Cause-Related Marketing Support

Resource Partners - A World of Good Corporate Citizenship

Cause-Related Marketing

Cause-related marketing is the strategy of linking a company, brand or product to a social cause for mutual benefit.
U.S. Companies will spend $921 million on cause-marketing in 2003.
Benefits to businesses:
Enhanced brand loyalty
Increased employee recruitment and retention
Improved corporate reputation
Benefits to non-profits:
Enhanced visibility for the cause
Increased revenue
Access to corporation's networks

Market research clearly shows that in 2003 there is a powerful link between corporate social actions and consumer behavior. This connection is a win-win for Operation Smile and its corporate partners, as today's consumers want to purchase brands from companies that demonstrate social responsibility. And Operation Smile, like other non-profits, needs to develop new alliances to more effectively accomplish its objectives. For Operation Smile and its partners, this is an opportunity to make a meaningful difference for employees and communities while strengthening a brand and company's reputation.

View Current Cause Marketing Partnerships

2002 Cone Corporate Citizenship Study
According to the "2002 Cone Corporate Citizenship Study", consumer concern with corporate social responsibility is at a 10-year high. Today, more than ever, Americans are forming opinions of a company's reputation based on its corporate citizenship and community impacts. Key findings include:

Americans Want to Know:

78% of Americans today say that companies have a responsibility to support social issues.
85% of Americans say that during an economic downturn and period of tighter spending, it is more important than ever for companies to be socially responsible.
86% of Americans agree that companies should tell them the ways in which they are supporting social issues.

Cause Branding Reinforces Relationships:

84% say they would be likely to switch brands to one associated with a good cause, when price and quality are equal.
92% of Americans say they have a more positive image of companies and products that support causes, significantly higher than pre-September 11th figures.
87% of Americans report that they are more likely to remember a company when they see information about its social activities.

Cause Branding Strengthens Employee Morale:

57% of employees wish their company would do more to support a social issue.
75% of Americans today consider a company's commitment to social issues when deciding where to work.

Source: 2002 Cone Corporate Citizenship Study, Cone, Inc.

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