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The 2007 Cone Cause Evolution Survey and commentary.

Key points:

• 85% of Americans say they would switch to another company’s products or services if a problem with business practices was uncovered.
• 83 percent say companies have a responsibility to help support causes
• 92 percent acknowledge they have a more positive image of a company that supports a cause they care about
• 72 percent wish their employers would do more to support a cause or social issue.
• 30% have told a family member or friend about a product or company after hearing about a company’s commitment to social issues

Americans also consider a company’s commitment to social issues when deciding:

• Which companies they want to see doing business in their communities-86% (vs. 58% in 2001)
• Where to work-77% (vs. 48% in 2001)
• Which stocks or mutual funds to invest in-66% (vs. 40% in 2001)

Employees familiar with their companies’ cause programs indicate:

• They are proud of their companies’ values-88%
• They feel a strong sense of loyalty to their companies-89%
• It is important for their companies to provide them with opportunities to become involved in causes-93%

Key commentary:

Every organization should be doing cause marketing. If you’re not, you’re not committed enough to marketing your organization, identifying new streams of revenue and being entrepreneurial. All things, BTW, that will sustain and grow your organization. Yep, everyone is getting into cause marketing. That’s a good thing. It’s a sign of progress in the nonprofit industry. And progress is a great reason to do something.

Also check out eMarket.