Cause Marketing

The last installment of the Dynamics of Cause Engagement study released yesterday found that social media cause promoters aren’t the ‘slacktivists’ that they’re often portrayed to be. The study was conducted for the Center for Social Impact Communication at Georgetown University and sponsored by Ogilvy Public Relations. Instead, the study finds, people who engage with causes via social media are: Just as likely as non-social media cause promoters to donate money to the cause (41 percent vs. 41 percent). Twice as likely to volunteer (30 percent vs. 15 percent). Two and a half times more likely to participate in a cause walk or event (25 percent vs. 11 percent). Four times more likely to contact their political representative (22 percent vs. 5 percent). Four times more likely to request donations to support their charitable work (11 percent vs. 3 percent). Five times more likely to recruit others to sign a petition for a cause (20 percent vs. 4 percent). The bottom line is that social me...

Results released yesterday from the ‘ Dynamics of Cause Engagement ’ study show that Hispanics and African Americans in the United States are more likely than Caucasians to support causes online than offline, more likely to feel social sites networking help causes raise visibility, and more likely to feel that they personally can help causes through online social networks. The study comes from Georgetown University’s Center for Social Impact Communication, and took place in late 2010. Several results have been reported in the last month from the analysis of ‘Dynamics,’ survey, which was funded by Ogilvy Public Relations Worldwide. Another study, which also took place in 2010, found that among the 12 countries surveyed, 85 percent of Mexican nationals were likely to buy a brand that supports a good cause, the highest percent of any country surveyed. In that effort, called Edelman’s Goodpurpose Study 2010, Brazil, China and India followed closely behind Mexico. The United States finishe...

Earlier this month the Center for Social Impact Communication at Georgetown University published a study that found that the cause that most resonates with Americans right now is supporting the troops, something several sponsors seem to have already understood. Outback Steakhouse has long made cause marketing with a military theme a key piece of its promotional mix and community support. On Veteran’s Day, November 11, veterans and active duty military get a free Bloomin’ Onion appetizer and non-alcoholic drink. Going back to 2002 Outback has also sent employee volunteers to the Middle East to feed the troops in Afghanistan and Iraq. In 2010 Outback also had a special menu called “Red, White and Bloomin.’” When you ordered from that menu, Outback would make a donation to Operation Homefront . Outback’s donation to Operation Homefront came to $1 million in 2010. The Georgetown study, called the Dynamics of Cause Engagement , found that 71 percent of American were very or somewhat kn...