Cause Marketing - US

• Benefits of CRM. Mintel’s exclusive research, along with secondary sources, quantifies how CRM benefits corporations. Some of the areas measured include the likelihood of purchase between CRM and non-CRM affiliated products, customer loyalty, brand awareness, and the “halo effect.”
• Who responds to CRM and why. Gender, household size, the presence of children, and ethnicity are all-important factors driving the support of products with CRM campaigns. Mintel examines these various groups in detail, along with their motivations for purchasing products.
• How respondents learn about CRM, and the programs they support. Mintel analyzes which mediums are most effective, and which programs consumers in turn support.
• What causes consumers want supported and what they will purchase. This report determines what causes respondents want supported by their age, ethnicity, gender, and so forth, and the types of products they are most likely to purchase as a consequence.

Scope and Themes

What you need to know

Definition

Resources used for consumer sections

Abbreviations and terms

Abbreviations

Terms

Executive Summary

Market snapshot

Types of CRM

Who responds to CRM

CRM offers significantly more ROI than other promotional efforts

How consumers learn about CRM and how it influences purchases

Which programs consumers support

Popular CRM initiatives

What consumers want in a CRM campaign

Products that might benefit from CRM partnerships

Looking ahead

Market Drivers

The bottom line: CRM improves the bottom line

Figure 1: Influence of CRM on purchases, by gender, 2007

9/11 changed the CRM world

Figure 2: Attitudes towards CRM before and after 9/11, 2001-02

Concerns about breast cancer drive CRM

Concerns about global warming drive CRM

CRM and the American spirit

The key demographic: Echo Boomers

Figure 3: Population, by age, 2002-12

Expenditures and Leaders

Expenditures

Figure 4: Amount spent by corporations on CRM, 2001-06

Leading companies in the CRM arena

Figure 5: 2006 Alloy U Award winners for Top Socially Responsible Brands as recognized by college students

Advertising and Promotion

Introduction

Green initiatives

Seventh Generation plants Seed(s)

Silk Soy Milk helps farmers

Other Green initiatives

Breast cancer

Lids off for Yoplait

KitchenAid cooks for the cure

Reebok sponsors Avon Foundation’s walk for Breast Cancer

Prevention magazine teams up with the Avon Walk for Breast Cancer

Carnival Lines joins in

Other initiatives

Circuit City gets ‘flashy’

Home Depot supports the troops and keeps its employees happy

Subway teams up with the American Heart Association

Nike is active

Green Mountain teams up with Jane Goodall

Washington Mutual co-brands with Catholic charity

Boston Market helps local schools

Make your own CRM

Trends in CRM

Ben & Jerry’s: integrated CRM at its best

PRODUCT (RED): redefining CRM

Exploratory campaigns

The Consumer—CRM Purchases

Summary

Who responds to CRM

How consumers learn about CRM

How CRM influences purchase decisions

Spill-over benefits of CRM

Which programs consumers support

Who responds to CRM

Figure 6: Cause-related campaign purchase influence, by gender, July 2007

Figure 7: Cause-related campaign purchase influence, by children in household, July 2007

Hispanics’ attitudes towards CRM

Figure 8: How learned about cause-related campaign, by Hispanic origin, July 2007

Figure 9: Personal attitudes toward cause-related campaigns, by Hispanic origin, July 2007

Figure 10: Appropriate products for cause-related marketing, by Hispanic origin, July 2007

How respondents learn about CRM

Figure 11: How learned about cause-related campaign, by gender, July 2007

Figure 12: How learned about cause-related campaign, by children in the HH, July 2007

How CRM influences purchase decisions

Figure 13: Reaction to cause-related campaigns, by gender, July 2007

Figure 14: Reaction to cause-related campaigns, by children in the HH, July 2007

Figure 15: Personal attitudes toward cause-related campaigns, by gender, July 2007

Figure 16: Personal attitudes toward cause-related campaigns, by children in HH, July 2007

Which programs they support

Figure 17: Cause-related marketing campaigns ever supported, by gender, July 2007

Figure 18: Cause-related marketing campaigns ever supported, by age, July 2007

Figure 19: Cause-related marketing campaigns ever supported, by income, July 2007

Figure 20: Cause-related marketing campaigns ever supported, by race, July 2007

Figure 21: Cause-related marketing campaigns ever supported, by marital status, July 2007

Figure 22: Cause-related marketing campaigns ever supported, by number of children, July 2007

Figure 23: Cause-related marketing campaigns ever supported, by employment status, July 2007

The Consumer—What Consumers Want in CRM

Summary

What consumers want in a CRM campaign

Products that might benefit from CRM partnerships

Causes companies should support

Figure 24: Causes to support, by gender, July 2007

Figure 25: Causes to support, by race, July 2007

Figure 26: Causes to support, by number of children, July 2007

Figure 27: Causes to support, by level of education, July 2007

A closer look at health issues

Figure 28: Health issues to support, by gender, July 2007

Figure 29: Health issues to support, by age, July 2007

Figure 30: Health issues to support, by race, July 2007

Products that might benefit from CRM partners

Figure 31: Appropriate products for cause-related marketing, by gender, July 2007

Figure 32: Appropriate products for cause-related marketing, by race, July 2007

Figure 33: Appropriate products for cause-related marketing, by number of children, July 2007

Future and Forecast

Future trends

Using CRM to get the message out

Figure 34: How learned about cause-related campaign, by gender, July 2007

A growth area: CRM and food companies

Figure 35: Which types of companies should support CRM, by gender, 2007

Growth areas: CRM and diseases of the elderly, education/child welfare

Elderly

Figure 36: Population, by age, 2002-12

Figure 37: Health issues to support, by age, July 2007

Education and children’s welfare

Figure 38: Causes to support, by children in HH, July 2007

Green CRM will grow

Figure 39: Green consumer groups as a share of total U.S. population, 2005

Figure 40: Products purchased by respondents, September 2006

A potential backlash

Cause marketing future expenditures forecast to grow

Appendix: Trade Associations