Even in economic crises, consumers have high philanthropic expectations of companies. A recent study reported more than half (52 percent) of Americans say businesses should maintain financial support of causes and nonprofit organizations. Another quarter (26 percent) expected companies to give even more.
The report, “Past. Present. Future. The 25th Anniversary of Cause Branding,” found that consumers are more receptive to cause messages than ever before and that they will reward companies with goodwill and purchasing power. A summary of findings can be found at CS Wire a source for corporate responsibility news. The consumer behavior study was performed by Cone LLC, a marketing agency, and Duke University.
This is great news for nonprofits receiving corporate support through such initiatives. Linking with a business, large or small, seems to be good for both parties. Consumers also noted that the specific nonprofit associated with the campaign matters significantly (83 percent).
Posted by Myrna Meadows, NRS, International Falls
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