Aligning your company with a cause is a wonderful way to improve its corporate image. When presented successfully, a socially responsible image increases brand loyalty, boosts employee morale, increases sales, and encourages positive press coverage and company reviews. According to the 2010 Cone Cause Evolution Study, "supporting a cause has become a mainstream business strategy for many companies, [but] its growth hasn’t deterred consumer interest, passion or behavior. In fact, Americans are as amenable toward cause marketing as ever." In fact, almost 90% of Americans say that it is acceptable for companies to involve a cause or issue in their marketing, that they have a more positive image of a product or company when it supports a cause they care about, and that they want companies to tell them the ways they are supporting causes.
Furthermore, supporting a cause also creates a great differentiator for a company. The Cone study found that 80% of Americans would switch from one brand to another of about equal price and quality if the latter brand supports a "good cause." This means that consumers are often motivated to step outside their comfort zones and try new, generic, or even more expensive brands (see chart below).
(2010 Cone Cause Evolution Study)
Your partnership with the American Childhood Cancer Organization will be publicized on our end, at minimum, in our traditional media, the ACCO Website, ACCO Facebook Group, and our Nationwide Mailing list with thousands of subscribers. The proportion of the population directly affected by childhood cancer may be statistically smaller than that of other cancers, but the people affected by this devastating disease are extremely devoted to having their voices heard by as many people as possible. The potential for increase in brand loyalty is unquestionably substantial. For example, support for Jel Sert from the childhood cancer community has resulted in their company’s Facebook page escalating from 50 “likes” to 116,834 on one product page, and to 277,660 “likes” on the second product page over a short 18 month time period.
Reference: " 2010 Cone Cause Evolution Study." Cone LLC. <http://www.coneinc.com>