It’s safe to say that time and money have been (and always will be) hot commodities.

Evoking an emotional response is an artform, especially when producing content in the fundraising world. Successful fundraising campaigns seek to build and cultivate relationships with donors, engaging them to increase their contributions.

Sofar Sounds, an amazing music collective, hosts live performances in major cities throughout the world. Amnesty International is a non-governmental organization (NGO) focusing on human rights, specifically immigration and capital punishment.

Together, both organizations will host shows in major cities throughout the world, with proceeds going toward refugee initiatives. Marketed as “a global day of secret gigs,” this collaboration is a prime example of cause marketing, which can greatly benefit both parties involved.

Here, brands must remember how “an audience can understand and more greatly identify with an example of real life dimensions rather than an abstract statistical conclusion.” In other words, given today’s polarizing political climate on immigration, “the shared experience of sadness emotionally equips observers to empathize with suffering.”

Their campaign slogan evokes a dire need and call-to-action.

“Because we all deserve a home, not just the memory of one.”

By campaign’s end, both organizations seek to garner 1,000 musicians, who will perform at over 300 concerts in more than 200 cities worldwide.

Sofar Sounds describes how Amnesty International is serving these dire communities in real-time, using language such as “[being] successful in blocking the closure of Dadaab camps” to even “having serious impacts on some of the most vulnerable countries…”

This is where message framing comes to play, in which “the decision to focus on the positive consequences of donating…can be presented in an abstract, statistical way or in a more vivid and anecdotal manner.”

Which organizations have you backed this year? What social issues resonate with you? Let us know in the comments below!