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Cause Marketing Halo Effect Not Just for Corporate Partners

We already know that when a corporation partners with a cause, it goes a long way in positioning that company as a responsible one in the mind of the consumer.

Now, Cone, leading marketing agency in the cause-related marketing space, has found that the halo effect goes both ways. In a survey, Cone found that partnering with a company to promote its cause improves the nonprofit’s reputation and makes it stand out in the public’s mind.

Here are the stats:

  • 59% of Americans are more likely to buy a product associated with the partnership
  • 50% are more likely to donate to the nonprofit
  • 49% are more likely to participate in an event for the nonprofit
  • 41% are more likely to volunteer for the nonprofit.

Alison DaSilva, Cone’s executive vice president of Cause Branding said, “While we have seen many companies reap the benefits of cause-related partnerships, these results reveal the same benefits hold true for the nonprofit brand. Strategic corporate partnerships can help nonprofits stand out and create new, loyal ambassadors.”

The Cone report also points out particular marketing strategies that can help a nonprofit make the most of its cause marketing. These include:

  • Give consumers details, especially the effect of the campaign on the issue or social problem being addressed. More than half of the consumers polled said that companies and nonprofits don’t disclose enough.
  • Use traditional channels as well as the “new media.” Respondents said methods such as word-of-mouth, traditional media and advertising, and snail mail and email continue to be the most effective ways to reach them.

I suggest you take a look at the Cone Trend Tracker for more about these fascinating results.


Photo by Gary S Chapman/Getty Images

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Cause Marketing Halo Effect Not Just for Corporate Partners originally appeared on About.com Nonprofit Charitable Orgs on Wednesday, March 10th, 2010 at 10:46:42.

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