How Nonprofits Can Leverage People’s Purchase Power
As a nonprofit, you already know the passion your volunteers have for your mission. They volunteer,
share your social media posts
,
donate
to your campaigns, and advocate for your shared cause. But purchase power can also be a dynamic tool, and we’ll show you how to help your community leverage it to drive change.
Purchase Power: A Key Piece of the Civic Engagement Puzzle
One of the most powerful, and often untapped, resources that a nonprofit has is the collective
purchase power
of its volunteers. Purchase power represents an individual’s ability to make decisions around spending or consumption of goods or services. Each of your
volunteers
has the ability to make decisions around how they consume or purchase goods and services.
These purchasing decisions may reflect their values or advance a social cause or issue. Buyers may deliberately purchase or avoid purchasing a product or service based on a company’s policies, social causes, size and scale, environmental footprint and more. In the same way your volunteers choose to share their talents with your organization, they may also choose where their purchase power goes.
When considering purchase power, it’s essential to recognize that, for many people, there is limited choice in where or how to shop. This circumstance can be for a variety of reasons, from lack of access to financial limitations, but there is still great value in being more informed and being able to share that knowledge with their own networks.
Even when choices are limited, there is decision-making power in these choices. And in those instances, when the only step we can take is to be more informed and share that information with others, this action is still meaningful and has value. Here are three ways you can help activate the purchasing power of your volunteers.
Curate a List of Businesses to Support
Maintain a list of businesses or brands that support causes that are aligned with your mission and share it on your website. A great example is
The Good Shopping Guide
, which generates and compares ethical rankings of the world’s leading brands across various issue areas.
Share Points of Light’s “Civic Life Today” Issue on Purchase Power
Points of Light partnered with The Starbucks Foundation to bring the
Civic Circle
to life through nine issues of “Civic Life Today”, a free digital magazine series, each issue highlighting an area of the Civic Circle and taking a deep dive into how people can activate this in their own life. Share the link to the
Purchase Power
issue with your staff, volunteers and network.
Encourage Volunteers to Shop Local
Highlight businesses in the community you serve to help increase awareness among your volunteers and their networks. Consider engaging local businesses to volunteer with your organization and cross-promote both of your organizations through social media.
6 Ways to Activate Points of Light’s Civic Circle Around Ukraine Relief
As Ukrainian refugees evacuate their homeland and begin to build new lives in new countries, you can support them. We’ve gathered a collection of ways for you to activate
Civic Circle
and have an impact as the situation develops and long-term recovery efforts begin.
Cash donations offer flexibility for organizations to respond in real time to people’s developing needs. Do your research first so you can be sure that the organization you plan to support is legitimate. Points of Light has established the
Ukraine Crisis Response Fund
in order to funnel support directly to our Global Network affiliates in and around Ukraine. We’ve also developed a list of
other recommended organizations
you can support.
Global Volunteer Month
is happening all April long. Now is a great time to register to volunteer, but please do not self-deploy. There is limited access around humanitarian relief efforts right now. Working in the aftermath can be both dangerous and complex. It’s safest to wait until the impacted community has requested support, then coordinate with a vetted organization. Find a
Points of Light Global Network
affiliate in your area for opportunities to support relief efforts from home or in your own community.
Stay informed to find out what the community needs. Follow Points of Light on
Facebook
,
Twitter
,
Instagram
and
LinkedIn
, where we share updates and valuable information from our affiliates and other organizations about ways to support Ukraine. You can also follow first responders that are taking action to learn about the most pressing needs. Be intentional to watch media that cover both conservative and liberal views.
Through signing a petition, creating artwork with a statement or even staying silent, you can make your voice heard. And of course, you can share on your own social media network to raise awareness about long-term recovery needs. Just be careful to choose trustworthy sources to ensure you’re spreading accurate information. Check out our issue of
Civic Life Today
on “Voice” to learn more about how to use yours effectively.
Your dollars can have an impact. You can choose to do business with companies supporting relief efforts in and around Ukraine with proceeds from your purchases. Participate in your own
buycott
by searching for companies that are selling products and services that you need. Some companies that are doing this work include Epic Games, maker of the popular video game, Fortnite. The company is giving away all proceeds from the game through April 3. Video game console maker Xbox has joined their effort by donating their net proceeds as well. Ukraine’s Ministry of Digital Transformation launched the ‘Meta History: Museum of War’ collection, a series of NFTs that support the war effort in Ukraine. Grammarly, an English language app, is donating $5 million to organizations and funds supporting the people of Ukraine.
There is a growing movement in the corporate sector toward “doing well by doing good,” This ideal could look like giving to humanitarian relief efforts through employee matching, which not only supports the cause but amplifies employee donations. Find out if your company is supporting Ukraine through donations and matching or other means.
Some companies that are doing this type of work include:
Bank of America, which pledged to donate $1 million to the people of Ukraine via five groups: the Red Cross and Red Crescent network in Ukraine and the region, World Central Kitchen, Cooperative for Assistance and Relief Everywhere, International Medical Corps and Project Hope. The bank also said it would match employee donations to support the relief effort.
KPMG Chair and CEO, Paul Knopp, shared via Twitter, “At KPMG we stand with and support the people of Ukraine, condemning violent attacks by the Russian givernment [sic]. Today, KPMG is making an initial $250,000 donation to GlobalGiving’s Ukraine Crisis Relief Fund and encouraging our partners and professionals to donate as well.”
Whether you activate all six elements of the Civic Circle or choose just one, you’re exercising your civic power. Which will you choose? Tag us on
Facebook
,
Twitter
,
Instagram
and
LinkedIn
to share your story with us.
Points of Light operates with a network of innovative volunteer-mobilizing organizations who serve more than 177 affiliates across 38 countries around the world. Together we are inspiring, equipping and mobilizing more people to use their time, talent, voice and resources to create positive change in their communities. Learn more about our Global Network.
