World Changers 101

Giving is the New Marketing Budget. Part 1 of 3

By: Martin Barrett & Monte Regier –

At World Changers, we have the privilege of learning about amazing companies every day. Their generosity feeds people in need, keeps kids safe off the streets, rescues slaves from sex trafficking, and so much more. Our communities are made better and, in many cases, held together by their contributions.

While nonprofit organizations are the vehicle to deliver social good across the world, businesses provide the engine and fuel of that social good directly or through the people they employ. People admire the vehicles in our society, but rarely are the engine and fuel given much thought. Yet without an engine and fuel a vehicle can’t get very far. At World Changers, our goal is to link these vehicles of social good with companies that can fuel their work through generous giving.

Edelman research reports that, in an age where corporate trust has been eroded, consumers’ preference for purpose drives choices. Edelman reports that 72% of consumers will recommend a brand that supports causes over one that does not, and 73% of consumers report they would switch brands if a different brand of similar quality supports a good cause[i]. Consumers are drawn to companies who fuel social good.

Over the past seven years of working with companies who are practicing generosity, we have discovered clear answers to these key questions:

  1. What is the impact on a company, its employees, customers and community when it is rewarded for their generosity?
  2. How do companies create alignment between themselves and the true source of their generosity?
  3. What would happen if the nonprofit vehicles in our communities had more powerful engines and unlimited fuel to solve social problems?

World Changers is on a mission to help generous companies become more prosperous. In this series of upcoming posts, we will provide answers to these

[i] Edelman Good Purpose Research