Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Market data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Charitable giving and cause sponsorship spending are on the rebound
- Concerns about fraud and cause fatigue can reduce the impact of CRM
- Pharmaceutical and financial industries lead in support of causes
- Companies face a tradeoff between consumer-directed and mission-oriented CRM
- New ways of giving will reinvigorate the CRM landscape for a new generation
- Integrated campaigns are the future of CRM
- Most consumers do care about a company’s willingness to act ethically
- CRM alone will not drive purchase, but may sway women, younger consumers, parents
- Charity endorsements increase purchase consideration for some
- Women and 18-24s feel good about supporting charities by shopping
- Children’s welfare, health, and the environment are leading causes
- Consumers agree companies should donate—but many skeptical of motivations
- Survey results indicate companies should pick a cause—and stick with it
- In store, traditional media most effective channels; opportunities exist to strengthen social media outreach
- CPG products are best suited for CRM
- Asians want other causes; black consumers enjoy today’s causes
- Women are a top target, men become more amenable to cause campaigns once they have kids
Insights and Opportunities
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- Reaching moms key to CRM success
- CRM is for long-term brand building, not quick sales boosts
- CRM should stem from a company’s core business model
- New ways to give can engage younger consumers
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- Figure 1: Acceptance of solicitation and donation channels, by generation, January 2010
Inspire Insights
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- Trend: Me, Me, Me
- Trend: Click to Connect
Charitable Giving, CRM Spending and Forecast
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- Overview
- Key points
- Charitable giving recovered in 2010
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- Figure 2: Estimates of total U.S. giving and forecast of market, at current prices, 2007-15
- Figure 3: Estimates of total U.S. giving and forecast of market, at inflation-adjusted prices, 2007-15
- Charitable giving by segment
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- Figure 4: Estimates of total U.S. charitable giving, by segment, 2007-10
- Corporate charitable giving forecast to steadily increase year over year
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- Figure 5: Estimates of corporate U.S. giving and forecast of market, at current prices, 2007-15
- Cause sponsorship on the rebound in 2010
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- Figure 6: North American sponsorship spending, by property type, 2009-11
Growth of Corporate Foundations
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- Key points
- Growth of corporate foundations indicates commitment to supporting charitable causes
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- Figure 7: Number, total giving, and size of corporate charitable foundations in the U.S., 2000-09
- Most generous corporate foundations cluster in financial and pharmaceutical industries
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- Figure 8: Largest corporate foundations, by total giving, 2009
Challenges Facing Cause Marketers
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- Key points
- Array of causes and charities may be overwhelming to some
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- Figure 9: Number of nonprofit charities, 2006-10
- Some causes overexposed
- Concerns about fraud may lessen support for causes
- IRS requirements for charities tightened
Market Influencers
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- Key points
- CRM in tough economic times
- Tarnished industries seek redemption
- Flight from traditional advertising to social media boosts CRM
- Disasters drive interest in contributing to causes
- Pledges by high-profile donors call attention to charitable giving
Innovations and Innovators
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- Key points
- Leveraging the giving power of customers
- New ways to donate
- Nonprofit bars and high-end retailers
CRM Methods and Campaigns
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- Key points
- Consumer-directed giving: Pepsi Refresh
- Major commitments to a cause: Walmart and hunger
- Donations tied to purchase of specific products: Box Tops for Education
- Cross-cutting campaigns: (PRODUCT)RED
- Beyond donations: companies urge employees and customers to support the cause
Marketing Strategies
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- Key points
- Integrated cross-platform campaigns
- The Pepsi Refresh Project
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- Figure 10: Pepsi Refresh Project television ad, 2011
- Dawn Saves Wildlife
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- Figure 11: Dawn dishwashing detergent television ad, 2011
- Opportunistic marketing
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- Figure 12: American Red Cross/NBA television ad, 2011
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- Figure 13: American Red Cross/WNYT television ad, 2011
Attitudes Toward Company Ethics
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- Key points
- Most consumers do care about a company’s willingness to act ethically
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- Figure 14: Attitudes toward company ethics, January 2004-December 2010
CRM Campaign Influence on Purchase Decisions
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- Key points
- CRM only sometimes drives consumers to purchase a product
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- Figure 15: Cause-related marketing campaign influence on purchase decisions, by gender, April 2011
- Younger consumers show a greater affinity for CRM
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- Figure 16: Cause-related marketing campaign influence on purchase decisions, by age, April 2011
- More Millennials motivated, but less than one quarter “often” buy because of cause
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- Figure 17: Cause-related marketing campaign influence on purchase decisions, by generation, April 2011
- Parents more cause-driven, but most are not “often” motivated to buy based on cause alone
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- Figure 18: Cause-related marketing campaign influence on purchase decisions, by children in household and by marital status, April 2011
Reaction to Products Supporting a Cause
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- Key points
- Most consumers cannot be driven to purchase based solely on a company’s charitable giving
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- Figure 19: Reaction to products that say they support a cause, by gender, April 2011
- Younger consumers pay attention to CRM, older consumers ignore it
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- Figure 20: Reaction to products that say they support a cause, by age, April 2011
- For cause-concerned, many still need more reasons to buy a product
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- Figure 21: Reaction to products that say they support a cause, by cause-related campaign influence, April 2011
Attitudes Toward CRM Campaigns
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- Key points
- Women more receptive to CRM, but most are not swayed
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- Figure 22: Attitudes toward cause-related marketing campaigns, by gender, April 2011
- Younger consumers are more likely to be “cause-passionate”; companies should embrace them
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- Figure 23: Attitudes toward cause-related marketing campaigns, by age, April 2011
- Those who admit to being “often” influenced by cause campaigns feel strongly about the companies behind them
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- Figure 24: Attitudes toward cause-related marketing campaigns, by cause-related campaign influence, April 2011
Leading Causes for Company Support
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- Key points
- Issues that matter most to women should matter to cause marketers
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- Figure 25: Causes companies should support, by gender, April 2011
- Consumers care most about the causes that affect their own lives
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- Figure 26: Causes companies should support, by age, April 2011
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- Figure 27: Causes companies should support, by household income, April 2011
- Half of all respondents try to “buy American” whenever possible
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- Figure 28: Attitudes toward purchasing goods produced by own country, January 2004-December 2010
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- Figure 29: Attitudes toward purchasing goods produced by own country, by key demographics, October 2009-December 2010
- Consumers are looking for “greenvenience” and want companies to make it easy to be green
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- Figure 30: Attitudes toward environmental causes, by gender, October 2009-December 2010
- Learning to recycle in grad school
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- Figure 31: Attitudes toward environmental causes, by education, October 2009-December 2010
Attitudes Toward Company Charitable Support
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- Key points
- Most agree companies should donate to charitable causes, but many are skeptical of motivations
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- Figure 32: Attitudes toward company support of charities, by gender, April 2011
- Youngest consumers optimistic about corporate giving, but 25-34s grow suspicious
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- Figure 33: Attitudes toward company support of charities, by age, April 2011
- Best educated are least likely to support shopping for a cause
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- Figure 34: Attitudes toward company support of charities, by education, April 2011
Preference for Type of Company CRM Effort
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- Key points
- Companies should stand for something and stick with it
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- Figure 35: Preference for type of company cause effort, by gender, April 2011
- More younger respondents interested in choosing their own charities; most still want company to decide
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- Figure 36: Preference for type of company cause effort, by age, April 2011
CRM Information Channels
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- Key points
- In store is where most decisions are made and where CRM efforts should focus
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- Figure 37: Cause-related marketing information channels, by gender, April 2011
- TV reaches older consumers who have time to watch it and pay attention to it, in store remains most important
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- Figure 38: Cause-related marketing information channels, by age, April 2011
- Cause TV marketing reaches more lower-income consumers, social media remains largely untapped
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- Figure 39: Cause-related marketing information channels, by household income April 2011
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- Figure 40: Cause-related marketing information channels, by generation, April 2011
- Cause marketers should equip cause-passionates with online advocacy materials and reward them for searching for more information
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- Figure 41: Cause-related marketing information channels, by cause-related campaign influence, April 2011
Products Appropriate for CRM
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- Key points
- Food and beverage products lead; causes must appeal to women
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- Figure 42: Products appropriate for cause-related marketing, by gender, April 2011
- Older consumers are less likely to be motivated by cause campaigns and see fewer product categories as appropriate for CRM
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- Figure 43: Products appropriate for cause-related marketing, by age, April 2011
Impact of Race and Hispanic Origin
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- Key points
- More Asians are often motivated to purchase based on cause
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- Figure 44: Cause-related marketing campaign influence on purchase decisions, by race/Hispanic origin, April 2011
- Asians more likely to pay attention to CRM
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- Figure 45: Reaction to products that say they support a cause, by race/Hispanic origin, April 2011
- Black consumers feel good about supporting currently promoted causes
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- Figure 46: Attitudes toward cause-related marketing campaigns, by race/Hispanic origin, April 2011
- Currently promoted causes have little appeal among Asians
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- Figure 47: Causes companies should support, by race/Hispanic origin, April 2011
- Asian consumers could be more motivated by different causes; black consumers care most about current causes
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- Figure 48: Attitudes toward environmental causes, by race/Hispanic origin, Oct. 2009-Dec. 2010
- Asians agree companies should support causes and shop to help charity
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- Figure 49: Attitudes toward company support of charities, by race/Hispanic origin, April 2011
- Asians want to choose their own charity because they are not satisfied with today’s options
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- Figure 50: Preference for type of company cause effort, by race/Hispanic origin, April 2011
- More blacks pay attention to traditional media, more Asians reached through social media
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- Figure 51: Cause-related marketing information channels, by race/Hispanic origin, April 2011
- Asians less enthusiastic for currently promoted products, opportunities exist
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- Figure 52: Products appropriate for cause-related marketing, by race/Hispanic origin, April 2011
Cluster Analysis
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- Right-priced Supporters
- Characteristics
- Opportunity
- Choice Causes
- Characteristics
- Opportunity
- Causeless Cynics
- Characteristics
- Opportunity
- Characteristics
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- Figure 53: Cause marketing clusters, by gender, April 2011
- Figure 54: Influence of the cause-related campaigns on decision making by cause marketing clusters, April 2011
- Figure 55: Reaction to products that say they support a cause, by cause marketing clusters, April 2011
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- Figure 56: Attitudes toward cause-related marketing campaigns, by cause marketing clusters, April 2011
- Figure 57: Attitudes toward company support of charities, by cause marketing clusters, April 2011
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- Figure 58: Preference for type of company cause effort, by cause marketing clusters, April 2011
- Demographics
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- Figure 59: Cause marketing clusters, by gender, April 2011
- Figure 60: Cause marketing clusters, by age, April 2011
- Figure 61: Cause marketing clusters, by household income, April 2011
- Figure 62: Cause marketing clusters, by race/Hispanic origin, April 2011
- Cluster methodology
Custom Consumer Group—Moms and Dads
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- Key points
- Moms believe strongly in causes, dads less so, men without kids far less so
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- Figure 63: Cause-related marketing campaign influence on purchase decisions, by gender and children in household, April 2011
- Men without kids more likely to ignore charity messages, women more price conscious
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- Figure 64: Reaction to products that say they support a cause, by gender and children in household, April 2011
- Women feel better supporting causes, more are motivated by them, whether they have kids or not, but will not recommend based on cause
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- Figure 65: Attitudes toward cause-related marketing campaigns, by gender and children in household, April 2011
- Child-oriented causes matter most to moms and dads; women’s causes matter to women
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- Figure 66: Causes companies should support, by gender and children in household, April 2011
- Women trust cause marketers, men highly suspicious
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- Figure 67: Attitudes toward company support of charities, by gender and children in household, April 2011
- More women without kids want a company to choose the charity for them
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- Figure 68: Preference for type of company cause effort, by gender and children in household, April 2011
- Women more likely to notice CRM in store
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- Figure 69: Cause-related marketing information channels, by gender and children in household, April 2011
- Moms show the greatest affinity for cause campaigns behind currently endorsed CPG products
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- Figure 70: Products appropriate for cause-related marketing, by gender and children in household, April 2011
Appendix—Other Useful Consumer Tables
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- Figure 71: Cause-related marketing campaign influence on purchase decisions, by household income, April 2011
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- Figure 72: Reaction to products that say they support a cause, by household income, April 2011
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- Figure 73: Reaction to products that say they support a cause, by generation, April 2011
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- Figure 74: Attitudes toward cause-related marketing campaigns, by household income, April 2011
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- Figure 75: Attitudes toward cause-related marketing campaigns, by generation, April 2011
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- Figure 76: Causes companies should support, by generation, April 2011
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- Figure 77: Causes companies should support, by cause-related campaign influence, April 2011
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- Figure 78: Attitudes toward company support of charities, by household income, April 2011
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- Figure 79: Attitudes toward company support of charities, by generation, April 2011
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- Figure 80: Attitudes toward company support of charities, by cause-related campaign influence, April 2011
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- Figure 81: Preference for type of company cause effort, by household income, April 2011
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- Figure 82: Preference for type of company cause effort, by generation, April 2011
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- Figure 83: Preference for type of company cause effort, by cause-related campaign influence, April 2011
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- Figure 84: Products appropriate for cause-related marketing, by household income, April 2011
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- Figure 85: Products appropriate for cause-related marketing, by generation, April 2011
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- Figure 86: Products appropriate for cause-related marketing, by cause-related campaign influence, April 2011
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Appendix—Trade Associations
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