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Certified WBENC Women's Business Enterprise


Giving Back

by Emily Tritabaugh

67% of companies today have a cause program

97% of CMOs view cause branding as a valid business strategy

72% of CMOs say the economy will not impact engagement in cause

40% of CMOs cite an increase in sales/retail traffic due to brand’s association with philanthropic activity

86% of women and moms say it is important for companies to support a cause

69% of moms (and 64% of women) say they will try a brand because it supports a cause

58% of moms (and 52% of women) say they will pay more for a brand that supports a cause she cares about

76% of women would recommend a brand to others because it supports a cause she cares about

Source: Mike Swenson, President, Barkley Public Relations, “The Power of Cause Branding: Brand Success Stories,” M2W 09 Conference

Holiday season. Buying season. Giving season. Is your organization giving back this season? The above statistics speak loud and clear – women support brands that care. How will she know you care about something if you don’t tell her? If you are a company/brand/organiziation that is giving back, share the news.

“I have found that among its other benefits, giving liberates the soul of the giver.” -Maya Angelou

This holiday season and into the new year, we will be giving back to our community by donating our time to Laura Jeffrey Academy, a St. Paul charter school for girls in grades 5-8. Affina employees are teaching a 7-week elective course on branding. We are teaching them what a brand is and how that definition can be applied to the Laura Jeffrey Academy brand. We are teaching them that brands are more than just a logo. THEY are teling US what the school’s brand should be – they are the customer.

Celebrate the gift of giving this season and share the news.