The majority of Americans (57 percent) plan to purchase a product from which a portion of proceeds are donated to a charitable cause this holiday season, and 59 percent expect to buy holiday gifts from a retailer that supports a cause, according to the latest research by Boston-based public relations firm Cone.
Non-profit organizations are increasingly turning to retailers for partnerships that will provide new sources of revenue, the firm says. At the same time, businesses are seeing opportunities to demonstrate their good corporate citizenship and to expand their customer base. For example, Marin County-based Organic Bouquet, which sells eco-friendly flowers, returns a percentage of proceeds from a wide selection of its bouquets to charitable causes from the American Red Cross and Co-Op America to PETA, Mercy Corps and the National Wildlife Federation.
“It is rewarding to build a business that donates money to good causes and supports sustainable farming with a product that brings joy,” says Kristy Walker, VP of cause marketing for Organic Bouquet. “Truly this business model is a win-win for all concerned.”
The 2006 Cone cause survey found that 69 percent of Americans say they consider a company’s social or environmental commitment when deciding where to shop, and 89 percent say they are likely or very likely to switch from one brand to another if the second brand is associated with a good cause.