From an article “Cause Marketing Offers Huge Payoffs, Study Finds” in Sustainable Life Media publication of October 7, 2008.

Additional research conducted by Cone Marketing identified the specific factors consumers consider important when deciding to support a company’s cause efforts. For example:

84% would prefer to select the cause their purchase would support

83% say personal relevance is key

80% believe the specific nonprofit associated with the campaign matters

79% say they would be likely to switch from one brand to another, when price and quality are about equal, if the other brand is associated with a good cause

85% say they have a more positive image of a product or company when it supports a cause they care about

Consumers are more receptive to cause messages than ever before, the report suggests.

More than half (52%) of respondents say companies should maintain their level of financial support of causes and nonprofit organizations, despite current economic woes.