U.S. consumers are often generous with their donations to nonprofit organizations and causes which they deem important. These organizations are increasingly turning to online marketing to increase their visibility with consumers. However, the response from consumers varies by demographic group.
In a major finding from the Dynamics of Cause Engagement study, jointly conducted by Georgetown University’s Center for Social Impact Communication and Ogilvy Public Relations Worldwide, both African Americans and Hispanics are attractive targets for nonprofit organizations that use online tools. Consumers who are more likely to support causes online than offline today break out along ethnic lines as follows:
- Hispanics 39%
- African Americans 30%
- Caucasians 24%
For most consumers, traditional media, especially print and television, remains the leading channel that delivers cause and social issue messaging. But social media is gaining ground. Over 30% of African Americans use social media to get more information about causes, while 27% of Hispanics and 21% Caucasians do the same.
Survey respondents indicated that too much cause marketing can lead to fatigue. Email was cited by Caucasians as a problem and Hispanics noted that “Likes” on Facebook are meaningless with respect to cause marketing.
But emerging majority groups says that supporting causes makes them feel like they are part of a larger community and in some cases both parents and children are actively involved. Specific causes are favorites for African Americans and Hispanics. These include diabetes, domestic violence, bullying, childhood obesity and HIV/AIDS.[Source: Social Media Plays Greater Role in Cause Engagement For African Americans and Hispanics. Ogilvypr.com. 31 May 2011. Web. 22 Jun. 2011]