Investment in cause programs will increase more than 20 percent this year breaking the $1.3 billion mark. That according to IEG, Inc. Cause branding is now the fastest growing segment in the entire sponsorship arena. Sponsorship on the whole will grow a little more than 10 percent this year.
What does this mean? It's real simple. More and more companies are realizing they can make better and more real connections with their customers if they are doing something to help society. As sports sponsorships see another year of decline, it is cause branding that is picking up the slack.
As my fellow cause colleague at Selfish Giving says:
"If you're a retailer and don't believe me, test it out for yourself. At one register, ask your shoppers if they can donate a dollar to help a poor, sick child. At a second, ask them if they could spare a dollar so you can flash your company name on the jumbotron at Fenway. Believe me, just because New Englanders love the Red Sox doesn't mean they don't think like Yankees."
Want to learn more about cause branding? Download our white paper on the topic at www.beappr.com.
Have a great Fourth of July. I'm heading to San Diego for a few days of R & R but will try to stay in touch.
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