Cause Marketing

Hoxworth Blood Center is currently interviewing potential partners for an upcoming cause marketing campaign that will increase your corporate citizenship and brand recognition, while giving back to our community.

Hoxworth’s nationally recognized cause marketing plan is designed to boost awareness about the importance of blood donation while promoting your company as a good corporate citizen.


What is Cause Marketing?
 
Cause marketing (or cause-related marketing; cause branding) is any initiative that joins a company with a nonprofit in marketing efforts designed to raise awareness for and inspire action around a chosen cause, while supporting and promoting the corporate product or service.
 

Why Cause Marketing?

1. Cause Marketing Builds Trust 
Eight in ten Americans say that corporate support of causes wins their trust in that company, a 21% increase since 1997.
(Source: 2004 Cone Corporate Citizenship Study)

2. Cause Marketing Encourages Trial
Eighty-six percent of Americans say they are likely to switch from one brand to another that is about the same price and quality, if the other brand as associated with a cause.
(Source: 2004 Cone Corporate Citizenship Study)

3. Cause Marketing Attracts Employees
Seventy-two percent of employed Americans would choose to work for a company that supports charitable causes when deciding between two jobs with the same location, responsibility, pay and benefits.
(Source: 2004 Harris Interactive®)

4. Cause Marketing Builds Brand Ambassadors
Consumers indicate that good corporate citizenship by a company or brand would inspire them to:
  a. Be willing to try the company’s products for the first time
  b. Welcome the company into my community
  c. Recommend the company’s products and services to riends   and family
(Source: GolinHarris Doing Well by Doing Good 2005: The trajectory of Corporate Citizenship and American Business)

5. Cause Marketing is on the Rise
US sponsorship spending on cause marketing will hit 1.5 billion dollars in 2008, up 9% from 1.44 billion dollars in 2007.
(Source: Proceedings of the International Non-profit and Social Marketing Conference 2008)


This is a significant but limited opportunity to align your company with Hoxworth, a trusted member of our health care community since 1938.

If you are interested in discussing a Cause Marketing opportunity, please contact our Community Relations Department at (513) 558-1296.

Related Pages:
- Toyota Motors Manufacturing/Hoxworth campaign
- Cause Branding in the 21st Century (Carol Cone)

2009-2010 Cause Marketing Partners:

 updated 1/12/10