Corporate Sponsorship

Cause Impacts the Workplace: Builds Employee Loyalty

The 1999 Cone/Roper Cause Related Trends Report shows that cause related programs have a dramatic impact on employee pride, morale and loyalty.     

• 90% of employees of companies involved with a cause feel proud of their company’s values, versus 56% of employees at companies without cause 

• 87% of employees of companies involved with causes feel a strong sense of loyalty to their company, versus 67% of employees at companies without cause programs.

• More than half of American workers (56%) wish their employers would do more to support a social cause or issue.   

These findings explain why companies such as The Home Depot - recruiting close to Research 2000 new employees each week -- or Avon -- maintaining a force of over 400,000 sales associates -- are recognizing that cause related programs are a valuable tool to strengthen bonds with the workers who represent their brand.

“In today’s highly competitive marketplace, the pressure of maintaining customer loyalty is matched by the urgency of recruiting and retaining workers,” says Cone. “With many corporate managers reporting that they face issues of low morale, cause programs should be an increasingly used tool to build a world-class employee base.”

Sponsorship: Value For Your Company And For Your Community      
Positive Community Relations    

• Approximately two -thirds of consumers... 130 million Americans... continue to say that if price and quality are equal, they are likely to switch to a brand or retailer associated with a good cause 83% of consumers say they have a more positive image of a company that supports a cause they care about
• 61% of consumers believe cause- related marketing should be a standardbusiness practice.
• Socially and politically active consumers are especially receptive to companies who link with social issues.
• 94% of Influential Americans report having a more positive image of such companies
• 79% of Influentials are more likely to switch brands to support a company associated with a good cause (versus 65% average)
• 77% of Influentials are more likely to switch retailers to support a company associated with a good cause (versus 61% average). Americans report that when companies select a social issue, they expect them to focus on it over time and in a substantive way.  

Data quoted from the 1999 Cone/Roper Cause Related Trends Report, the nation’s first ever five- year longitudinal study on companies, consumers, and causes. Two thousand Americans were questioned in-person by Roper starch Worldwide for Cone, Inc., of Boston . The margin of error for the survey is +/- three percent.