Quantifying cause spending in North America is no easy feat, due to the multiple budget items under which cause initiatives can fall. Thanks to ESP’s annual Sponsorship Report, we can at least get a handle on cause sponsorship spending each year.
Just released, our friends at ESP gave us an inside look at this year’s best available industry benchmark to help quantify the amount of North American cause spending.
In 2018 cause sponsorship is expected to increase 4.4% to reach $2.14 billion. Click to tweet.
In 2017, the actual spending number for cause ($2.05 billion) fell a bit shy of the $2.06 billion predicted, growing only 3% with cause remaining at 9% of the overall sponsorship total.
Next year, ESP is predicting a more robust sponsorship picture overall since “...improving sales outlooks and overall economic indicators indicate higher corporate confidence heading into 2018, which should see brands more willing to spend on marketing, advertising and sponsorship.”
And speaking of statistics, get ready to update those pitch decks, here are some other great stats that came out in 2017 to help you build the case for cause.
Brands with a purpose set on improving our quality of life outperform the stock market by 120% Click to tweet, according to Interbrand’s Best Global Brands 2017 study.
92% of consumers say they have a more positive image of a company when the company supports a social or environmental issue Click to tweet, according to Cone Communications’ 2017 CSR Study
50% of global consumers are “belief-driven” buyers, willing to buy a brand, switch from it or boycott it based on a brand’s stance on a controversial or social issue. Click to tweet 2017 Edelman Earned Brand Study
Want more? Head over to the most popular page on our site, Social Impact Statistics You Should Know, because there’s more ‘good’ news there.
See a stat that we’ve missed? Drop our communications director Megan a line and let her know.
Here’s to even more goodness in 2018!
Engage for Good
P.S. A reminder that Halo Award submissions are due Friday (unless you don’t mind paying a late fee…then you have another week until the 18th). We’re getting lots of great questions, which we’re always happy to answer. So drop us a line if you need any guidance.