A compilation of current cause marketing resources, information and expertise sourced on Twitter to keep you inspired and “in the know.”
THE STATE OF SOCIAL RESPONSIBILITY: HOW PURPOSE-DRIVEN ARE U.S. CONSUMERS?
A Good Must Grow study to determine the “Conscious Consumer Spending Index” (CCSIndex) which is a “score calculated by evaluating the importance consumers place on purchasing from socially responsible companies, actions taken to support such products and services and future intent to increase the amount they spend with responsible organizations.” There are lots of numbers in this report but try to focus as there are some great findings that can be applied specifically to the “cause marketing works” camp.
WHEN POLITICS AND BRANDING DON’T MIX: THE CHIPOTLE BOY SCOUTS BURRITO BLOWUP
First of all when the words “burrito” and “blowup” appear together in the same sentence you know that can’t be good! This blog is an excellent reminder that cause marketing, while being the right thing to do, can go very wrong. Included are important guidelines to keep in mind at the front end of a partnership. A quick, worthwhile read. Scouts honor!
AMERICANS THINK FIRST OF NON-PROFIT ORGANIZATIONS THAT ARE MASSIVE, INTERNATIONAL AND NON-RELIGIOUS
Interesting study by Grey Matter Research about brand awareness of NPOs. The short story is that “size does matter” but this research is worth a look as the findings are definitely of ‘eyebrow raising’ quality. Of particular interest is that 52% of Americans named the same 8 NPOs when asked to name a NP brand. An alarming 15% could not name a NP. As a cause marketing professional, this is unfathomable to me. But it does make me think – what more than is already being done could cause marketing be doing to increase awareness of additional NPOs? What cause marketing messaging do consumers REALLY hear and retain? If a tree falls in the woods and no one is listening, does it make a noise? Ha – just making sure you are paying attention!