subscribe to careers
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

Philanthropic giant steps up for bushfire crisis

Maggie Coggan

Thursday, 9th January 2020 at 3:15 pm

Top philanthropic gifts of 2019

Maggie Coggan

Wednesday, 18th December 2019 at 5:33 pm

Participatory grantmaking: Can we afford not to do it?

Contributor

Monday, 16th December 2019 at 4:17 pm

A champion of profit and purpose

Maggie Coggan

Monday, 16th December 2019 at 8:21 am

POPULAR

How are Aussie charities helping in the bushfire crisis?

Luke Michael

Tuesday, 7th January 2020 at 3:21 pm

What impact will the bushfire crisis have on homelessness?

Luke Michael

Wednesday, 15th January 2020 at 4:28 pm

The rise (and scepticism) of Facebook fundraisers

Maggie Coggan

Thursday, 16th January 2020 at 8:49 am

What about the charities?

Maggie Coggan

Wednesday, 8th January 2020 at 1:26 pm

subscribe to careers
pba inverse logo
Subscribe Twitter Facebook

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

You have Successfully Subscribed!