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Corporate Social Responsibility
News
5.25.2005 ET
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First Time Research Finds That Non-Profit and Corporate Partnerships Result in Reputation and Financial Gains for the Non-Profit
70% of Americans are more likely to donate to the cause
Education, health and environmental issues are seen as critical needs for companies to support
(CSRwire) BOSTON, MA - As non-profits differentiate their brands and compete
for the donor dollar, they are encouraging Americans to 'Go Red for Women'
to combat heart disease or 'Race for the Cure' to fight breast cancer.
These non-profits often turn towards companies to boost their visibility
and raise needed funds for their cause. The 2004 Cone Corporate
Citizenship Study is the nation's first benchmark on how corporate
partnerships impact non-profits.
Americans reward non-profits in partnerships that support a cause
The 2004 Cone Corporate Citizenship Study, commissioned by Cone, Inc., a
Boston-based strategic marketing and communications firm, finds that 89%
of Americans believe that corporations and non-profits should work
together to raise money and awareness for causes. Moreover, after hearing
about these partnerships, Americans are more likely to feel better about
that organization and support the cause.
76% of Americans believe that partnerships result in a more positive image
of the non-profit
79% are more likely to buy a product that supports the non-profit
76% are more likely to tell a friend about the non-profit
70% are more likely to donate money to the non-profit
"To stay relevant and top of mind, non-profits today can't afford to
discount the impact corporate partnerships can have on their brands. On
the second anniversary of its National Wear Red Day, the American Heart
Association (AHA) rallied more than 8,600 companies (up from 700 in the
first year) to encourage their employees to participate in the day as part
of their Go 'Red for Women' campaign. The result was millions of dollars
raised to fight heart disease in women and hundreds of thousands of new
enrollees in AHA's movement. That broad-based support would have been far
less without strong, initial corporate partnerships and national sponsors,
Macy's and Pfizer, which inspired the participation of so many others,"
says Carol Cone, Founder and Chairman of Cone, Inc..
Americans support many different types of corporate assistance
Americans agree that non-profits should leverage a variety of corporate
resources to support their causes:
Employee volunteerism (75%)
Cash and product donations (67%)
Information about the charity on the company's product or packaging (66%)
Marketing and advertising support (67%)
A percentage of a product's sales to support a cause (58%)
Leadership non-profits are already engaged in successful, multi-faceted
partnerships. The Susan G. Komen Breast Cancer Foundation, which raised
almost $600 million in 2004, quickly became a leader in addressing breast
cancer by igniting corporate support and consumer passion around their
'For a Cure' mission. For example, Komen leverages its relationship with
Yoplait to increase its marketing reach, engage supporters, and increase
donations through Yoplait's sponsorship of the annual The Komen Race for
the Cure Series ® and the Yoplait 'Save Lids to Save Lives' campaign.
Americans want companies to support issues that are relevant to their
lives: education, health, and the environment
In light of these findings, companies are now trying to determine which
causes will best benefit society, enhance their brands, and create
bottom-line results. Regardless of household income, Americans are most
focused on the issues that have a direct impact on their own well-being.
In 1993, crime and homelessness were among the top issues. Those are now
replaced by education, health and environment. Issues that Americans view
as important include
| Issue | % of Total |
| Education | 81% |
| Health | 81% |
| Environment | 80% |
| Poverty | 65% |
| Crime and Terrorism | 65% |
| Youth | 59% |
| Housing and Community Development | 56% |
"It's no surprise that education, health, and the environment have broken
through as the top priorities Americans want companies to support.
Companies know that these issues resonate with customers and employees,"
says Cone. "For example, General Mills' Box Tops for Education program
provides parents with an easy way to earn cash for their own children's
schools. Since 1996, Box Tops for Education has provided more than $100
million in cash to help schools purchase items such as computers and
computer software, library books, art supplies, and playground equipment."
Americans value workforce retraining in shaky economic times
Faced with an uncertain economy, corporate scandals, and continued
industry consolidation, 80% of Americans identified workforce retraining
as an important issue. "Programs which focus on career training and life
skills ring true with the public in these unpredictable economic times,"
says Alison DaSilva, Vice President at Cone. "Corporations which help
Americans secure jobs are well-positioned to create positive change,
strengthen brand identity, and enhance employee morale. For instance, Ben
& Jerry's Homemade, Inc. buys its brownies for its Chocolate Fudge Brownie
ice cream from Greyston Bakery, an organization which provides employment
and training to economically disadvantaged residents of Yonkers, NY."
Education issues of importance to Americans include:
| Issue | % of Total |
| Workforce retraining | 80% |
| Literacy | 74% |
| Student Scholarship | 73% |
| Math and Science | 72% |
| Computer literacy | 68% |
| Techer recruitment/retention | 60% |
Preparing youth for careers is a top priority
Interest in job security is also reflected in responses regarding children
and youth issues. Seventy-six percent of Americans view career preparation
as an appropriate cause for companies to support. This issue is followed
by physical abuse and hunger which address more basic needs of shelter,
food and safety:
| Issue | % of Total |
| Career preperation | % of Total |
| Physical abuse | 80% |
| Hunger | 74% |
| School violence and safety | 73% |
| After school programs | 72% |
| Adoption and foster-care | 68% |
No one health issue has broken through as a priority concern
Americans are becoming accustomed to messages, events, and awareness days
for different health issues. The number of messages, however, is making it
difficult for any one issue to break through as a priority concern in the
health issue space. Rather, Americans view many health issues as important
for companies to support:
| Issue | % of Total |
| Heart Disease | 67% |
| Breast Cancer | 66% |
| Long-term Care | 65% |
| HIV/AIDS | 63% |
| Obesity and Nutrition | 62% |
| Prostate Cancer | 59% |
Some companies have identified innovative ways to make their messages
heard. The Avon Breast Cancer Crusade has become a platform for
strengthening the 'Company for Women' and has raised more than $350
million dollars since its inception in 1993. McDonald's has also won brand
recognition and customer loyalty through its 31-year commitment to Ronald
McDonald Houses, which has helped more than 10 million families of
seriously ill children.
More women than men feel that social issues are important for companies to
address
Amongst most issue categories, a higher percentage of women than men
identified issues as important. For example, more women than men felt that
the following health issues were important to address:
| Issue | Male | Female | Difference |
| Heart Disease | 64% | 70% | 6% |
| Breast Cancer | 60% | 71% | 11% |
| Long-term Care | 61% | 68% | 7% |
| HIV/AIDS | 56% | 69% | 13% |
| Obesity and Nutrition | 58% | 66% | 8% |
| Prostate Cancer | 55% | 63% | 8% |
"Since women make 80% of the household purchasing decisions, companies are
aligning with relevant causes as an effective way to build brand relevance
and garner customer support," says Cone. "Macy's, which supports the
American Heart Association's 'Go Red for Women' campaign, has had great
success with in-store promotions like the Love Notes Teddy Bear promotion
which gave a $1 donation to 'Go Red for Women' for each bear purchased.
Macys.com sold out completely within a week."
Best practices for creating successful partnerships
To help organizations find the right partners, Cone advocates that the
following:
Select a cause that aligns with your organization's goals and
resonates with your target stakeholders
First commit to a cause, then pick your partners
Put all your assets to work
Communicate through every possible channel
Through these means, non-profits and corporations will be able to create
lasting and meaningful programs for a cause.
About the 2004 Cone Corporate Citizenship Study
The 2004 Cone Corporate Citizenship Study report presents the findings of
a telephone survey conducted among a national probability sample of 1,033
adults comprising 519 men and 514 women 18 years of age and older, living
in private households in the continental United States. Interviewing for
this CARAVAN® Survey was completed by Opinion Research during the period
October 22 - 25, 2004. The margin of error is +/-three percentage points.
About Cone
The 2004 Cone Corporate Citizenship Study was commissioned by Boston-based
Cone (www.coneinc.com), a strategic marketing
and communications agency that builds brand trust. Cone creates
stakeholder loyalty and long-term relationships through the development
and execution of Cause Branding, Brand Marketing and Issues and Crisis
Management initiatives. To speak with Cone executives and other experts
who can discuss the importance of corporate citizenship on companies'
brand and reputation, please contact Mindy Gomes Casseres at 617-939-8371
or mgomescasseres@coneinc.com.
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