Page 32 - NBPI 2021 Campaign Guide JUL8

CAUSE-RELATED MARKETING
& PRODUCT PROMOTIONS
Cause marketing alliances enable your company to do good, while also doing good business. By aligning with a cause that your customers care about, you can drive loyalty and differentiate your company from its competitors. At the same time, the funding and awareness you raise are essential to supporting City of Hope’s mission of transforming the future of health.
Among consumers, corporate social responsibility is a tremendous draw. The latest statistics collected by Engage for Good, a key information source about cause- related marketing for nearly 20 years, show the benefits:
· “72% of Americans feel that it is more important than ever that the companies they buy from reflect their values.”
· “Nearly nine-in-10 consumers [in the U.S.] (86%) say they’re likely to purchase from purpose-driven companies.”
· “When consumers think a brand has a strong purpose, they are 4.1 times more likely to trust the company.”
· “Brands with a purpose set on improving our quality of life outperform the stock market by 120%.”
Common partnerships involve product promotions, customer donation add-on programs and social media campaigns. For more information about cause-related marketing, contact Andy Ishii at aishii@coh.org.
For more information about Cause Related Marketing: LEARN MORE