KANSAS CITY (PR WEB) October 23, 2007 ““ The 2007 PR Week / Barkley Cause Survey reveals that philanthropic activities can drive business success. In fact, 72% of consumers say that they have purchased a brand because it supports a cause they believe in. Furthermore, corporate respondents say they see 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.
The first cause marketing campaign was launched 25 years ago, and what was formerly viewed as a trend, is now considered a cost of entry for many businesses. In fact, consumers demand it, with 90.7% of consumers saying it’s important for companies to support causes and charities. The survey also revealed that the majority of companies (34.7%) with cause programs funded their efforts through the marketing department, as apposed to HR (4%), or even PR (14.7%).
“Companies are beginning to clearly understand that there is a return on their reputational investment,” said Mike Swenson, president Barkley Public Relations. “[And] cause is the perfect storm to allow companies to engage employees and customers in a more meaningful way.”
In addition to an increase in sales or enhanced customer relationships, corporate philanthropy can also drive recruitment and retention. Among companies with cause marketing programs, 56% saw heightened staff morale and retention and 14.7% “strongly agreed” that they have an easier time finding top-notch recruits.
For the full survey, visit www.barkleyus.com or www.prweek.com
About the PR Week / Barkley Cause Survey:
The PR Week/Barkley PR Cause Survey was conducted by PR Week and Millward Brown. E-mail notification was sent to approximately 8,222 consumers and marketing pros and a total of 368 people (225 consumers and 143 marketing pros) completed the survey online between August 27 and September 17, 2007. Results aren’t weighted. Full results-offering additional data-are available in PDF format for $150. Please contact [email protected]
About Barkley:
Barkley is the largest employee-owned agency of its kind. Founded in 1964, the company has 300 partners offering a full range of marketing communications services including advertising, public relations, cause branding, sponsorships & events, relationship marketing, social media, design, media planning & buying, motion graphics, research and interactive marketing. Barkley is headquartered in Kansas City with field offices across the nation. More info: www.barkleyus.com
