Nonprofits Benefit From New "Pause to Support a Cause" Campaign That Ties Donation to Research Participation
New York, NY., September 14, 2009 — A new global business and public sector coalition – led by the Chief Marketing Officer (CMO) Council, the U.S. Chamber of Commerce and many notable non-profits – today announced a milestone initiative to “survey the socially beneficial way” by making donations to causes on behalf of those individuals participating in funded market research programs around the world.
The innovative corporate social responsibility (CSR) campaign has the potential to direct as much as 10 percent of the $18.9 billion spent on market research worldwide to thousands of non-profits. It will create a global community of millions of research-ready and receptive panelists willing to take part in online surveys and market feedback studies.
By responding to, and completing research, opt-in panel participants will enable millions of dollars in new funds to be channeled to their favorite causes, charities, and foundations of choice. For participating businesses, Pause to Support a Cause will help lower research costs, shorten fielding times, heighten response rates, and encourage more active year-round participation in market feedback, engagement and listening programs.
Dozens of leading non-profits, market research groups, advertising and marketing associations, as well as the Business Civic Leadership Center of the U.S. Chamber of Commerce have already registered to participate in the international campaign developed by Edward G. Martin, director of international insight and new methods at The Hershey Company (NYSE: HSY).
“Market researchers typically earmark substantial funds to field research and reward panel and survey participants through incentives, rewards, giveaways and other gifts that gain or induce response,” noted Donovan Neale-May, the executive director of the CMO Council, which has more than 5,000 marketing executive members controlling an estimated $125 billion in annual spend. “By formalizing and linking survey fielding and response to non-profit donations, corporate marketers and researchers can add a powerful altruistic appeal and ensure that market research dollars produce real social value and meaningful improvement to brand image and perception.”