CSR Research: Corporate Community Involvement

Select nonprofit partners carefully when developing cause-marketing campaigns to increase engagement

RESEARCH BRIEF - Consumers are more likely to purchase from companies who partner with organizations with missions that align closely with a company鈥檚 business purpose, rather than those who directly affect its operations or make use of its products.

In cause marketing campaigns, the language should match the cause

RESEARCH BRIEF - When requesting donations for cause marketing campaigns, the tone of the ask can boost donor participation by up to 33 percent or more depending on the social cause and dollars donated by up to 25 percent.

How does a company鈥檚 community orientation affect ESG behavior?

RESEARCH BRIEF - Evidence from the banking industry suggests that smaller firms that are locally owned and managed react differently to fluctuations in financial performance than large firms with a more extensive geographic reach.

Ownership is key to engaging customers and employees in environmental and community stewardship

When customers or employees feel a personal connection to a cause or organization, they are more likely to engage in pro-social behaviors such as volunteering and donation efforts.

volunteering for better health and society

Volunteering is a win-win for health and society

RESEARCH BRIEF - People who volunteer regularly have better health and well-being outcomes compared to those who do not volunteer.

price promotion to improve cause marketing success

Try price promotions to improve cause marketing success

RESEARCH BRIEF - When used in a cause marketing setting, price promotions, such as discounts and offers for more of the same product for free increase donations.

CSR communication: Consumers assess companies based on what they say and do

RESEARCH BRIEF - Communication strategies surrounding corporate citizenship efforts should be commensurate with actual corporate citizenship activities.

Adjust grantee oversight to achieve intended outcomes

RESEARCH BRIEF - Researchers examined survey responses from 242 nonprofit organizations that received funding from foundations. They analyzed how non-monetary factors in the grantee-grantor relationship are linked to...

Perceived control impacts donors鈥� likelihood to give money versus time

RESEARCH BRIEF - To explore how a greater number of donors might be induced to give money, researchers conducted a series of seven studies with nearly 2,800 participants...

Want to increase donations? Pick a number...

RESEARCH BRIEF - Researchers examined how varying the way in which donations are solicited (e.g., requesting a specific amount vs. requesting an open-ended donation) affects donation amount and total number of donations.

The Effect of Corporate Philanthropy on Consumer Behavior

RESEARCH BRIEF - Engaging in corporate philanthropy increases consumer purchase intention and participation in corporate philanthropic activities.