NCL Research

Cause marketing–an effective investment
The 2007 PR Week / Barkley Cause Survey reinforced similar findings from other research that a company’s philanthropic activities can drive business success.

• 72% of consumers say that they have purchased a brand because it supports a cause they believe in.
• Corporate respondents reported positive PR (65.3%), an increase in sales/retail traffic (26.7%) and an enhanced relationship with their target demographic (52%) as a result of their cause marketing efforts.
• 90.7% of consumers said it's important for companies to support causes and charities.
• 56% of companies with cause marketing programs saw heightened staff morale and retention, and 14.7% "strongly agreed" that they have an easier time finding top-notch recruits.

Corporate philanthropy increases profits
On October 18, 2007, The Chronicle of Philanthropy reported that corporations increased their giving by a median 4.8% in 2006. Communities are not the only ones benefiting from this increase in corporate generosity. An article appearing on The Chronicle of Philanthropy website on October 29, 2007, highlights a study finding that companies with a culture of charitable giving are more profitable, showing that corporate philanthropy truly benefits us all.

Corporate social responsibility matters
A study from Cone, LLC reinforces earlier findings that consumers really care about a company’s focus on corporate social responsibility.

• 87% of consumers are inclined to switch brands (assuming equal price and quality) if another brand is associated with a good cause–a 31% increase since 1993.
• Two-thirds of Americans consider a company’s business practices when deciding what to buy.
• 83% of consumers believe a company has a responsibility to help support causes.
• 93% of people feel it is important for their employer to provide them with opportunities to become involved in causes.
• 72% of people wish their employers would do more to support a social cause.

Corporate social responsibility matters
A recent survey benchmarking consumer attitudes toward corporate social responsibility indicates Americans define corporate social responsibility as both a company’s treatment of its employees and the company’s involvement in the community. Read more of this fascinating research conducted by Fleishman-Hillard and the National Consumers League.

Volunteerism
Volunteerism is a highly effective way to engage employees, not only in your workplace giving campaign but also in your company’s corporate social responsibility goals.

Volunteering improves your community and your company
A survey of 18- to 26-year-olds by Deloitte & Touche USA LLP shows that companies who help their employees volunteer their professional skills to nonprofit organizations may have a leg up when it comes to recruiting Gen Y talent.

• 62% percent prefer to work for companies that give them opportunities to contribute their talents to nonprofit organizations.
• 97% believe companies should offer their employees opportunities to volunteer their work-related skills or talents to nonprofit organizations.
• 82% believe volunteering helps develop leadership and other important workplace skills.

Read more about this survey and Deloitte & Touche USA’s approach to community involvement and employee volunteerism.

Engaging experienced employees
New research shows that two-thirds of older, non-volunteering Baby Boomers are interested in community service – yet many of them don’t know how to get started. Employee volunteer programs are an excellent resource for your employees to get connected with volunteer opportunities in their community and offer nonprofits their specialized skills. IBM is a great example of a company committed to connecting their employees with meaningful opportunities to use their skills to improve the community. Local IBM sites implement volunteer programs, inform employees of opportunities, recruit employees to participate, and recognize the success of volunteers. In addition, IBM has a volunteer website that provides information for employees on key volunteer programs.

How do you reach young employees?
Volunteerism is a great way to connect young employees to your company, increasing morale and retention. Studies by Yankelovich, the leader in generational marketing, show Generation Y, or Echo Boomers (currently aged 16-28), want to get involved in their community–yet there is a disconnect in their desires and actions. As universities and high schools trend towards requiring community service hours and students are flooded with opportunities to volunteer around their campus and community, young people are willing and accustomed to getting involved. Because of this, young employees often feel it is important for their companies to offer tools and resources for community involvement. According to the 2007 Deloitte Volunteer IMPACT research, 62% of young employees prefer to work for a company that provides volunteer opportunities.