Cause Marketing Research: Community
Cause Marketing is occasionally targeted beyond customers when there is a vested interest in cultivating the goodwill of an entire community, including non-customers. For instance, the owner of a sports stadium may need community support — including support from neighbors who don’t follow sports — when the stadium owner seeks government tax concessions or building permits.
Communicating Social Responsibility Efforts
This study examines how individuals perceive CSR by nonprofits. The study uses an experimental design to present CSR messaging in five different communication channels. Independent news stories were perceived to be the most credible and believable, yet Facebook and blog posts had the greatest impact on reputation.
