reach new donors. In 2013, nearly 5 percent of their donor funding, about $200,000, came directly from donations on the platform. By using compelling imagery and video features, as well as directly responding to all comments from those who engage with their page, The Humane Society creates and deepens relationships at scale, generating even greater ability to connect with their audiences, creating a personal experience which is a critical factor for donations.Previously, nonprofits struggled with direct access and reach to their supporters, makes it exceedingly difficult for messages to stand out and make an impact. This hindrance was amplified due to miniscule advertising and marketing budgets compared to for-profit brands. However, technology has driven a shift to greater ownership by consumers. Growth, adoption, and integration of technology have created a more level playing field. Through the use of online resources, mobile connectivity, and social media, nonprofits and charities can engage and attract an entirely new pool of supporters, with whom they can engage directly in unique ways.Growth of Cause Marketing and Partnership VisibilityThe power and presence of social has translated from brands to causes. Brands have seen purpose become front-and-center for consumers, with expectations for brands to align with and take a stand on causes, impacting purchase intent, reputation, and advocacy.According to Shelton Group's 2018 report `Brands & Stands: Social Purpose is the New Black,' 86 percent of consumers believe that companies should take a stand for social issues and 64 percent of those who said it's `extremely important' for a company to take a stand on a social issue said they were `very likely' to purchase a product based on that commitment.Additionally, according to Sprout Social's 2018 report `Championing Change in the Age of Social Media,' about two-thirds of consumers (66 percent) say it's important for brands to take public stands on social and political issues, and more than half (58 percent) are open to this happening on social media, a top channel for consumer receptivity. This leads to real impact
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