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Study Shows Cause Marketing Boosts Sales

Posted: October 3, 2008

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Profits should go to good causes

Likewise, more than half of respondents also said they believed that companies should continue to give to nonprofit organizations.

Some 182 participants took part in the study, and were given money to purchase from a choice of 152 SKUs in four categories. The exercise showed that there was a 74% increase in actual purchases of a shampoo brand when it was associated with a good cause.

One size does not fit all

However, it is also interesting to note how different types of products illicit different reactions in consumers. This is evidenced by the fact that the survey revealed that when a toothpaste was associated with a cause the increase in sales was more modest, at 26%.