Cause Marketing Advice
Brian Reich at Cone has written this helpful series of profiles on the following cause marketing initiatives:
- Alliance for Climate Protection (Al Gore's project)
- “Start!” — a campaign of the American Heart Assn to combat adult inactivity
- Timberland's multi-faceted integration of philanthropic objectives into business practices
- Dove's “Real Beauty” campaign aimed at improving the self-esteem of teen girls
The article also links to this media release on the 2007 Cone Cause Evolution Survey.
Surprise, surprise … more than ever, consumers say that pro-social business behavior is important to their purchase decisions. And as employees, people want to see their companies act responsibly … and visibly so.
Some different numbers from the survey struck The Agitator though:
- 22% have used the internet to engage in grassroots activism
- 37% have gone online in search of issue information
- 38% have forwarded issue messages to family and friends
Reich's article is pretty basic … best for beginners taking a first look at cause marketing.
Tom
Behavioral Science Q & A
Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]
Read Full Answer
I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
Read Full Answer
Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
Read Full Answer
Interesting question. I had a quick look at the testing done on this topic. On the positive side, in all cases, over half of donors decide to cover the fee. In some cases, it goes as high as 65%. Not a negligible percentage at all. Here’s another test from iRaiser showing consistent results (see point […]
Read Full Answer
There’s just one thing to consider when designing a supporter journey: the supporter. More specifically, you need to take into account: Who the supporter is i.e. their identity, which is the reason they support this cause, and their personality, which describes the way they “see” and process the world. These will determine the kind of […]
Read Full Answer
I’m not an expert in this but a quick search surfaced this article on the effect of tax reforms on 2019’s charitable giving. The researchers didn’t find a reduction. Actually, they observed an “increase in charitable contributions in 2019, even with the lower tax rates and the dramatically smaller number of taxpayers who itemize their […]
Read Full Answer