Skip to main content

'Checkout' This New Cause Marketing Study

In its most recent edition, The Checkout, the publishing outlet for research developed by The Integer Group, asked Americans an intriguing cause marketing question: “When choosing between two companies that each benefit a cause and sell the same product, similar in price and quality, which of the following would influence your preference for one brand over another.”

Let’s put some flesh on that. The question asks, in effect, when do you buy Progresso soup and when do buy Campbell’s soup, given that they both benefit education causes? Or when do you buy Yoplait yogurt and when do you buy Dannon yogurt, each of which generates funds for separate breast cancer charities?

No surprise, but ‘Personal Relevance of Cause’ was the top answer for both men and women, polling out around 70 percent (the graph was formatted such that exact percentages are hard to determine). The most surprising answer for me was the second most common answer. About 33 percent of men said that “Donates With Every Purchase” compared to about 38 percent of the overall population and about 44 percent of women who gave that answer.

Men seem to care less about transactional cause marketing than women.

On its website The Integer Group describes itself as “a global discussion about the impact of shopping culture on brand strategy.” The research based on a nationally representative study of 1,200 adults and is conducted by M/A/R/C Research.

The Checkout published the results of three cause marketing questions. The other two were:

“Which of the following types of causes do you find most compelling if you were to buy a brand based on its affiliation with a cause?”

“Which brands of products do you currently buy based on the brand’s affiliation with a cause?”

The top 10 finishers were:
  1. Yoplait
  2. Anything Affiliated With Breast Cancer
  3. (tie) Susan G. Komen for the Cure and Newman’s Own
  4. General Mills
  5. Yogurt in general
  6. (tie) P&G and RED
  7. Boxtops for Education
  8. (tie) Kellogg’s, Campbell’s and Girl Scouts
  9. Dawn
  10. Avon
The big winner in that list is General Mills, which is listed three times. General Mills owns the Yoplait brand and is responsible for Boxtops for Education. Dawn’s place on the list was unexpected. The survey was conducted in February, 2011, and it could be that Dawn’s work in the aftermath of the BP oil spill in April, May, June and July of 2010 was still fresh in people’s minds.

The other winner has to be (RED), which has only been around since 2006. No other brand on the list has been doing cause marketing for less than 10 years. Campbell’s Labels for Education has been going on for more than 35 years.

The biggest shocker has to be that ‘yogurt in general’ finished fifth, evidence that the Yoplait halo is big enough for the whole yogurt category. No wonder Dannon mimics Yoplait so closely.

Comments

Popular posts from this blog

Three Ways to Be Charitable

I’ve spent a big chunk of my career working with or for charities. Many of my dearest and ablest friends are in the charity ‘space.’ And the creativity and problem-solving coming out of the nonprofit sector has never been greater.  Although I’ve had numerous nonprofit clients over the last decade or so, I haven’t worked in a charity for about 12 years now, which gives me a certain distance. Distance lends perspective and consequently, I get a lot of people asking me which charities I recommend for donations of money or time. My usual answer is, “it depends.” “On what?” they respond. “On what you want from your charitable activities,” I reply. It sounds like a weaselly consultant kind of an answer, but bear with me for a moment. The English word charity comes from the Latin word caritas and means “from the heart,” implying a voluntary act. Caritas is the same root word for cherish. The Jews come at charity from a different direction. The Hebrew word that is usually rendered as charity is t…

Top Eight Cause-Related Marketing Campaigns of 2007

Yeah, You Read it Right. It's a Top 8 List.

More cause-related marketing campaigns are unveiled every day across the world than I review in a year at the cause-related marketing blog. And, frankly, I don’t see very many campaigns from outside North America. So I won’t pretend that my annual list of the top cause-related marketing campaigns is exhaustive.

But, like any other self-respecting blogger, I won’t let my superficial purview stop me from drawing my own tortured conclusions!

So… cue the drumroll (and the dismissive snickers)… without further ado, here is my list of the eight best cause-related marketing campaigns of 2007.

My list of the worst cause-related marketing campaigns of 2007 follows on Thursday.


Chilis and St. Jude Children’s Research Hospital
I was delighted by the scope of Chilis’ campaign for St. Jude Children’s Research Hospital. As you walked in you saw the servers adorned in black co-branded shirts. Other elements included message points on the Chilis beverage coas…

Five Steps To Nurture a 30-Year Cause Marketing Relationship

Last Monday, July 22, 2013, March of Dimes released the annual results of its campaign with Kmart... now in its thirtieth year... and thereby begged the question, what does it takes to have a multi-decade cause marketing relationship between a cause and a sponsor?

In the most recent year, Kmart,the discount retailer, donated $7.4 million to the March of Dimes, bringing the 30-year total to nearly $114 million. March of Dimes works to improve the health of mothers and babies.

Too many cause marketing relationships, in my estimation, resemble speed-dating more than long-term marriage. There can be good reasons for short-term cause marketing relationships. But most causes and sponsors benefit more from long-term marriages than short-term hookups, the main benefit being continuity. Cause marketing trades on the trust that people, usually consumers, put in the cause and the sponsor. The longer the relationship lasts the more trust is evidenced.

There's also a sponsor finding cost that…