For decades, retailers have raised billions of dollars for a variety of causes through donations at registers, including many children’s causes. New research reveals strong preferences for specific children’s causes within certain consumer demographics, which can help companies align their cause marketing activities with the inclinations of their most important customer demographics.

 According to a release, in October 2017, “Cause Partners, a corporate and cause marketing consultancy, commissioned The Harris Poll to conduct a survey that investigated American’s preferred children’s causes if retailers were accepting donations at the register.  The online poll, which surveyed over 2,000 U.S. adults, revealed that childhood cancer was ranked first among children’s causes to donate to at a retail register among moms with children under 18 (53%), and millennial moms (62%). In addition, millennials (47%) ranked childhood cancer as one of the top causes (tied with Hunger for 1st) they would most likely donate to at retail registers. Overall, childhood cancer (39%) ranked the second highest (behind hunger at 43%) among the children’s causes Americans are most likely to donate to at retail registers.

“This kind of data can be extremely valuable in helping retailers align with causes that most strongly resonate with their customers.  In addition to benefiting retailers, companies and brands in any industry can look to this survey as evidence that moms and millennials would strongly approve of any efforts undertaken to support the cause of childhood cancer.”

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