On any typical Sunday, I do the same thing regardless of where I am: I read the weekend newspaper (digital) and spend time trying to immerse myself in anything but work-related topics. But given the work I do on social movements and global issue research, it’s too difficult to escape.

Last Sunday, though, as my reading was interrupted with typical marketing and advertising from brands, I wondered: What is it about the advertising world that brings out the humanity in the marketing of consumer brands—their desire to build affinity and loyalty in their audience that drives up their net promoter score (NPS)?

And where do we as a sector stand when it comes to building interest in a cause that many will never experience first-hand?

This brings me, of course, to reviewing advertisements and marketing by nonprofits, immersing myself in the current work of others and some well-intentioned messages meant to spark action on an issue. I do this regularly, but today I’m trying to understand where we are in relation to the consumer brand space.

Humanizing those we serve and those who help those who serve

In the consumer brand space, marketing professionals seek to build brand communities. This community of impassioned individuals serve as ambassadors for and supporters of new product releases, amplify news, and boost utilization of services and goods. In the nonprofit space, our communication tends to focus on the beneficiary only—and rightfully so. But for the intended audience, i.e., potential supporters of a cause, it begs the question: Who is behind this issue? Do they share the same values I share? Do they reflect the way I think and feel?

In the cause space, our role is to help people understand the issue, how it personally affects an individual (ideally close to wherever we call home), and what will happen if they support us through any kind of action.

But it should not stop there.

We need to help people understand that the issue is important and that they are not alone; others believe in the issue like they do and are currently taking action that’s creating real impact. That’s about community building, going further than where we are now to sustain a community of people around the cause.

’I am valuable and what I bring to the movement is of value’

Communities in the brand space tend to build in incentives to strengthen customer loyalty. But they also focus on building affinity, which is not the same as loyalty. In consumer and affinity marketing, the individual consumer is presented with many opportunities to witness, experience, and be a part of what makes up that brand: its purpose and values. From watching new products come out, to talking with brand ambassadors, to discussing the latest techniques, individuals are given an opportunity to feel deeper affinity for the company, regardless of how much they spend, and, in turn, to expand the circle of affinity among their friends and family.

In the cause space, by contrast, how much an individual brings to the table tends to determine the level of service we may offer. The “if you give more, you get more” mentality dominates nonprofit strategies (implicitly or explicitly). While showcasing those who donate or volunteer the most in hopes of inspiring and modeling more generous charitable behaviors in others may make major donors feel good, but that strategy tends to fall flat for those who initially have a limited sense of affinity for the cause.

We need to move to a new reality: Today, everyone in a movement has value and what they bring to the table is valuable. You have $5, you have value. You have your voice, you have value. Brand communities are built on this notion of value; it’s of value for you to be a part of the community. Cause communities need to build up that sense of value and make everyone who joins—at every level—feel that their interest and passion are valued.

I leave you with one final thought. This is not about brands having slick-looking ads and bigger production budgets than causes. This is about the nonprofit sector doing the work necessary to truly build community. If we want people to be around when the times get tough for our cause or when we need them the most, we need to make investments in the brand and community development of our work.

Let’s show people they bring value to the movement and that, regardless of the institution or logo, real people are working together to help those we highlight in our work.

Derrick Feldmann (@derrickfeldmann) is the founder of the Millennial Impact Project, lead researcher at Cause & Social Influence, and the author of The Corporate Social Mind. Read more by Derrick.