Cause marketing inches up

August 24, 2009

Despite the drab economy, corporate spending on cause marketing is expected to creep up this year and some charities are seeing significant increases, a new report says.

North American companies are expected to spend a total of $1.55 billion on cause-related partnerships in 2009, up 2.2 percent from 2008, says the report from IEG, a company specializing in sponsorships.

In some cases, the recession seems to be spurring sponsorships of basic-needs charities like Share our Strength, an anti-hunger group that saw its cause-related revenue jump 15 percent through partnerships with AT&T, Hickory Farms and other companies.

Non-basic-needs causes are seeing activity as well, with Mott's teaming up with Susan G. Komen for the Cure to provide packaging for apple sauce that features Komen.

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