Updated 4/20/2026

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The Win-Win Potential of Ecommerce and Nonprofit Partnerships

Almost half (49%) of online shoppers consider a retailer’s values most or all of the time when shopping. Ecommerce businesses can leverage this trend by partnering with nonprofits that align with brand and customer values. From large companies offering national nonprofits major sponsorships to mom-and-pop merchants helping their local food bank, brands of all sizes can establish and profit from charitable partnerships.

This white paper explores the benefits of cause marketing, or ecommerce–nonprofit partnerships. With examples and actionable strategies, it shows how collaborating with a charity can boost brand loyalty and drive sales—all while positively impacting the world.

49% of online shoppers consider a retailer’s values most or all of the time when shopping.

Why Cause Marketing Is Worth the Investment

Ecommerce–nonprofit partnerships require some coordination, marketing, staff time, and budget, but there are many reasons why they’re worth the effort.

Influence Purchasing Decisions

A Bizrate Insights survey found that heightened media attention has influenced how customers choose brands. 48% of respondents said they always look at or are much more aware of how brand values are portrayed.

Customers want to shop at businesses that respond to their values, including social and environmental issues. In fact, one-third seek out eco-friendly retailers, and 14% are willing to pay more for products from companies that prioritize environmental sustainability.

Ecommerce–nonprofit partnerships can influence purchasing decisions by highlighting what brands stand for. Aligning your brand image with a respected nonprofit signals that customers can feel good about shopping with you.

48% of customers said they always look at or are much more aware of how brand values are portrayed.

Inspire Greater Engagement

Partnering with a nonprofit opens the door for cross-promotions that further your reach to new audiences. Whether creating shared social media posts, sponsoring an event, or offering co-branded merchandise, supporters of the nonprofit receive a warm introduction to your brand.

Authentic cause marketing campaigns like social media content related to your partnership can make your brand appear more authentic and relatable, encouraging engagement with your posts. This is important, as our survey found that young people (aged 18–39) are significantly more likely to consider a brand’s values when choosing where to shop—and they’re also the most active on social media.

Improve Customer Lifetime Value

Nonprofit partnerships may even boost your brand image enough to increase customer lifetime value. Footwear and apparel company Steven Madden experienced this after incorporating add-on donations at checkout during Pride Month 2023, where the brand matched customers’ donations to Callen-Lorde Community Health Center dollar for dollar.

For returning customers who donated during their first purchase, the company saw:

Why Cause Marketing is valuable

Boost Employee Morale and Retention

Ecommerce–nonprofit partnerships aren’t just good for customer connections, they also improve internal operations. Similar to shoppers, 70% of employees believe it’s imperative or very important to work for a company where the mission aligns with their values.

A program that centers volunteer opportunities and corporate social responsibility efforts can lead to:

Plus, when employees are happy, customers are likely to notice the positive workplace culture and feel good supporting your brand.

Successful Ecommerce–Nonprofit Partnerships in Action

Car accessories company Bestop partnered with Marine Toys for Tots Foundation for a “roundup” fundraiser. At checkout, customers could round their purchase to the nearest dollar or add a donation. Bestop used the RoundUp App to integrate this and raised more than $3,000 for the nonprofit.

During Pride, Abercrombie & Fitch partnered with LGBTQ suicide prevention nonprofit The Trevor Project. In addition to donating $200,000, the brand designed an exclusive, gender-neutral clothing line with the nonprofit. This raised money and increased visibility for both partners when shoppers wore the products and shared them on social media.

Backpacking company Gossamer Gear donates gear to local nonprofits, such as Explore Austin and Travis County Search and Rescue. This supports youth, emergency personnel, and others in getting outside while showcasing the brand in action. The company shares partnership stories online and donates 1% of sales to nonprofits.

Skincare company KraveBeauty donates 1% of purchases to the Women’s Earth Alliance at no cost to shoppers. At checkout, customers see the amount from their order that the brand will donate in a box labeled, “You Shop. We Give.” The streamlined donation is powered through ShoppingGives.

Employ Best Practices for Effective Nonprofit Partnerships

Potential challenges can arise when partnering with nonprofits. You need to be able to choose the right partner, maintain brand authenticity, and measure impact.

Select the Right Partner for Your Ecommerce Business

Choosing the right nonprofit is a crucial step in forming a partnership that resonates with your brand and customers.

• Do we want to partner with a local nonprofit, a regional provider, or a national charity? What are the benefits and challenges of each?

• Are we responding to immediate community needs or current events, such as natural disasters, or trying to highlight our values and sustainability?

• What do we hope to gain in this partnership (e.g., greater audience reach, positive news coverage, improved brand image, etc.), and how can we measure that?

• What do we hope to give in this partnership (e.g., financial support, volunteer opportunities, in-kind support, advertising for a nonprofit, etc.)?

• How will we collaborate (e.g., shared social media posts, co-branded merchandise, matching donations, roundup donations at checkout, etc.)?

Evaluate Potential Nonprofit Partners

Once you know your partnership goals and chosen causes, brainstorm nonprofit options:

• Ask customers and staff through surveys, emails, or social media for ideas

• See what nonprofits your competitors are partnering with to look for similar organizations

• Compare your target audience with that of different nonprofits to check for alignment

• Review how your brand values align with those of your prospective nonprofit partners

• Vet prospective partners using nonprofit rating sites, such as Charity Navigator, BBB Wise Giving Alliance, CharityWatch, or Candid

For some scenarios, it can help to select multiple nonprofit partners so customers can choose their favorite cause or charity from your pre-screened options.

Integrate Social Good Efforts Into the Customer Experience

To maximize your nonprofit partnership, ensure its impact is visible to customers. Weaving your charitable cause throughout the customer experience establishes your brand’s values as vital to your operations and attracts customers looking for social-good brands:

• Showcase your values, sustainability pledge, and nonprofit partnership story on your website, including links to learn more about the charity

• Reinforce your partnership commitment through email, social media, and other customer communications

• Leverage powerful storytelling and imagery to show customers the real-world impact of your support on communities and individuals

• Keep your messaging current, factoring in news events and relevant holidays

• Make it easy to find sustainable products or those that support your chosen cause by creating special pages or assigning them an icon that captures shoppers’ attention

• Highlight customers’ impact on cart and checkout pages, such as the amount of their purchase that will be donated

Use Technology for Seamless Integration

There are many software solutions that can make highlighting your nonprofit partnership easy. These technologies can allow your ecommerce site to:

• Spotlight your brand’s automatic donation based on the purchase amount

• Offer add-ons for customers to donate more via set amounts or roundups

• Allow customers to select which nonprofits or giving categories they want to support

• Tie donations to specific products or cart totals

• Encourage donations by offering extra loyalty points or other perks

• Share a promo code offering both a discount and a charitable donation—a tactic that Sheets and Giggles found raised their conversion rates by nearly 100%

Integrations from companies, such as Givz, ShoppingGives, Easy Donation, RoundUp App, and DonateMate, can add these features to your site.

There are also options like the One Tree Planted app, which highlights at checkout that each purchase plants one tree. Additionally, larger nonprofits may have their own apps, such as the St. Jude Donation App, which allows customers to make easy donations.

Be Transparent With Your Progress

To foster customer trust, be upfront about your nonprofit partnership. Share details on:

• What metrics and goals you will track over time to improve your program

• How much you’ve raised for nonprofit partners throughout the year

• Processes for transferring donations to nonprofit partners, including timelines

• Any overhead costs, such as processing fees from some apps

Transparency encourages customer donations by letting them know you’ll use their gift wisely. It also improves brand image, showing authentic care for the cause versus using it for marketing.

Boost Sales and Give Back With the Right Nonprofit Partnership

Whether raising funds for a national nonprofit or supporting your local community, ecommerce shops large and small can use charitable partnerships to:

• Improve brand image

• Meet customer concerns for greater social and environmental responses

• Increase engagement and conversions

The right technology can help ecommerce shops integrate their social good efforts throughout the customer experience.

Book a demo today to partner with Bizrate Insights for a greater understanding of your customers’ charitable interests and experiences with your nonprofit initiatives.

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