What is Cause Marketing
and why is it so important for my business?
 Sponsorship spending on cause marketing in the United States will reportedly hit $1.34 billion in 2006 (20% over last year!). Why does corporate America believe that Cause Marketing is important and why should you consider taking advantage of this powerful marketing opportunity?
1. Your potential clients care about you giving to important causes.
- Ninety-two percent of Americans think that it is important for companies to make charitable contributions or donate products and/or services to nonprofit organizations in the community.
- Sixty-one percent think that cause marketing helps to communicate a company’s values and that they would buy products from the companies that sponsor good causes.
2. Connection to important causes helps you to stand out in the mind of your potential clients.
- In a crowded and constantly changing consumer marketplace, you must stand out.
- Research shows that many of today’s consumers demand more than just a quality product or service – they want to buy brands that resonate with their values.
3. Cause Marketing connects you with your potential clients at a deeper level.
- An all-time high of 84% of Americans say they are likely to switch brands - when price and quality are equal - to help support a cause.
- More and more, marketers are investing in cause marketing to connect emotionally with consumers through causes in a manner that translates into increased purchases and brand loyalty.
4. Connecting with Cause Marketing creates “Triple Win” alliances.
- Cause marketing creates a win-win-win situation:
• The nonprofit gets income it would not otherwise receive.
• The business is viewed in a positive light while serving more customers.
• And customers see new funds benefit their community.
5. Cause Marketing enhances your credibility in the marketplace.
- 90% of Americans today have a more positive image of companies and products that support causes, significantly higher than previous years.
- Cause marketing tells the consumer you have priorities that are higher than just getting a commission.
6. Connections become possible through Cause Marketing that might not be possible otherwise.
- Long-term, positive connections with community, regional and national leadership are built when we work on projects bigger than ourselves.
- Among shareholders who rated a company's philanthropy favorably, 78% say they will continue to do business with the company.
7. Cause Marketing can create more referrals.
- More than 7 out of 10 Americans (75%) say a company's commitment to causes is important when they decide which products and services to recommend to others.
|
|
