Striking Gold with Charity Partnerships: How to Tap into Hidden Value

Imagine meeting someone who actually owns a gold mine. They dig up dirt, crush ore, and extract real, yellow, sparkly gold. Now, picture them carrying a snow globe filled with glittering gold flakes—an irresistible symbol of wealth and success.

Believe it or not, you and your business are sitting on a similar gold mine, just waiting to be tapped. And the best part? You don’t need a pickaxe; you need the right strategy.

Today, I’m going to show you how to strike gold by partnering with charities and tapping into their audiences. Plus, I’ll share a little-known social media tactic (Tactic #3) that can drive incredible results for your ecommerce business.

The Gold Mine

‍

When you partner with a charity and integrate donations or round-ups at checkout, you’re not just doing good—you’re gaining access to a gold mine: the charity’s audience.

But to truly tap into this wealth, you need to do it right.

By following Steps 1 & 2 of our Master Class, you’ll learn how to choose a charity that:

• Has donors that match your ideal customer persona,
• Has a substantial email database of donors and prospects,
• Boasts a social media following of over 100,000 engaged supporters.

With the right partnership, you’ll gain access to a vast, targeted audience eager for your products.

Tapping the Gold Mine

Here’s the deal: the charity wants donations, and you want sales. And guess what? Their donors are your target customers, too. By choosing a charity that resonates with your audience, you align your values with theirs, creating a powerful connection that drives both donations and sales.

Tactic #1: Charity Emails Their List About You

• Craft a compelling email for the charity to send to their donor list.
• Include a “special offer” that gives their donors 20% off your product, plus a fixed donation to the charity.
• Think of this as a customer acquisition cost (CAC) investment for customers who perfectly match your ideal persona.

Pro Tip: Have the charity send at least five emails over a month, varying the subject lines and approaches.

Tactic #2: Email Your List About the Charity Partnership

• Announce the charity partnership to your customers and prospects via email.
• Offer them the same “special deal” with 20% off and a donation to the charity.
• This approach drives immediate sales, brings in new customers, and builds loyalty by showing your commitment to causes that matter to them.

Pro Tip: Like the charity, send at least five emails over a month, varying the messaging.

Tactic #3: Social Media Posts

• Announce the partnership on both your company’s and the charity’s social media networks.
• Include a link to the “special deal” in your posts.
• The Secret Trick: Use Meta’s custom audience feature. Create a custom audience from your current customers and prospects, and have the charity do the same. Then, share the charity’s audience into your own.
• Run a paid campaign targeting the new shared custom audience, and don’t forget to set up a Lookalike campaign based on this audience.

Pro Tip: Promote the post announcement of the relationship to the shared custom audience. It’s an affordable way to amplify your message and build awareness of your partnership.

Summary

Launching a campaign with a charity isn’t just impactful—it’s a fun, strategic way to build customer loyalty and drive sales. By implementing these three easy tactics, you’ll be amazed at the results.

At Change, we teach our customers these tactics and more when they use our donation platform. We’d love to show you how to lift conversion by 19%, AOV by 18%, and LTV by 23% using our plug-and-play technology for partnering with charities.

Ready to strike gold? Book a call with us for a FREE TRIAL today.