Over 85 percent of corporations and 65 percent of nonprofit organizations have participated in cause marketing partnerships, according to a survey by the Promotion Marketing Association and the Gable Group.
These high numbers, combined with a high level of satisfaction among those who have engaged in such marketing partnerships, suggest that charities and corporations have strong relationships, said Claire Rozenzweigh, executive director of Promotion Marketing.
The survey also showed the growing role of the Internet in cause marketing. Some 85 percent of nonprofit agencies and 41 percent of corporations felt the Internet was an effective vehicle for promotions.
“We expect the use of the Internet for cause-related marketing to more than double in 2000 and again in 2001,” said Tom Gable, chairman and CEO of the Gable Group.
The two surveys were conducted by mail and fax to evaluate cause-related co-marketing ventures between corporations and nonprofits.