The Case for Smarter Cause


Complete Your Brand IdentityWhat benefit is your firm realizing from your current charitable giving program? How much of an impact are you having on the causes you support? If you are still engaging in the practice of “checkbook charity” by making donations to dozens of unrelated causes, the answer to both questions is probably “not much.”

There are thousands of worthy causes doing important work around the globe, however, no organization can tackle all of them at once.

In order to truly make a difference and leverage cause alliances as a key differentiator, firms have to be strategic and focused, aligning with one or at most a handful of issues that connect to your core business and corporate culture. Today’s breed of smarter cause branding programs not only have a more significant impact on the community or society at large, but they also maximize business return by:

  • Creating a sustainable competitive differentiator and advantage
  • Growing your customer base and loyalty
  • Improving employee satisfaction and retention
  • Enhancing your brand identity and long-term equity
  • Increasing peer, community and press recognition

And as professional and financial services firms become accountable to an increasing number of diverse stakeholders in a highly transparent marketplace, publicly aligning with a cause will become a critical part of a company’s corporate responsibility efforts. In fact, 66% of global consumers believe it’s no longer enough for corporations to merely give money away, but that they must integrate good causes into their day-to-day business* and nearly 9 of 10 think it’s important that business, government and nonprofits collaborate to solve pressing social and environmental issues.**

Want to learn more about how a strategic cause program can benefit your firm? Read one of CauseWay’s latest articles:

Click here to see how CauseWay can help you transition reactive giving to strategic giving, and create significant bottom-line and community impacts.

* Source: 2009 Global Edelman Good Purpose Study
** Source: 2008 Cone Cause Evolution Study