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BizReport : Advertising archives : March 11, 2010

Want to stand out? Partner with a nonprofit for a cause

There has never been a better time for cause marketing. With consumers tightening their economic belts, ad spends getting chopped and more confusion over what does and doesn't work online, marketers are looking for every advantage. A new report from communications agency Cone finds that consumers are not only looking for causes to support but they are more likely to support the products of corporations who are supporting causes.

by Kristina Knight

cone.pngThe 2010 Cone Nonprofit Marketing Trend Tracker found nearly 60% of American consumers are more likely to show interest in products associated with a nonprofit partnership than those standing alone.

Other interesting findings include:

• Half of consumers are more likely to donate after learning about a partnership
• 49% are more likely to join an event for the nonprofit and 40% are more likely to volunteer with the nonprofit
• 75% want to hear about/read about partnership results
• 61% "actively seek" partnership details to share

Alison DaSilva, Cone's executive vice president of Cause Branding said, "While we have seen many companies reap the benefits of cause-related partnerships, these results reveal the same benefits hold true for the nonprofit brand. Strategic corporate partnerships can help nonprofits stand out and create new, loyal ambassadors."

And it isn't just online brands which can benefit. Consumers want to hear about for-cause partnerships from all directions and outlets. Although marketers may find a quicker buzz from the social realm, the report shows that 80% of consumers respond after learning about a cause opportunity through traditional media, 74% through advertising and 69% are likely to respond at events. Email, social media and mobile were also hot properties for sharing cause marketing initiatives.

The survey took place February 11 and 12 and was conducted by Opinion Research Corporation.

Tags: advertising partnership, cause campaign, cause marketing, Cone, non-profits, Opinion Research

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