For Momentum

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$51.1 $53.1

$55.3 $57.5

$60.2

$18.9 $19.8 $20.6 $21.4 $22.4

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$10.0

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$30.0

$40.0

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2012 2013 2014 2015 2016 (Projected)

Sponsorship Spending – USD Billions

Global North America

Global Sponsorship Spending Continues to Grow Source: IEG Sponsorship Report

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• Total donations made to U.S. charitable organizations in 2015: $373.25 billion• Percentage of U.S. charitable giving that

comes from corporations: 5%• Percentage of U.S. charitable giving that

comes from foundations: 16%• Percentage of U.S. charitable giving that

comes from individuals: 71%

Charitable Giving TrendsSource: Blackbaud and Giving USA

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1. Transforming iconic packaging for change (i.e., Doritos for It Gets Better)

2. Multiplying, multi-dimensional partnerships for good

3. Helping consumers change their behavior for better

4. Looking ahead to engage Gen Z5. Covering all the bases

using multichannel experiences

The 5 Most Important Cause Marketing Trends of 2015Source: David Hessekiel of Cause Marketing Forum for Forbes

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• 56% of companies report environmental, social and governance (ESG) data to investors• 76% of companies are

measuring and tracking the societal outcomes and/or impacts of their investments and starting to use to the data to inform their core programs.

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Corporations Reporting ESG Info to InvestorsSource: 2016 CECP Giving in Numbers Brief

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How Different Audiences Respond to

CauseFor Momentum

88% of global consumers agree that a company can take specific actions to both increase profits and improve the economic and social conditions in their communities

Consumers Expect Companies to Do More Than Make a ProfitSource: 2016 Edelman Trust Barometer

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91% of consumers expect companies to operate responsibly to address social and environmental issues

Consumers Expect Companies to Do More Than Make a ProfitSource: 2015 Cone Communications/Ebiquity Global CSR Study

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In the last year:

• 63% of consumers bought a product with a social and/or environmental benefit

• 61% donated to a charity associated with a trusted company

• 40% volunteered for a cause associated with a trusted company

• 47% told friends and family about a company’s CSR efforts

• 53% boycotted (refused to purchase) a product/service from a company deemed irresponsible

• 37% researched a company’s business practices or social and environmental positions

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CSR Influences U.S. Consumer BehaviorSource: 2015 Cone Communications/Ebiquity Global CSR Study

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• 66% of consumers will pay more for products and services from companies that have committed to making a positive social and environmental impact• That’s up from 55% in

2014 and 50% in 2013.

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Consumers Reward Responsible BusinessesSource: 2015 Nielsen Sustainabilty Imperative Study

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• 72% say they have donated to a charity at the register• 78% of consumers prefer an electronic ask

(via pin pad or bill slip), although this varies slightly depending on age of donor• After donating, 58% of consumers have

positive feelings about the retailer

Consumers Still Love Charity Checkout CampaignsSource: Catalist Revelations at the Register Report

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More than 92% of moms:• Find cause marketing acceptable• Want to buy a product associated with a cause• Are likely to switch brands to one supporting a cause• What issue is most compelling? Disease prevention

Moms a Popular Cause TargetSources: 2010 Cone Cause Evolution Study; 2011 Integer Shopper Habits Report

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In a survey of moms active on social media: • 92% share online what they

learn about causes and charities

• When moved by what they read or learn about a cause, moms use their social networks to tell friends and family

• 66% have purchased a product because it was associated with a cause

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Moms Advocate for Causes via Social MediaSource: The Motherhood’s What Makes Moms Go Social

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• The top three social issues for Millennials are:

• Education – 29%

• Health Care – 25%

• Economy – 24%

• 46% had volunteered to support a social cause they care about in the past month

• 52% had donated to a social cause they care about in the past month

• 64% had signed petitions for issues important to them in the past month

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Millennials Care About Social IssuesSource: 2016 Case Foundation Millennial Impact Report

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• Nearly 80 million Millennials live in the U.S.

• They currently outnumber every other generation, including the Baby Boomers

• Millennials have an estimated $200 billion in annual buying power

• 62% of Millennials are more likely to become a loyal customer if a brand engages them on social media

• 60% are loyal to brands that they currently purchase

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Millennials Have Tremendous Buying Power and InfluenceSource: Forbes’ 10 New Findings About the Millennial Consumer (Elite Daily Consumer Study)

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• 42% are “very likely” to switch brands to one associated with a cause• More than half have

purchased a cause-related product• One in three believes

they can have a significant positive impact on social issues through purchasing decisions

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African Americans Shop with an Eye Toward Social GoodSource: 2013 Cone Communications Social Impact Study

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• 94% are likely to buy products associated with causes (vs. 89% general population)•Go beyond the register

and donate (70% vs. 65%)• Volunteer (47% vs. 42%)• Advocate on behalf of

companies (43% vs. 38%)

Hispanics One of the Most Engaged CSR Populations Source: 2013 Cone Communications Social Impact Study

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• 88% of men surveyed say it’s important for a brand to support a cause• 61% have purchased a brand

because it supported a cause• 67% would purchase a brand

because it supported a cause• 55% would pay more for a

brand because it supported a cause

Cause Marketing Wins with MenSource: 2010 PR Week/Barkley PR Cause Survey

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• 74% of employees surveyed say their job is more fulfilling when their employer provides opportunities for them to make a positive impact• 55% of job candidates say they

would work for a socially responsible company, even if the salary was less• 70% of employees say they

would be more loyal to a company that helps them contribute to important issues

Employees Inspired by Philanthropy as Well as Personal GainSource: 2016 Cone Communications Employee Engagement Study

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• 9 out of 10 large global companies offer matching gift programs to their employees• On average, they

offer 2 matching gift programs

• 6 out of 10 large global companies offer employee volunteer awards and paid-release time programs• On average, they have

5 volunteer programs

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Corporate Giving and Volunteer Programs Are ThrivingSource: 2016 CECP Giving in Numbers Brief

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• Revenues from the 30 largest peer-to-peer (P2P) fundraising programs totaled $1.57 billion in 2015, up 9.8% since 2006• Some larger and established P2P fundraisers have

experienced a decline in the last decade• A number of smaller, innovative events are

experiencing success through P2P

More Charities Benefitting from P2P Fundraising Source: 2015 Peer-to-Peer Fundraising Thirty Study

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• On average, an active fundraiser will raise $568 from 7 donors.• Of these 7 donors, 4

will be brand new to a nonprofit organization.• The peer-to-peer

response rate is about 25% compared to 1-2% for direct-to-donor campaigns

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Peer-to-Peer Fundraising Increases Reach and ResponseSources: Classy and re: charity

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Brand Alignment Is Important to Corporate PartnershipsSource: For Momentum 2015 Corporate Partner Survey

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92% of corporate partners say brand alignment is the single most important factor when choosing a nonprofit partner

0% 20% 40% 60% 80% 100%

Increase Brand Loyalty

Showcase Community/Social Responsibility

Create Awareness/Visibility

Brand/Mission alignment

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Mission Impact the Top Benefit Sought by Corporate PartnersSource: For Momentum 2015 Corporate Partner Survey

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The time required to secure sponsorships, integrated partnerships and employee-directed partnerships depends greatly on the value of the commitment.

Value Influences the Amount of Time to Secure Partnerships Source: 2016 For Momentum Cause Partnership Sales Cycle Research

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The Biggest Objections to Cause Partnership InquiriesSource: 2016 For Momentum Cause Partnership Sales Cycle Research

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Who We Are

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Founded in 2003 by corporate marketing and nonprofit executive Mollye Rhea, For Momentum has emerged as a leading cause marketing agency that helps companies and nonprofits prosper through partnership. As the largest agency 100 percent focused on cause, For Momentum staffs all projects with professionals who possess both nonprofit and corporate job experience. Our strategic alliance builders pair the right brands with the right causes in a way that benefits both sides.

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Other For Momentum Resources

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Download these other free cause marketing resources at www.formomentum.com

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Mollye RheaPresident and Founder

For Momentum1816 Independence Square, Suite DAtlanta, GA 30338Phone: 404.420.5762Email: mollyerhea@formomentum.com

For Momentum