Driving brand engagement through CSR. It’s about measuring outcomes in a way that consumers will value.

Problem:

In 2010, a Fortune 50 consumer goods company created a high-profile, strategic campaign to drive social impact through customer engagement. The company turned to Mission Measurement to help measure the aggregate social impact of its many grants and tell the campaign’s story in ways that consumers and communities would understand and value—all with the ultimate goal of driving brand engagement and loyalty.

Solution:

We began by developing a dynamic and centralized data collection system to quantitatively measure the total direct impact and “ripple effect” of the 12-month consumer-driven philanthropy program.

Mission Measurement staff aggregated data across the more-than-300 diverse grantees ranging from large national nonprofits such as Teach for America to small groups and individual initiatives. Through their creative summation of outcomes, Mission Measurement created a monthly report on the number of lives improved, organizations strengthened and ideas advanced across the United States.

Mission Measurement’s monthly reporting was used in the campaign’s corporate and public relations, helping to attract volunteers, leverage strategic partnerships, heighten brand visibility and drive more capital to the social marketplace through new donors and increased funding.

Results:

As the project reached its one year anniversary in the spring of 2011, the consumer goods company launched over 360 social programs worldwide, directly improving the lives of over one million people. The company continues to leverage the data we generated to enhance its brand-building.

Some of the results of that effort include:

• The company raised awareness of important social issues and its own brand among 700,000 people.
• The campaign strengthened 370 organizations; improved 200 communities, including aid to 150 schools, nearly 100 parks and playgrounds and 13 community centers; and launched 50 innovative projects, including 22 research initiatives.
• The “ripple effect” exceeded client expectations: The campaign effectively created 20,000 new donors and leveraged nearly $9 million in funding and in-kind donations.
• By utilizing engagement best practices, the company helped attract 53,000 volunteers—32,000 of whom were newly engaged volunteers.