campaign management

GoInternationalGroup.com is a pioneer cause-marketing agency since 2005. When asked why, co-founder Jasmine Low shared, “I must say I learnt about cause-marketing from my former boss at a PR agency. Shehara Da Silva was a big believer of causes, and worked with children from the 2004 Tsunami using art as therapy. She was also a big supporter of many causes during her time at the agency, taking on at least one non-profit case per year.” It was from there, that GoInternationalGroup.com was established in 2005 to serve and support the under-privileged with cause-related campaign management. We have been doing so since then. Here’s some further information by a veritable organisation – Engage for Good, that was set up in 2002 to pursue “doing well by doing good”. Excerpt from: http://engageforgood.com/stats/ Statistics Every Cause Marketer Should Know If you’re a cause marketer, you undoubtedly need quick access to research to support your daily work. Here are some statistics from 2018 that shed new light on doing well by doing good. Visit their website for more statistics. 2018 Only 42% of employees feel that the values of their employer match their own (and only 14% feel a strong alignment), and only 36% trust business leaders to do what’s right (down from 41% in 2017)  World Value Index   The following turnover rates were found in a global dataset of more than 2 million employees from 118 companies: Employees that neither donated or volunteered: 28% turnover Employees that only donated money: 18% turnover Employees that only volunteered time: 17% turnover Employees that both donated money and volunteered time: 12% turnover Benevity Engagement Study   Expands the consumer base: 88% would buy a product from a Purpose-driven company and 66% would switch from a product they typically buy to a new product from a Purpose-driven company. 2018 Cone/Porter Novelli Purpose Study   Builds brand advocates to amplify the brand message: 78% would tell others to buy products from Purpose-driven companies, and 68% are more willing to share content with their social networks over that of traditional companies. 2018 Cone/Porter Novelli Purpose Study   Purpose trumps cost and quality: Purpose leads over low-cost or high-quality products in 5 of 8 consumer actions. 2018 Cone/Porter Novelli Purpose Study   $1 is the preferred amount of giving when adding on to the bill. The POS Giving: Progressing and Prospering.   96% of consumers feel neutral or more positive about the retailer after donating at point of sale.The POS Giving: Progressing and Prospering.   Brands with a high sense of purpose have experienced a brand valuation increase of 175% over the past 12 years, compared to the median growth rate of 86% and the 70% growth rate for brands with a low sense of purpose. Kantar Consulting’s new Purpose 2020 report.   Among marketing leaders, 76% think their organization has a defined purpose, but only one in 10 have a corporate purpose statement that’s backed by a meaningful activation plan. Kantar Consulting’s new Purpose 2020 report.   Cause sponsorship is predicted to reach $2.14 billion in 2018, a projected increase of 4.4% over 2017. ESP Sponsorship Report   78% of those aged 18-24 are willing to spend more on a product or service that is more ethicalthan a cheaper option. Spotlight on CSR   The majority of respondents have never researched the ethical standards of a company before making a purchase. Of the 35% who have, the product categories they were most likely to research were:  groceries (48%), personal care/cosmetics (46%), and household goods (41%). Spotlight on CSR   Globally, nearly seven in 10 respondents among the general population worry about fake news or false information being used as a weapon. Sixty-three percent agree that the average person does not know how to distinguish good journalism from rumor, and 59% say that it is getting harder to tell if a piece of news was produced by a respected media organization. 2018 Edelman Trust Barometer   Sixty-four percent agree that CEOs should take the lead on change rather than waiting for government to impose it. Moreover, the believability of a business’ analysis of an important social issue (46 percent) is nearly on par with that of a major news organization (54 percent). 2018 Edelman Trust Barometer   Sixty-six percent of respondents say posts from brands rarely or never influence their opinions on social issues. Rather, respondents believe brands are more effective on social media when they announce donations to specific causes (39%) and encourage followers to take specific steps to support causes (37%), such as participating in events or making their own donations. Spout Social’s ‘Championing Change in the Age of Social Media’ 2018    Consumers say brands are most credible when an issue directly impacts their customers (47%), employees (40%) and business operations (31%). Spout Social’s ‘Championing Change in the Age of Social Media’ 2018  We found this resource very helpful, when designing your own cause-marketing campaign. If you’d like further information about incorporating cause-marketing into your campaigns in Malaysia, email us at KL@gointernationalgroup.com for a chat. Check this out and download the document here: Cause Marketing 101 for Business