An evaluation of cause-related digital marketing on brand trust: Evidence from a nonprofit organization in Lagos, Nigeria
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Background of the study
Cause-related digital marketing has become an important strategy for nonprofit organizations aiming to build trust and credibility with their audiences. In Lagos, nonprofit organizations are increasingly incorporating social and environmental causes into their digital campaigns to connect emotionally with donors and volunteers (Adeyemi, 2023). This study examines how cause-related messaging integrated into digital marketing efforts can influence brand trust. By aligning the nonprofit’s mission with popular social causes and engaging audiences through social media, email, and online content, the organization seeks to build a genuine and transparent image (Ibrahim, 2024). The approach combines storytelling with data-driven marketing techniques to highlight the nonprofit’s commitment to social issues, thereby fostering trust and long-term support. The study explores various facets of cause-related digital marketing such as message authenticity, visual storytelling, and audience engagement metrics, with the aim of understanding their collective impact on trust. Additionally, it evaluates the challenges of maintaining consistency between the cause and the organization’s core values. This research employs both quantitative data analysis and qualitative feedback from stakeholders to assess the overall effectiveness of these campaigns in enhancing brand trust (Ogunleye, 2023).
Statement of the problem
Nonprofit organizations in Lagos face challenges in converting cause-related digital marketing efforts into measurable increases in brand trust. While many campaigns generate significant online engagement, the direct correlation between these efforts and long-term trust remains unclear (Udo, 2023). There is often skepticism among target audiences regarding the authenticity of cause-related messaging, especially when the marketing appears overly commercialized. Furthermore, the lack of standardized metrics to assess trust poses difficulties for organizations to fine-tune their campaigns. This study addresses these issues by examining the specific elements of cause-related digital marketing that positively influence brand trust, thereby offering a framework for nonprofits to optimize their communication strategies and enhance stakeholder confidence (Chinwe, 2024).
Objectives of the study:
To evaluate the impact of cause-related digital marketing on brand trust.
To identify key elements that enhance the authenticity and effectiveness of such campaigns.
To provide actionable recommendations for improving cause-related digital marketing strategies.
Research questions:
How does cause-related digital marketing influence brand trust in nonprofit organizations?
What elements contribute most significantly to building trust through these campaigns?
How can nonprofits optimize their digital marketing strategies to enhance trust?
Significance of the study
This study is significant for nonprofit organizations aiming to strengthen stakeholder trust through cause-related digital marketing. Its findings will provide insights into effective campaign elements and offer a framework for measuring trust outcomes. The research contributes to academic literature on digital marketing for nonprofits and offers practical recommendations for developing authentic, purpose-driven marketing strategies that foster long-term donor and volunteer loyalty.
Scope and limitations of the study:
This study is limited to evaluating cause-related digital marketing strategies and their impact on brand trust for a specific nonprofit organization in Lagos, Nigeria. It does not extend to for-profit sectors or offline marketing methods.
Definitions of terms:
Cause-Related Digital Marketing: Marketing efforts that integrate social or environmental causes into digital campaigns.
Brand Trust: The level of confidence stakeholders have in the reliability and integrity of an organization.
Nonprofit Organization: An organization that operates for a social, charitable, or community purpose rather than for profit.
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