Charity and solidarity partnerships: when influence serves a cause

A well-thought-out charity partnership can transform an influencer campaign into a real force for change. Where traditional advertising seeks visibility, a solidarity campaign combines awareness, commitment and social impact. It's this dual value - communication and action - that is attracting more and more brands and influencers.

At 18h08, Europe's leading influencer marketing agency, we help companies combine performance and meaning. 

In this article, we analyze why and how charity and influence are becoming powerful levers for building memorable and authentic campaigns.

Points to remember

• Combining charity and influence amplifies the reach of a cause thanks to the credibility and communities of its creators.
• Solidarity campaigns benefit both associations (visibility, fundraising) and brands (positive image, loyalty).
• The key: choose authentic causes, aligned with the values of the brand and its influencer partners.
• There are risks: opportunism, inconsistency or lack of transparency.
• Measuring impact goes beyond views: you need to track donations, qualitative engagement and long-term awareness.

1. Why combine charity and influence?

A charity campaign with influencers isn't just about collecting donations. It meets several challenges:

• Increased visibility for the cause An influencer puts his or her community at the service of a strong message.
• Enhanced credibility By associating itself with a social mission, the brand moves beyond a purely commercial framework.
• Emotional bonding Charity creates attachment, which fosters loyalty and trust.

Example The #RestosDuCœurChallenge initiative mobilized several creators on Instagram and TikTok to encourage donations and volunteer work. The result: millions of views and a record collection.

Today's consumers are attentive to companies' commitment to society. Combining influence and solidarity meets a strong expectation, particularly among the younger generation. It's also a way of transforming a simple purchase into a meaningful act.

Tip from 18h08 Don't think of charity as a one-off action. Integrate it into your overall strategy to give coherence and your brand image..

2. Formats that work best

Not all formats are created equal for charitable collaboration. Here are the most effective:

• Live events are ideal for creating direct interaction (e.g. Twitch with the Z Event, which raises several million every year).
• Participatory challenges The hashtags of solidarity that encourage massive sharing.
• Video testimonials Video testimonials: emotion and authenticity to capture attention.
• Hybrid events Hybrid events: a physical meeting relayed online to maximize reach.

Example: The Telethon 2022 invested TikTok with French designers. The result: the mobilization of younger generations, who are usually less receptive to this type of event.

Tip from 18h08 Adapt the format to the cause's target audience:

• TikTok attracts young people, who appreciate challenges and short content that encourages virality. 
• LinkedIn mobilizes professionals and lends itself well to causes related to employment, education or CSR. We also wrote this post on employee advocacy, a strategy that involves a strategy that involves turning your employees into ambassadors.
• Instagram appeals to a more lifestyle audience, where aesthetics and personal stories reinforce emotion. 

Don't hesitate to use different platforms to reach different segments: the same message can be used as a viral video, a post expert and storytelling.

3. Benefits for brands and associations

Combining charity and influence creates shared value:

• For associations Access to massive audiences, accelerated fund-raising, increased brand awareness.
• For brands Positive image, competitive differentiation, lasting customer commitment.
• For influencers Enhanced legitimacy and credibility, by positioning themselves as agents of change.

Comparative table: benefits of a charity campaign according to stakeholders

A well-designed partnership aligns the interests of all parties. The association reaches more donors, the brand gains in sympathy capital and the influencer consolidates the trust of his community.

6:08 pm tip Looking for an alignment of interests between the three parties. If everyone finds common ground, the campaign gains in authenticity and impact.

4. Risks to anticipate

As with any influential campaign, charitable collaborations entail risks.

• Perceived opportunism If the action seems self-serving, the brand can be accused of "causewashing".
• Lack of transparency lack of communication on the use of funds collected.
• Bad casting An influencer with a controversial past can damage the credibility of the cause.

Example Some fast fashion brands have been criticized for supporting solidarity campaigns while at the same time using unethical practices in their production chain.

A bad buzz in a charitable context can be even more damaging, as it gives the impression that the brand is exploiting a sensitive cause for its own profit. Caution and transparency are therefore imperative.

6:08 p.m. tip anticipate by drawing up a clear communication brief choosing partners aligned with your values. This brief should specify the authorized messages, the tone to be used, the rules of transparency and the validation procedures. It constitutes a frame of reference shared by all those involved in the campaign.

5. Measuring the effectiveness of a charity campaign

A solidarity campaign must be evaluated on several levels:

• Quantitative amount raised, reach, number of shares.
• Qualitative Brand perception, positive or negative comments.
• Sustainable Sustainability: repeated commitment after the campaign (new volunteers, repeat donations).

Recommended tools UTM tracking, social listening, post-campaign surveys.

Results don't just have to be measured in the short term. A good charity campaign can have a delayed effect, inspiring future commitments or reinforcing a brand's reputation in the long term.

6:08 pm tip Don't stop at the raw numbers. Also analyze the quality of the interactions and the tone of the conversations generated.

6. Best practices for success

• Associate the cause with the brand's DNA.
• Work with sincerely committed influencers.
• Careful narration: clearly explain the expected impact.
• Multiply contact points (networks, events, press relays).

Example: L'Oréal has been supporting the Fondation contre le cancer for several years, relaying its actions with beauty influencers. The coherence between health, well-being and beauty reinforces the campaign's credibility.

6:08 pm tip For a good cause: choose consistency over publicity. A cause that is sustained over time will always have a greater impact. A successful charity campaign is not just a one-off action, but part of a long-term approach, with regular, consistent statements. This continuity builds trust, donor loyalty and demonstrates the authenticity of your commitment.

FAQ - Charity and influence

Why combine charity and influence in a campaign?
Because it quickly mobilizes a large audience around a cause, while reinforcing the brand's positive image and the influencer's credibility.

Which formats work best?
Lives, challenges, testimonial videos and hybrid events are the most engaging.

How to avoid perceived opportunism?
By choosing a cause that is consistent with your values and remaining transparent about the use of funds.

What indicators should be tracked to evaluate a charitable campaign?
Amount of donations, qualitative commitment, evolution of brand awareness and donor loyalty.

How can we involve influencers over the long term?
By favoring recurring partnerships that build a sincere, credible relationship with the cause being supported.

Which sectors are most conducive to solidarity campaigns?
Fashion, beauty, sport and food are particularly active, as they generate strong community involvement and the ability to reach a variety of audiences.

Conclusion

Charity and influence form a powerful duo, provided they are consistent, sincere and transparent. Properly orchestrated, these campaigns don't just bring visibility: they transform brands into agents of change, while reinforcing consumer confidence.

At 18h08, we work with companies to design high-performance solidarity campaigns that combine meaning and results. 

Would you like to mobilize your audience around a cause that's close to your heart? 

Contact us today to build an influencer strategy with lasting impact, capable of growing your brand and inspiring your communities.