Dan Fink, editor of the Reading-Eagle Business Weekly in Pennsylvania, called me recently for some national perspective quotes on a story his staff was preparing on a local cause marketing effort . Many of his readers are small businesses, so I was especially happy to be able to reach out to that audience with the message about the power of cause marketing. Dan’s questions are in bold and my answers follow in italics. Do you have any numbers that show growth trends? The keeper of long-term cause marketing growth data is IEG, in Chicago. They track all sponsorship dollars, for instance the NFL and music festivals. IEG considers cause marketing to be a subset of sponsorship. This is a link to a projection they released in January . It lists only their projection for 2012, but they've been releasing this report for more than 20 years. So they can give a sense of long-term cause marketing trends. Who are the biggest users of cause marketing (in terms of dollars given to nonprofits)? Th...
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