Crowdfunding
Crowdfunding and Cause Marketing in 2019
Crowdfunding has grown from a way to launch gadgets into an everyday tool for communities to rally around people and causes. In 2019, platforms like GoFundMe have made giving social, and that creates a real opportunity, and a responsibility, for brands that want to help.
Why people give and share
A crowdfunding campaign works because it tells one clear human story and makes it easy to act and easy to share. When a brand joins a cause with sincerity, it taps into that same energy. When it joins for show, audiences see through it quickly.
How brands can support causes well
- Match customer donations to a campaign and report the total honestly.
- Lend reach by sharing a cause with your audience and staff.
- Offer skills, products, or space instead of only money.
- Pick causes that genuinely connect to your work and your community.
Keep it honest
Cause marketing only builds trust when the commitment is real and the results are transparent. Share the numbers, credit the people doing the work, and stay involved after the campaign ends.
Key takeaways
- ✓Crowdfunding works because it is personal, clear, and shareable.
- ✓Support causes that authentically connect to your brand.
- ✓Transparency and follow through turn goodwill into lasting trust.
Nadia Hoffmann
Social Media & Content Lead
Nadia Hoffmann leads social media and content at ThisCom, helping brands build audiences and community across social platforms, podcasts, and crowdfunding campaigns.
All articles by Nadia Hoffmann →Frequently asked questions
How can a small business support a crowdfunding cause?+
You do not need a big budget. Share campaigns with your audience, match customer donations, contribute products or services, or lend your space and skills. Reach and sincerity often matter more than the dollar amount.
How do brands avoid looking opportunistic with cause marketing?+
Choose causes that genuinely relate to your work, commit real resources, report results honestly, and stay involved beyond a single campaign. Audiences reward sincerity and quickly spot a hollow gesture.
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