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| Measuring the total value of corporate-nonprofit
partnerships is difficult since partnerships are funded
through a variety of different corporate budgets,
including corporate foundations or corporate
contributions, marketing, human resources, government
relations, and community affairs. In addition,
some partnerships do not involve financial exchanges at
all. The following facts and figures from a
variety of sources help to put the growing trend of
cause-related marketing, sponsorships, and other forms
of partnerships in perspective.
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- An all-time high of 84% of Americans
say they are likely to switch brands, when price and
quality are equal, to help support a cause.
Source:
2002 Cone Corporate Citizenship Study, The Role of Cause
Branding (2002).
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- More than 7 out
of 10
Americans (75%) say a company's
commitment to causes is important when they decide
which products and services to recommend to others.
Source:
2002 Cone Corporate Citizenship Study, The Role of Cause
Branding (2002).
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Among shareholders who rated a company's
philanthropy favorably, 78%
say they will continue to invest in the
company.
Source: National Philanthropy Benchmark
Study, Council on Foundations & Walker
Information (2002).
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Employees whose companies support
social issues are 40%
more likely to say they are proud of
their company's values and nearly 25%
more likely to be loyal to their
employers than those whose companies do not have such programs.
Source:
2002 Cone Corporate Citizenship Study, The Role of Cause
Branding (2002).
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In 2001, corporate charitable contributions equaled
$9.05
billion, which represents 1.3%
of corporate pre-tax profits, one of the highest shares of profits in
recent years. (These figures do not include
corporate sponsorships, volunteer time, donations of
facilities or services--which do not quality as
gifts under the tax code.)
Source:
Giving
USA Annual Report for 2001, AAFRC Trust for Philanthropy
(2002).
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- 92% of Americans
today have a more positive image of companies and
products that support causes, significantly higher
than figures preceding September 2001 (81% in March 2001,
83% in 1999, 85% in 1993).
Source: 2002 Cone
Corporate Citizenship Study, The Role of Cause
Branding (2002).
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2004 Independent Sector. All Rights Reserved.
