… Most of them are sponsored by big brands What are the advantages of cause-related marketing? There are advantages for both nonprofit and business. For business, cause-related marketing proves that it is socially responsible, and provides great public awareness of its values and willingness to support good causes. For the nonprofit, the contributions from a cause-related marketing project can be significant, and those funds are usually unrestrictedso even overhead costs can be supported by them. Besides actual monetary benefit is the intangible value of the publicity and advertising that usually accompanies a cause-related marketing program, which is often done by the corporation's public relations and marketing departments.
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Charity awareness Hubs Change.org Care2.com Causes.com and Facebook/causes
83 % of consumers are willing to change their consumption habits if it can help make tomorrow's world a better place to live. 82 % believe supporting a good cause makes them feel better about themselves. 61 % have bought a brand that supports a good cause even if it was not the cheapest brand. 64 % would recommend a brand that supports a good cause 59 % of people globally (61 % in the U.S.) have a better opinion of corporations that integrate good causes into their business, regardless of the reasons why they do so. Edelman 3rd Annual Global Consumer Study (2009)
65 % of people have more trust in a brand that is ethically and socially responsible. 64 % of consumers say they expect brands today to do something to support a good cause. 63 % of consumers want brands to make it easier for them to make a positive difference in the world. 67 % would switch brands if a different brand of similar quality supported a good cause. Edelman 3rd Annual Global Consumer Study (2009)
Most receptive ‘Power Moms’ Women ages 25 to 54 with at least one child The Millennial Generation (Generation Y. Born between 1980 and 2000) 93% 85% would switch brands if it were involved in a good cause if the price was the same 61% 53% have purchased a cause-related product in the last year 92% 81% would buy a product where a portion of the cost supports a cause Cone Cause Evolution Study (2010)
It not only creates a healthier business environment. It not only represents great PR for the brand. Perhaps most importantly it also allows brands to leverage social media to generate positive word of mouth advertising that directly impacts their profits, through dialogue with their stakeholders. Media platforms like Facebook and Twitter keep growing, as the web itself becomes increasing social, this is only going to become more important to brands and consumers. This presents an exciting and arguably unprecedented opportunity for business leaders. They can now better serve the interests of their shareholders by building a better world. Charity and Social Media