We See Things
Differently

Welcome to The Stream: Allison+Partners’ content hub that features the latest news and trends making the biggest waves in media and marketing.

AGENCY NEWS // JUNE 26, 2017 //     

Allison+Partners' New Influence Impact Study Shows Digital Influencers Drive Donations and Engagement with Causes

Followers are Inspired to Commit Time, Money and Loyalty

Consumers who follow digital influencers are more likely to share information about and engage with a cause, according to the third Allison+Partners’ Influence Impact Report. The findings illustrate a growing audience that is both digitally connected and deeply invested in charitable issues, signaling influencers as an increasingly important consideration for cause marketers.

A review of the data reveals that insight-driven use of influencers in a cause campaign can drive awareness, as well as drive donations and volunteer engagement. Of those who follow digital influencers:

  • 35 percent engaged with a cause due to an influencer’s recommendation
  • 31 percent were open to the idea of engaging with a cause due to an influencer’s recommendation

Of the 35 percent who engaged with a cause due to an influencer’s recommendation, 52 percent shared awareness about the cause and 51 percent made a financial donation. Thirty seven percent actually volunteered with the organization in question.

The study revealed that an influencer’s personal connection to the cause is critically important in determining whether their recommendation will drive consumer action. When asked about what inspires trust in an influencer’s recommendation about a cause:

  • 63 percent said “if the influencer personally volunteers with the organization”
  • 61 percent said ‘if the influencer shares stories of others who have been helped or impacted by the charity or cause”
  • 60 percent said “if the influencer was personally impacted by the cause”

“Brands and nonprofits are investing heavily in influencer programs with the hope of shaping beliefs and inspiring action for their initiatives,” said Scott Pansky, co-founder and head of the social impact practice at Allison+Partners. “The data shows that working with digital influencers is making an impact, but that impact is dependent on finding the right influencers who can tell your story in a way that is authentic to them and their followers.”

Finding those select influencers takes real rigor and a proven process for identification and evaluation. To that end, Allison+Partners introduced its Influence Impact Score last year, based on proprietary data and two years of studying the changing landscape of influence. The scoring system helps define the correct blend of influencers for a brand by quantifying the complex variables that determine potential impact, particularly useful for brands and nonprofits looking to engage.

The latest Influence Impact Report, “Powerful Connections: How Influence, Empathy and Engagement Have Transformed Cause in the Digital Era,” is available for download at http://www.allisonpr.com/what/influence-360.html and also contains a wealth of insights and actionable advice on:

  • The correlation between individuals who follow digital influencers and those who care about cause
  • How authenticity and personal stories drive engagement and impact for cause efforts
  • What brands should consider when developing a cause partnership
  • What types of content and channels are most successful at promoting brand-cause partnerships
  • The power of tapping local influencers
  • How to convert followers into advocates by creating content they are willing to share

About the Influence Impact Report

The Influence Impact Report is an ongoing series that explores the dynamic forces that shape and drive consumers in an active ecosystem of influence. This report was compiled using three studies conducted in April 2017, which included an online survey of 1,024 people in the U.S. over the age of 18 using Qualtrics; an online survey of 1,000 people in the U.S. over the age of 18 that indicated they followed a digital influencer (identified as someone they follow online solely for the value of their content and not due to any offline relationship) using Survata; and an online survey of 1,065 people in the U.S. over the age of 18 to determine the incidence rate of those who follow digital influencers (identified as someone they follow online solely for the value of their content and not due to any offline relationship) using Survata. To download the Influence Impact Reports, visit http://www.allisonpr.com/what/influence-360.html.

The Stream

Articles + Opinions Delivered Directly to your Inbox.

Sign Up today!

VULTURE // JAN 17, 2018
These are the movies we can't wait to see at #Sundance t.co/dLRcXbi1rx
BUSINESSINSIDER // JAN 17, 2018
Evolutionary biologists have been misinterpreting a key point in Darwin’s theory for years t.co/h4wVOODHko
BRAINPICKER // JAN 17, 2018
Bertrand Russell on the nature of time, the relationship between intuition and the intellect, and how to live with… t.co/GYlCQuXn6n
THEAVCLUB // JAN 17, 2018
'Chicken-nugget connoisseur' is the dream job we never knew we always wanted via @TheTakeout t.co/j3fGfuGUKB t.co/Gl7fTLFhlR
MEDIAITE // JAN 17, 2018
Stormy Daniels Reportedly Spoke to In Touch in 2011 About 'Textbook Generic' Sex with Trump t.co/p8lKSo2Mnv t.co/ome3XEMMzu
MENTAL_FLOSS // JAN 17, 2018
How to Meet Your Financial Goals One Tiny Triumph at a Time — t.co/yVsex9hi7g // Presented by… t.co/yxpOTVM3nq
NATGEO // Jan 16, 2018 Photo by @paleyphoto (Matthieu Paley). An expedition member takes a sand bath in the fascinating Lut Desert, Iran. NASA’s satellites from 2003 to 2010 testify that the hottest land surface temperature on Earth is located in this desert. The surface of its
ABSTRACTSUNDAY // Jan 15, 2018 Central Park, NYC (With the Dakota building in the background).
CHRISCONNOLLY // Jan 15, 2018
GOODTYPE // Jan 15, 2018 “Unity” by @memovigil. #StrengthInLetters #Goodtype
NATGEO // Jan 15, 2018 Photos by @gabrielegalimbertiphoto which explore the role and function of toys in the lives of children around the world. The photographs reflect the impact of the children’s backgrounds and families on their chiose of toys and highlight the universality
JATECSON // Jan 14, 2018 “Try to be yourself. At the end of the day, your identity is all you have.” #qotd by @tokimonsta
TMAGAZINE // Jan 14, 2018 Glazed pottery at @lovilisted in Bornholm, Denmark. A school of painters flourished on the island at the beginning of the 20th century, but these days, some of the best work instead makes use of the island’s high-quality clay. Torben Lov, the ceramist beh
ANNAMAL // Jan 11, 2018 Catching up on emails real quick
GOODTYPE // Jan 11, 2018 A beautiful paper art collaboration between @jessicanam and @lorrainenam. Who’s already making a splash in 2018?! #StrengthInLetters #Goodtype
BUSINESSINSIDER // JAN 11, 2018
31-year-old Clippers guard has caught fire and is carrying the team in a way the NBA hasn't seen in years… t.co/0vBgN2SFYV
ERICTTUNG // JAN 11, 2018
Top 10 stories of 2017: #Security woes, autonomous machines and a very cool phone via @itworld… t.co/3L07m22N4f
NATESILVER538 // JAN 11, 2018
Interesting that Trump's approval rating (39 or 40%) is the best its been in a while, but the Republican position o… t.co/4gnowrKA0v
VULTURE // JAN 11, 2018
A copyright expert explains if Radiohead might actually have a case in their dispute with Lana Del Rey t.co/xoQvNGcbGU
THEAVCLUB // JAN 11, 2018
New York man raises more than $30,000 to take kids to see #BlackPanther t.co/e9ZWKKbhnp t.co/6wksp3PfCR