Cause Marketing Survey: Customers Value Most Charitable Sponsorships

For many years, companies have sponsored sports games, events, television shows, and much more in order to draw in customers. But more and more companies are now beginning to see the value of sponsoring charity organizations. Many customers value companies with a philanthropic side, but could this idea possibly backfire for businesses?

cause marketing

Supporting Causes

In Ask Your Target Market’s latest survey, 45% of respondents said they would be more likely to support a company that makes charitable donations. Only 7% said they would not be more likely to do so, and 48% said it would depend on the type of charity. 30% of respondents even said they think all large companies should make charitable donations or sponsorships, while 10% felt the opposite. 61% said they think these companies should make donations or sponsorships as long as they don’t have to increase prices for their customers.

Community Support

Since many respondents cared about the type of charities companies chose to support, 45% said they would most like to see businesses choose causes that support the communities where they do business. 31% said supporting any charity would be a plus. 10% said they should support causes that align with the goals of the company, and 8% said they should support causes that their customers support.

Controversial Causes

But what about causes that some customers might not agree with? 45% of respondents said they might choose not to support a particular company if it supported a cause they didn’t agree with. 21% said they would still support the company anyway, and 34% said they couldn’t think of any cause or charity they wouldn’t agree with. Those who said they might not support a company if they didn’t agree with its charitable ventures cited several different types of organizations that might be considered controversial. 62% said charity groups that are over-exposed or that have shown poor donation management. 57% said groups with political affiliations, 56% said groups that deal with certain social issues, 52% said religious groups, and 11% said other types of groups.

While cause marketing can be a great tool for companies and communities, some businesses have to tread lightly when choosing which causes to support. The widget below shows the results of the survey in full. Be sure to click “open full report” for full details.

Photo Credit: Jaxport Employee Charity Drive Donations from Flickr

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on January 25 via AYTM’s online survey panel.

Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.