From Words to Action: Aligning Charity Interest with Impact

Through decades of cause marketing experience, we've seen that good intentions don't automatically translate to meaningful engagement. There is a clear gap between what consumers say they care about and what they do. This say-do-gap exists across many attitudes and behaviors. It is essential to dissect it in order to make strong decisions and ensure you are focused in the right direction to maximize your opportunity and your ROI.

Understanding where your charity stands and with which consumer is the starting point

These essential insights tell a compelling story about human behavior that reach far beyond awareness campaigns. They help provide an understanding of the fundamental drivers of engagement and how to bridge intention to action, helping marketers authentically align their brands with what matters.

Take climate change as an example. While 54% of Canadians identify it as a major issue, only 32% raised awareness, 23% donated, and 22% took action against it in the past year. Mental health shows a slightly better conversion rate: 53% see it as important, with 44% raising awareness and 43% supporting related causes.

The gap between caring and doing matters for brands and businesses. It shows the importance of focusing on consumers who are already acting, while also creating authentic rallying cries that inspire those who care to follow through and bridge the divide.

What motivates people to act

Through years of analysis and learning across the causal landscape, we’ve uncovered four critical drivers that ensure you are well equipped to convert intention into action:

Personal connection to the cause - 62% of people are likely to donate $100 when they know someone personally impacted by an issue. This isn't just about storytelling, it's about understanding exactly who you should be talking to and with what cause and narrative.

Belief that contributions make a difference - Consumers need to understand not just where their money goes, but how it can create measurable impact. The most successful cause partnerships we've analyzed focus on demonstrating clear, quantifiable outcomes rather than just raising awareness.

Transparency in mission and execution - Clarity of mission consistently emerges as the most important factor across all our studies. When consumers understand exactly what a cause does and how their support creates change, engagement rates increase dramatically.

Visible, tangible results - People want to see positive outcomes from their support. The most effective cause marketing campaigns create feedback loops that show supporters the direct impact of their contributions over time.

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How people engage with causes

Understanding engagement patterns helps marketers design more effective campaigns. Our research shows that while 52% donate money, engagement extends far beyond financial contributions:

• 22% recommended or talked about a charity: word-of-mouth remains powerful

• 17% volunteered time: hands-on involvement creates deeper connections

• 15% purchased merchandise: branded items serve as conversation starters

Connecting through authentic integration

The most successful cause marketing initiatives don't just ask for support - they create authentic opportunities for meaningful engagement. This means designing strategies and communication that provide clear, accessible pathways for different levels of involvement.

Rather than assuming awareness equals action, effective cause marketing recognizes that consumers need specific reasons to believe their participation matters. The brands that succeed in this space focus on transparency, personal connection, and demonstrable impact rather than only emotional appeals. The balance between emotion and action is essential.

Next steps for authentic cause marketing The say–do gap, the distance between intention and action presents a significant opportunity for brands. By using strategic targeting, tailored messaging and meaningful engagement, brands can not only reach consumers who are already taking action, but also motivate those whose values align but where follow through lags, thereby turning good intentions into measurable impact.

IMI's cause marketing research draws from 50+ years of experience analyzing consumer behavior across 18 countries and 4 continents. Our methodology helps charity/ causes and brands make strong strategic decisions on aligning partnership opportunities, creating effective communication and/or campaigns and determining how to best optimize for the future to deliver optimal impact and growth for both charities and brands.

Contact us to explore how we can help uncover opportunity for you to drive growth in this space.