Business in the Community defines Cause Related Marketing as a commercial activity by which businesses and charities or causes form a partnership with each other to market an image, product or service for mutual benefit. It is an additional tool for addressing current social issues by providing resources and funding, whilst addressing business marketing objectives.

Business in the Community research shows that when implemented and communicated well, Cause Related Marketing has the potential to bring about enormous rewards for all parties involved. “Companies can make a real positive impact on society by using the power of their brands in partnership with charities and good causes, as Tesco has seen through the success of programmes like Computers for Schools.” Tim Mason, Marketing Director, Tesco.

The facts behind Cause related Markting*

• Awareness: 9 out of 10 (98%) consumers are aware of at least one Cause Related Marketing programme.
• Equity & Affinity: Companies which take part in Cause Related Marketing are perceived as being more trustworthy and more innovate by consumers both of which are key drivers of equity.
• Participation: 8 out of 10 (83%) consumers have participated in at least one Cause Related Marketing programme, participating in 3 programmes on average.
• Impact: 71% of all participants are positively influenced at the point of purchase or decision making by a Cause Related Marketing programme.
• Behaviour: Nearly half of all consumers participating in a Cause Related Marketing programme trialled new, increased usage or switched brands.
• Loyalty: 75% of participants state Cause Related Marketing affects their future behaviour and attitudes.
• Easy Way to Give: 82% of participants said it enabled them to support a charity or cause more than they would have done otherwise.
• Mutual Benefit: 95% of consumers see the benefits of Cause Related Marketing for charities and good causes, and nearly 8 in 10 consumers think Cause Related Marketing programmes are a good way for charities to raise money or equipment.
• Call to Action: More than two in three people think that more companies should be involved in Cause Related Marketing.

....and more Facts**

• 70% of Chief Executives report that corporate social responsibility is an essential issue to their business.
• 89% of Marketing Directors believe that businesses should be involved in addressing the social issues of the day.
• 96% of Marketing and Community Affairs Directors appreciate the benefits of Cause Related Marketing in addressing businesses and social issues.
• 77% of Chief Executives, Marketing Directors and Community Affairs Directors believe that Cause Related Marketing can enhance corporate or brand reputation.
• 69% of all respondents believe that Cause Related Marketing will continue to increase in importance over the next 2-3 years.

...and Charity related Facts***

• 84% of charity fundraising executives believe that Cause Related Marketing will grow in importance to achieving their fundraising objectives in the next 2-3 years.
• 85% of charity fundraising executives think it is an effective method to raise funds.
• 79% believe it is an effective method for raising awareness.

* Source: Business in the Community, Brand Benefits (2003), Giving Now (2003) and Secrets of Success (2002).
** Source: Business in the Community, Corporate Survey III (2001)
*** Source: Business in the Community, Reaping the Benefits (2002)