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 Cause Related Marketing

Cause related marketing involves targeted marketing campaigns that strategically align organizations with a specific cause consumers care about. In an effort to integrate values and social issues into brand equity and identity, these ventures drive loyalty, differentiate companies from their competitors and enhance credibility, while simultaneously raising funds that directly benefit a worthy cause. 

Corporate and community leaders throughout the country have partnered with City of Hope in just this way. And, as a result, have enjoyed the benefits that come from connecting themselves with an institution recognized nationwide for its aggressive and groundbreaking research and treatment of cancer, HIV/AIDS and other life-threatening diseases. 

Benefits of Cause Related Marketing

The popularity of cause related marketing as a way to promote products and services increased significantly during the last decade. In 2006, Cone, a leading agency in cause related branding and marketing, released a study that showed:

  • 83% of consumers born between 1979 and 2001 will trust a company more if it is socially or environmentally responsible.
  • 89% are likely or very likely to switch from one brand to another, where price and quality are equal, if the second brand is associated with a good cause.

A follow-up study, the 2007 Cone Cause Evolution and Environmental Survey, revealed:

  • 83% of Americans say that companies have a responsibility to help support causes.
  • 87% are more likely to switch from one product to another if the other product is associated with a good cause, an increase from 66% in 1993.
  • 89% of employees familiar with their company’s cause programs feel a strong sense of loyalty to their employers.
  • 75% of men say they consider a company’s commitment to social issues when deciding what to buy or where to shop in 2007, compared to 58% in 2004; 84% of women agreed with this statement in 2007, compared to 68% in 2004.
  • Health is the No. 1 cause related issue Americans feel companies need to address.

 Contact Us

If you are interested in pursuing a cause related marketing program with City of Hope, please complete this brief inquiry form and e-mail it to our marketing team. Someone will respond to your request within 7 to10 business days.

For general questions or inquiries regarding cause related marketing opportunities with City of Hope, please contact us at causemarketing@coh.org.

 Why Partner with City of Hope

Global Impact
Our researchers speed their findings from the lab to clinical trials, thus impacting and improving the quality of lives of people around the world.

Efficiency
City of Hope’s fundraising efficiency (as published in the November 23, 2007 edition of Forbes magazine) was approximately 85 percent, meaning that 85 cents of each dollar received from private parties (individuals, corporations, foundations and other non-government institutions) went directly to research, treatment and education.

Nationally-Recognized
Charity Navigator, the independent charity evaluator, gives City of Hope its highest 4-star rating.

In a November 11, 2007 Los Angeles Times Business Section article, City of Hope ranked #5 in the list of “10 Best Charities Everyone’s Heard Of,” according to Charity Navigator.

The Company You Keep
Join our other trusted cause partners in helping to make a difference, while also positively impacting your company’s bottom line.

Collaboration
Our experienced marketing team looks forward to working with your company to develop unique, effective and impactful promotional programs that meet your brand’s objectives.

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 Recent Cause Related Marketing Programs

NCI CCC LogoCity of Hope, An NCI-designated Comprehensive Cancer Center, is an innovative biomedical research, treatment and educational institution dedicated to the prevention and cure of cancer and other life-threatening illness.
Best Of logoCity of Hope has been named one of "America's Best Hospitals" in cancer and urology by U.S.News & World Report. Read more here...
NCI CCC LogoThe National Comprehensive Cancer Network®
(NCCN), a not-for-profit alliance of 21 of the world’s leading cancer centers, is dedicated to improving the quality and effectiveness of care provided to patients with cancer.
Best Of logoWe subscribe to the HONcode of the Healthcare on the Net Foundation.