Peninsula Animal Aid
MEDIA, JOBS & RESOURCES for the COMMON GOOD
NEWS  | 

Philanthropy Can Drive Business Success


Wednesday, 7th November 2007 at 2:10 pm
Staff Reporter
A new US study has found that 90.7% of consumers say it's important for companies to support causes and charities.

Wednesday, 7th November 2007
at 2:10 pm
Staff Reporter


0 Comments


FREE SOCIAL
SECTOR NEWS

 Print
Philanthropy Can Drive Business Success
Wednesday, 7th November 2007 at 2:10 pm

A new US study has found that 90.7% of consumers say it’s important for companies to support causes and charities.

The 2007 PR Week / Barkley Cause Survey reveals that philanthropic activities can drive business success. In fact, 72% of consumers say that they have purchased a brand because it supports a cause they believe in.

Furthermore, corporate respondents say they see positive PR (65.3%), an increase in sales/retail traffic (26.7%) and an enhanced relationship with their target demographic (52%), as a result of their cause marketing efforts.

The first cause marketing campaign was launched 25 years ago, and what was formerly viewed as a trend, is now considered a cost of entry for many businesses.

In fact, consumers demand it, with 90.7% of consumers saying it’s important for companies to support causes and charities. The survey also revealed that the majority of companies (34.7%) with cause programs funded their efforts through the marketing department, as apposed to HR (4%), or even PR (14.7%).

Mike Swenson, the President of Barkley Public Relations says companies are beginning to clearly understand that there is a return on their ‘reputational’ investment and cause is the perfect storm to allow companies to engage employees and customers in a more meaningful way.

In addition to an increase in sales or enhanced customer relationships, corporate philanthropy can also drive recruitment and retention. Among companies with cause marketing programs, 56% saw heightened staff morale and retention and 14.7% "strongly agreed" that they have an easier time finding top-notch recruits.

The PR Week/Barkley PR Cause Survey was conducted by PR Week and Millward Brown. E-mail notification was sent to approximately 8,222 consumers and marketing pros and a total of 368 people (225 consumers and 143 marketing pros) completed the survey online between August 27 and September 17, 2007.

You can download the survey at www.barkleyus.com




Got a story to share?

Got a news tip or article idea for Pro Bono News? Or perhaps you would like to write an article and join a growing community of sector leaders sharing their thoughts and analysis with Pro Bono News readers?

Get in touch at news@probonoaustralia.com.au

Tags : Philanthropy,

 Print

Get more stories like this

FREE SOCIAL
SECTOR NEWS

Write a Reply or Comment

Your email address will not be published. Required fields are marked *



YOU MAY ALSO LIKE

US Powerhouse NFP Information-Sharing Services Join Forces

Maggie Coggan

Wednesday, 6th February 2019 at 5:09 pm

Philanthropic Support Grows for Higher Education in Australia

Luke Michael

Friday, 1st February 2019 at 1:56 pm

Less Generalisations, More Nuance Please

Krystian Seibert

Tuesday, 29th January 2019 at 7:55 am

Record Philanthropic Purchase to Protect Murray Darling Wetland

Maggie Coggan

Friday, 25th January 2019 at 4:49 pm

POPULAR

Culturally Diverse People With Disability Struggling to Engage With NDIS

Luke Michael

Friday, 8th February 2019 at 4:42 pm

‘Toxic’ Amnesty Workplace Sparks Criticism of Australian Social Sector Culture

Maggie Coggan

Wednesday, 13th February 2019 at 5:29 pm

Major Brands Unite to Launch Zero-Waste Shopping Platform

Luke Michael

Tuesday, 5th February 2019 at 4:37 pm

Program Looks to Halve Electricity Costs for Charities

Luke Michael

Tuesday, 12th February 2019 at 4:26 pm

Peninsula Animal Aid
pba inverse logo
Subscribe Twitter Facebook

The social sector's most essential news coverage. Delivered free to your inbox every Tuesday and Thursday morning.

You have Successfully Subscribed!