give until you get: cause marketing strategies
TRANSCRIPT
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Give Until You Get
With Joe Waters
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Vocus Webinar
Joe Waters
Selfishgiving.com
Cause Marketing: Give Until You Get
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Raises Money, Awareness
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Consumers love cause marketing
Consumers want more cause marketing
Companies are hearing the message
Companies are rewarded for listening
The Appeal of Cause Marketing
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Consumer expectations of companies are at
an all-time high:
91% of those polled felt it was important for
companies to support a cause, up from 86% in 2008.
74% of consumers say they purchased a brand
because it supported a cause.
75% would try a brand they normally wouldn’t
because it supported a cause.
64% would pay more for a brand because it supports
a cause that is important to them.
US Consumers Want Cause Mktg
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Americans are as amenable toward cause marketing as ever:
88% of Americans say it is acceptable for companies to involve
a cause or issue in their marketing. (33% increase from 1993)
83% of Americans wish more of the products, services and
retailers they use would support causes.
85% of consumers have a more positive image of a product or
company when it supports a cause they care about.
90% of consumers want companies to tell them the ways they
are supporting causes.
Put another way: More than 278 million people in the U.S. want
to know what a company is doing to benefit a cause!
Consumers Want More Cause MarketingConsumers Want > Cause Marketing
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Cause marketing wins with Moms:
95% find cause marketing acceptable (vs. 88% avg)
92% want to buy a product supporting a cause (vs. 81% avg)
93% are likely to switch brands (vs. 80%)
61% of purchased more cause-related products in the past
year (vs. 41% avg)
And Millennials (18-24 year olds):
94% find cause marketing acceptable (vs. 88% avg)
53% bought a product benefiting a cause (vs. 41% avg)
Company’s support of social or enviro issues influences
decisions of where to work 87% (vs. 69% avg)
© 2011 For Momentum, L.L.C. All rights reserved.
Strong with Moms & Millennials
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Cause marketing wins with men:
88% of men say it’s important for a brand to support a cause.
61% of men have purchased a brand because it supported a cause.
67% of men would purchase a brand because it supported a cause.
55% of men would pay more for a brand because it supported a cause.
Cause marketing motivates diverse audiences:
1/3 of Hispanic and African-American consumers report that they almost always choose brands that support causes they believe in, compared to just one in five Non-Hispanic Whites.
A Winner with Men and Diverse Audiences Winner with Men & Diverse Audiences
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1.5 Million
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#1 Care
PersonalExcellence.co
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#2 Adopt an Army
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#3 Lead with Emotion
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#4 Matchy-Matchy
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The Money is in the Register
#2
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6%
72%
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Point–of–Sale
Pinups
Register Programs
Round-Ups
Donation Boxes
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pinterest.com/joewaters
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