Thursday, 10 May 2018 01:31

Cause Marketing: Caring and Creating

Written by Allan Vargas
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Cause Marketing: Caring and Creating

Posted by Allan Vargas

web team Allan
4DV Marketing
Posted by Eric A. Becher, Ph.D. Director – Cause Marketing Initiatives

Simply defined, cause marketing occurs when a for profit company partners with a nonprofit charity or social cause for the benefit of both. Charities seeking a bigger audience or social causes needing a bigger platform to share their vision often do not possess the staff or the tools to create an effective Cause Marketing plan – one that can create social awareness while increasing brand awareness and ultimately sales for the for the sponsor company.

The statistics for these types of relationships are astonishing:

• Cause sponsorship is predicted to reach $2.14 billion in 2018 (ESP Sponsorship Report).

• Cause Marketing is good for business considering that 92% of consumers say they have a more positive image of a company when the company supports a social or environmental issue (2017 Cone Communications CSR Study).

• 33% of consumers are now choosing to buy from brands they believe are doing social or environmental good (Unilever Consumer Study).

• Gen Z consumers see their wallets as the primary way to get engaged in social cause efforts with 90% saying they would buy a product with a social or environmental benefit (2017 Cone Gen Z CSR Study: How to Speak Z).

The first major example of cause marketing occurred in the 1980’s between American Express and the Restoration Fund created to refurbish the Statue of Liberty. The launch of a new marketing campaign coinciding with the cause marketing efforts created amazing results. Credit card applications grew by 45% over the previous year and the Restoration Fund raised more than $1.7 million for the project. Since then, countless nonprofit organizations and companies have partnered to make a difference by working together. Businesses have extended their brand and are seen as a caring contributor in their communities while nonprofits have increased reach and sustainability.

The 4DV Cause Marketing Team is uniquely positioned to help nonprofits and corporate interests come together for a common good. Our years of experience in marketing, making visions a reality, can help you connect with the right nonprofit at the right time with the right message.
If you would like to discuss further, please contact us at This email address is being protected from spambots. You need JavaScript enabled to view it. or visit our site at


Read 520 times Last modified on Friday, 20 July 2018 01:45

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