Skip to main content

Two New Surveys Show Consumers Expect and Support Cause Marketing

Two surveys out this week uncover new insights about the push and pull of cause marketing.

In the first, the Cause Marketing Forum looks for million-dollar cause marketing campaigns at checkout and finds 63 of them generating a total of $358.4 million. That’s an average of $5.6 million per campaign. But the average is pulled up by the first five donations that total more than $150 million by themselves.

The Cause Marketing Forum is meeting in Chicago so I haven’t had the chance to talk with them, but I suspect that in the years to come this survey will turn up much bigger numbers.

The big winners are children’s charities. Forty-seven percent of the total raised went to the name-brand children’s charities; Children’s Miracle Network Hospitals, Easter Seals, March of Dimes, St. Jude Children’s Research Hospital, etc.

One surprise was eBay’s number. The online company generated $54 million for 22,000 charities, the most of any company on the list. The other surprise was Safeway, which generated more than $37 million for its various cause partners. Safeway is the second largest grocery-only chain in the country, but it is concentrate in the West. Conspicuous by its absence was Kroger, the nation’s largest grocer and the fifth largest retailer in the world.

The Cause Marketing Forum lists a number of reasons why cause marketing at checkout works, none-the-least of which is longevity. But a predominant reason is covered by the 2013 Cone Communications / Echo Global CSR Study, namely consumers expect it.

“Consumers across the globe resoundingly affirm CSR as a critical business strategy,” says Dan Soulas, managing director of Echo Research. “It is vital for companies to understand the unique, market-level nuances to effectively participate in the CSR interchange. A one-size-fits-all approach just won’t work.”

CSR bears fruit beyond positive feelings. Cone / Echo finds that when companies support social or environmental issues, consumers reward them with greater affinity:
  • “96% of global citizens will have a more positive image of that company”
  • “94% will be more likely to trust that company”
  • “93% will be more loyal to the company (i.e., continue buying products or services)”
Because retailers have front line relationships with consumers, cause marketing at checkout continues to make a lot of sense.

Comments

Popular posts from this blog

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…

Profile of Cause Marketing Veteran Joe Lake

Blogger's Note: What follows is a profile and interview I wrote of Children's Miracle Network co-founder Joe Lake, who was recently installed as the CEO of the Starfish Television Network. This originally appeared in the Salt Lake Enterprise on Monday, May 11.

Lining the walls of the office of Joe Lake, the new CEO of the Starfish Television Network, a 501(c) (3) public charity and television network founded in 2006 and headquartered in Midvale, are pictures of the many celebrities he has worked with.

There are pictures of Joe with Goldie Hawn, Sidney Poitier, Jeff Bridges, Bill and Hillary Clinton, Rob Lowe and Walter Cronkite, and affectionately-autographed publicity stills from Bob Hope and Rich Little.

It’s something you’d expect in the office of a Hollywood agent, or at a celebrity hangout in Manhattan, or Chicago or Vegas. But the Starfish Television Network, whose mission is to tell the stories of nation’s nonprofits in a way that educates, entertains and inspires its audi…

Unconventional Metrics of Cause Marketing Power

The printed edition of Fortune Magazine runs a regular feature called ‘My Metric’ wherein business leaders identify informal but telling measures of current economic activity.

In the January 17, 2011 Michael Glimcher, CEO of Glimcher Realty Trust cited as his metric an increased number of black cars on the streets of New York City as a sign of the U.S. economy’s (still pending?) resurgence.

That got me thinking, what unconventional metrics evidence the power of certain cause marketing efforts?

One immediately leapt to mind, although only General Mills, which makes Yoplait yogurt in the U.S., can measure it.

The Yoplait lid at left... which I purchased in December 2010... can NOT be redeemed for a $0.10 donation to Susan G. Komen for the Cure. Instead it promotes Yoplait’s sponsorship of Komen’s Race for the Cure events, which are numerous.

But I’d bet you a six-pack of Yoplait Greek Honey Vanilla that people nonetheless still send in some number of the lids above in an attempt to redeem th…