Dynamics of Cause Engagement - Final Report

DynamiCs
of cause
engagement
understanding the impact of the digital
revolution on cause involvement

exploring the connection between cause
engagement and behavior change

Prepared by:
ogilvy Public Relations Worldwide & The center for
social Impact communication at Georgetown university
november 2011

Dynamics of Cause Engagement i

ii Dynamics of Cause Engagement

about ogilvy Public Relations about the center for
Worldwide social Impact communication
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and safety and broader socially desirable goals via communications communications, csIc aims to elevate the discipline by pioneering
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violence prevention to disaster preparedness, and much more.
Twitter: @georgetowncsic
Named the 2011 outstanding global digital/social constultancy by The
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ogilvypr.com

Twitter: @ogilvypr and @ogilvyDc

Dynamics of Cause Engagement 1

Purpose of the study acknowledgements

The Dynamics of Cause Engagement is the product of a unique Many thanks to the following individuals for their contributions:
partnership and more than a year spent examining trends in the Denise Keyes, Ma; Julie Dixon, Ms; antonella Weyler, MPs; Jackie
ways in which americans perceive, learn about and interact with Buchy, MPs; and David arnold, MPs (Georgetown university); Jennifer
causes and social issues. a small group of graduate students and Wayman, MHs; sarah Temple; Kathryn friedman; Jennifer Patterson;
faculty from Georgetown university’s center for social Impact Heidi D’agostino; angie Liang, Ms; and Jennifer Gusikoff, Ma (ogilvy
communication worked side-by-side with senior leaders from Public Relations Worldwide).
ogilvy Public Relations Worldwide’s social Marketing practice,
identifying gaps in the current cause landscape and devising a
survey that would separate fact from fiction when it comes to the about the Survey:
changes brought about by the digital revolution. an online survey was conducted among a nationally
representative sample of 2,000 americans ages 18 and over.
The partnership was truly collaborative in every sense of the word— The data were balanced to reflect the demographic profile of
not academic vs. practitioner, not student vs. professional. Indeed, the u.s. adult population based on census criteria to ensure
results are projectable to the larger u.s. population.
the coupling of a unity of purpose and a diversity of perspectives
allowed us to develop a study with broad implications, relevant to The survey was fielded by TNs Global from November 30 to
communicators and organizations in the nonprofit, private and public December 22, 2010, and has a margin of error of +/-2.2% at
sectors. The results speak to the profound need for strategy and the 95% confidence level.
integration when communicating about causes, two things that are
at the very heart of what is taught at Georgetown’s Masters of Public Throughout this report, an asterisk ‘*’ next to a number
Relations and corporate communications program and practiced at indicates a significant difference from the corresponding
audience at the 95% level of confidence.
ogilvy Public Relations Worldwide. and the study results certainly
open up new dialogues about what it means to be “involved” in
a cause today, both in the more traditional sense as well as in the
actions of so-called “slacktivists” and others empowered by the
availability of digital tools. What remains to be seen, and studied, is
the overall impact of this involvement.

This report summarizes the major findings of our study and provides
organizations and practitioners with useful information to help define
and tailor a strategic approach to deepen the connection between a
cause and its supporters.

2 Dynamics of Cause Engagement

Major Themes

Big Picture: The american cause engagement Landscape .................................................................................................4

Pulse check: Issues that Matter to americans..........................................................................................................................12

Demographic Trends: cause engagement by Gender ..........................................................................................................15

Demographic Trends: cause engagement by ethnicity ......................................................................................................23

Demographic Trends: cause engagement by Generation ...................................................................................................31

Key Lessons ...........................................................................................................................................................................................38


Big Picture: The american cause engagement Landscape

traditional Forms of Involvement activities
engagement Reign Supreme
Despite the growing popularity of social
networking sites and the increased efforts
of organizations to engage their supporters
via social media, survey results show that
historically prominent ways of supporting
causes (e.g., donating money, volunteering,
learning more about the cause, talking to
others) are still the first and “most often”
ways americans get involved. only 18 percent
of americans identified a promotional social
media activity (e.g., joining a cause group,
posting a cause logo to a social profile,
writing about a cause on a blog) as the
way they first get involved with causes, and
fewer than one in six (15%) say it is the way
they “most often” engage. social media
promotional activities also fall lower on the
list of activities americans believe give them
a feeling of being cause champions (or being “americans still prefer historically prominent
very involved with a cause).
ways of engaging with causes as well as
traditional sources of cause information.”


When learning about causes, americans still Sources of Information about Causes
rely on traditional communications channels
as their primary sources of information.
survey results show that the number of
americans who turn to social media (24%)
as a source of information still lags far behind
those who utilize television and print media
(77%) and personal relationships (60%).

Social media Holds Promise
for Fostering engagement
While promotional social media activities
may fall lower on the list of ways americans
currently learn about and engage with
causes, survey data highlight increasing Online Support
opportunities to broaden engagement
through the strategic use of social media.
the majority of americans recognize
the value of social media in facilitating “six in ten americans
visibility and support for causes. Nearly six
believe that social
in ten americans (57%) agree that online
social networking sites allow people to media is valuable in
support causes more easily, and 40 percent
facilitating visibility and
feel they can help get the word out through
social networking sites. support of causes.”


So-Called Slacktivists: “most Often” Ways of getting Involved
more active than We think
Does the relative ease with which we can now
share information and get the word out about
causes translate to slacktivist behavior?
contrary to the portrayal of a slacktivist
as one who passively “likes” things on
facebook but is not truly engaged, survey
results show that americans who get
involved with causes through promotional
social media activities (e.g., joining a cause
group, posting a cause logo to a social
profile, writing about a cause on a blog)
also continue to participate in cause-related
activities outside of the social media space.
In fact, americans who selected social
media activities among the “most often”
ways they are involved with causes are:

• Just as likely as non-social media
cause promoters to donate money overall, americans who support causes by In addition, results show that this group also
(41% vs. 41%) participating in promotional social media seems to be more willing to go beyond their
activities are engaged in a greater number individual contributions and influence others
• Twice as likely to volunteer as
of different kinds of supporting activities in their networks to become supporters as
non-social media cause promoters
than americans who do not use social well. They are five times more likely than
(30% vs. 15%)
media to promote causes (6.7 activities non-social media cause promoters to recruit
• Twice as likely to participate in to 2.9, respectively). for these individuals, others to sign a petition for a cause (20%
events and walks (25% vs. 11%) social media is simply being added to vs. 4%); four times more likely to ask others
their range of engagement activities, not to contact their political representatives
replacing the more historically prominent (22% vs. 5%); and three times more likely to
ways of supporting causes like donating or request others to donate (11% vs. 3%).
volunteering. This is good news for causes.

Caution: Digital tools Could Online Support Fatigue
Drive “Cause Fatigue”
as the use of digital tools in cause
engagement continues to increase,
they could become potential drivers of
“cause fatigue” if not used strategically.
already, three-quarters of americans
(75%) agree that emails about causes can
sometimes feel like spam, and about half
of americans believe that they get too
many emails and messages about causes
and that everybody “likes” causes on
facebook and it does not mean anything.

“almost half of americans
believe they get too many
emails about causes.”


Cause Involvement gives Cause Beliefs
americans a Sense of Purpose
and meaning in Life
Regardless of social media usage, the large
majority of americans believe in the power
of supporting causes. about three-quarters
of americans think that everyone can make a
difference by supporting causes and that being
involved with a cause gives them a sense of
purpose and meaning in life and makes them
feel good about themselves. In addition,
nearly two-thirds of americans (64%) believe
that supporting causes enhances the feeling of
belonging to a community.

The importance of supporting causes seems
to be a family affair for americans as well.
Nearly half (49%) of americans consider
familial involvement with causes important,
and more than one-third (35%) were actively
involved in causes when growing up.

current perceptions of cause engagement
are not entirely rosy, though. survey findings
show that four in ten americans believe that
supporting causes has become a fad and
more than one-third (36%) think that people
spend less time actively supporting causes
now than they did five years ago.


Personal Relevance engagement Drivers
Drives engagement
When it comes to causes and social issues,
what are the main drivers of engagement
among americans? Personal relevance,
according to study findings. Results show
that americans are most motivated to get
involved with causes that are important to
both themselves or someone they know
(57%) or that impact both themselves or
someone they know (50%).

and, while celebrity endorsements
certainly play a role in garnering attention
for causes among americans, survey
respondents identified several factors attention Drivers
as being even more important than a
Many people being affected by it 51%
famous face. americans believe that many
A timely event or tragedy shedding light on the issue 49%
people being affected (51%), a timely
Children are impacted by it 43%
event or tragedy (49%) and children being
Someone famous being personally affected by it 36%
impacted (43%) generate the greatest
Someone famous supporting the cause 35%
attention for a social issue or cause.
People within your community being impacted by it 31%
If there is a particular month dedicated to it 23%
(e.g., October is Breast Cancer Awareness month, etc.)
An organization created to advocate on behalf of the cause 21%

A company or brand supporting the cause 16%

Poor countries are impacted by it 14%

A company’s marketing or advertising mentioning the cause 14%
Having a social network presence 12%
(e.g., groups on facebook, etc.)
Products or services displaying the cause’s logo or icon 12%


You are What You Wear: Willingness to Display Support
americans Displaying their
Support for a Cause
While americans generally do not feel that
products or services featuring a cause’s logo
or icon generate as much attention for the
cause when compared to other factors, nearly
six in ten (59%) are willing to display their
support for a cause by using cause-branded
products. Wearing a cause ribbon or pin
(22%), wearing the color of the cause on a
special day (21%), or using a reusable bag
showing the cause logo (20%) are at the top
of the list of ways in which americans would
most likely show their support of a cause.


Involvement in Causes Can Behavior Change as Result of Cause Involvement
trigger Behavior Change
americans who donate, volunteer or
otherwise support a cause may be looking
to impact the world around them, but survey
results show that they may find that the
experience of being involved with a cause can
actually impact their own behavior as well.
more than half of americans (52%) affirmed

to have changed their behavior as a result of
their involvement with a cause.

Nearly half of americans (48%) report
changing their voting behavior as a result
of being involved with a cause, making it
the most common type of behavior change.
changing recycling habits (40%), becoming
more energy efficient (34%) and becoming
more tolerant of differing opinions (25%)
also neared the top of the list. Health-related
behaviors, such as changing one’s physical
activity (12%), visiting a medical professional
(9%), or requesting a specific medical test or
screening (8%), fall lower on the list.


Key Findings
Pulse check: Issues that Matterimportantand Causes or causes, Americans report a broad range of concerns with economic
to americans
Top-of-Mind Social Issues
When thinking of social issues
considerations, healthcare reform and poverty/hunger most top-of-mind.

timely Cause Concerns Human Rights/
Women’s Rights/
Abuse/Welfare Budget/Financial Reforms/
Equality
Gay/Lesbian Rights National Debts
Not surprisingly, concerns over the economy, Abortion
joblessness and poverty abound among
War
Healthcare Reform Education Civil Rights

americans. When asked what comes to Government/
Political Problems Unemployment/ Immigration
mind when thinking about important social
issues or causes, americans reported Cancer Racism/ Low Wages Economy Taxes
unemployment and low wages, economic Discrimination Poverty/Hunger Animal Rights/
concerns, healthcare reform and poverty/ AIDS/HIV Welfare
Homelessness Environment/
hunger tops among a broad range of issues. Bullying
Child Abuse/Welfare Ecology Global Warming/
Climate Change
Helping People in Need Social Security Crime/Violence
More than four in ten americans (45%) Prevention
are involved in supporting social issues Cause Involvement
Americans are most involved in spiritual, health, education,
and causes, with the greatest involvement
and environment-related causes.
Involvement with Causes
found in health, education, spiritual and
environment-related causes. Spiritual or religious 18% 23%

Education 14% 28%

Civic or political
12% 24%
(voting, tea party movement)

Environment
11% 30%
(global warming, recycling, green)

Health-related (like breast cancer,
11% 31%
heart health, diabetes, autism)

Animal rights and welfare 9% 23%

Poverty and/or hunger 8% 32%

Healthcare reform 8% 23%

Youth development and welfare (anti-bullying,
7% 20%
mentoring, literacy, suicide prevention)

Human rights 7% 24%

Very Involved Somewhat Involved

(Only top ten causes shown)


Supporting Our troops and Knowledge and Involvement with Specific CausesSpeciﬁc Causes
Knowledge & Involvement with

Feeding the Hungry are Knowledge
(Very or
Involvement
(Very or
the top Causes for americans Somewhat) Somewhat)

Supporting our troops 71% 39%

With which specific causes and issues are Feeding the hungry 65% 39%
americans most involved? supporting our Overall, Americans
Breast Cancer 68% 32%
troops and feeding the hungry, according to tend to be more
the study results. Health-related issues, such as personally involved
Heart disease and heart health 66% 30%
in social causes
breast cancer, diabetes and heart disease, are
that they feel more
also near the top of the list. overall, americans Diabetes 61% 27%
knowledgeable
tend to be more personally involved in causes Global warming 60% 25%
about, including
they are knowledgeable about. supporting our
Drunk driving 73% 23% troops, feeding
the hungry, breast
Looking ahead, americans expect supporting Domestic violence 61% 20% cancer and heart
our troops and feeding the hungry to disease.
continue to be the most prominent causes in Bullying 60% 20%

2011. Bullying and childhood obesity—both Pro-life 62% 19%
of which have received increasing media
attention in 2010—also are expected to be
among the top causes of 2011. (Only top ten causes shown)

“More americans are involved with
supporting our troops and feeding
the hungry than any other causes
or social issues today.”


Controversy Contributes Prominent Causes in 2011 in 2011
Prominent Causes

to Perceived Prominence
38% 26%
Supporting Tea Party
almost half of americans (49%) believe our Troops Movement
that society is less open to supporting gay
marriage, putting it at the top of the list 29% 26%
Feeding the Global
of controversial issues. Interestingly, the
Hungry Warming
Tea Party movement and global warming
also appeared high on the list of issues that
29% 26%
americans believe society is less open to Childhood
Bullying
Obesity
supporting, and at the same time, ranked
them among the causes believed to be (Only top six causes shown)

the most prominent in 2011. This indicates
that “fame” is not always translated into
Causes americans Believe Society is Less Open to Supporting
Causes Society is Less Open to Supporting
widespread support, and that perhaps
the controversial nature of these causes
49% Gay Marriage
contributes to their perceived prominence.

19% Tea Party
Movement

16% Haiti Relief

16% HIV/AIDS

16% Pro-life

15% Global
Warming

(Only top six causes shown)


Demographic Trends: cause engagement by Gender
Cause Beliefs
Women are Strongest Cause Beliefs
Believers in the Power of MEN WOMEN Strongly/Somewhat Agree

Supporting Causes
73% 80%* I believe everyone can make a difference by supporting causes

american women are strong believers Supporting a cause can give you a sense of purpose
71% 81%*
in the power of individuals to make a and meaning in your life

difference by supporting causes, while their 68% 80%* Supporting causes makes me feel good about myself
male counterparts are more likely to view
supporting causes as a fad. In addition to 59% 68%* Supporting causes makes me feel like I am part of a community
believing that everyone can make a difference
43%* 37% Supporting causes has become a fad
by supporting causes, american women
are more likely than men to believe that
supporting causes creates a sense of purpose
and meaning in life, makes them feel good Level of Involvementof Involvement
Level
about themselves and makes them feel like
part of a community.
51
59*

Not surprisingly, a significantly higher
number of women are engaged with causes
and are willing to display their support. 41
49*

almost half of american women (49%) report
to be very or somewhat involved in causes,
MEN WOMEN
compared to 41 percent of men, and nearly
two-thirds (64%) would display their support, Not Involved Involved
(not very/not at all) (very/somewhat)
versus 54 percent of men.


Cause Involvement triggers types of Behavior Change as Result of Cause Involvement
Behavior Change more Often
among Women
Types of Behavior Change as Result of Cause Involvement
findings also highlight gender differences
Switched to
when it comes to cause-driven behavior Requested a brands/designers
Changed Became more Become a Became an Changed Changed my
change. american women are significantly recycling habits energy efﬁcient volunteer organ donor my diet physical activity
speciﬁc medical that supported
test or screen causes I support
more likely than men to say they have
Men Men Men Men Men Men Men Men
changed their behavior due to cause 36% 30% 28% 12% 15% 10% 7% 11%
involvement (55% vs. 48%), including
Women Women Women Women Women Women Women Women
environmentally-conscious actions (e.g., 44%* 38%* 34%* 18%* 18%* 14%* 10%* 16%*
changing recycling habits, becoming more
energy efficient) and health-related behaviors
(e.g., modifying diet or physical activity). “Women are significantly
Women also are significantly more likely than
men to say they have switched to brands that more likely than men to
support causes they support. have changed their behavior
due to cause involvement.”


men and Women Share Support Involvement with Specific Causes
Involvement with Speciﬁc Causes
(Very or Somewhat involved)
for Feeding the Hungry
and Supporting Our troops
34% Pro-life
19%
Feeding the hungry
Despite all the differences, men and women 43%* 20%
are more alike than different when it comes
39% 13%
to which particular causes they choose to Supporting our troops
39%
Childhood obesity
18%*
support. for both, feeding the hungry and
supporting our troops are among those that 25% Haiti relief
14%
Breast Cancer
39%* 15%
rank the highest and are believed to be the
most prominent causes in 2011. as expected, Heart disease and heart health
28% Gay marriage
12%
31% 14%
gender-related health issues like breast
cancer and prostate cancer are significantly 26% 13%
Diabetes Autism
more likely to be supported by women and 28% 13%

men, respectively. In addition, survey results 26% 21%*
Global warming Prostate cancer
indicate that women are more compelled to 25% 12%
support youth-related causes like bullying
21% 13%
Drunk driving HIV/AIDS
and childhood obesity, while men are more 24% 12%
likely to support the tea Party movement.
18% 17%*
Bullying Tea party movement
22%* 11%

19%
Domestic violence
21%

MEN

WOMEN


Women more Likely to Donate “most Often” Ways of getting Involved
Personal Items and Volunteer Most Often Ways of Getting Involved
their time in Support of Causes
Women and men also tend to agree on the MEN WOMEN

ways in which they “most often” support their 41% 42% Donating money
chosen causes. for both, more historically
prominent ways of engaging with causes 34% 33% Talking to others about it
top the list, including donating money,
Donating clothing, rewards points, hair
talking to others, and learning more about 18% 30%*
or other personal items
the issues and impacts. Women, however,
are significantly more likely than men to get 20% 22% Learning more about the issue and its impact

involved by donating clothing and other
19% 20% Signing a petition for the cause
personal items, and volunteering their time in
support of causes. Volunteering time
15% 20%*
(i.e., help-lines, soup kitchens, mentoring, cleaning)

Social media NET includes social media
12% 17%* Social Media NET promotional activities (e.g., joining a
cause group, posting a logo to a social
proﬁle or contributing to a blog).

(Only top responses shown)


Size of Population affected attention Drivers
Attention Drivers

and timely events are
top attention Drivers for
If there is a particular month Having a social network
men and Women Someone famous dedicated to it (e.g., October is presence (e.g., groups on
supporting the cause Breast Cancer Awareness month) Facebook, etc.)

For both men and women, the main drivers MEN WOMEN MEN WOMEN MEN WOMEN
of attention for a cause or social issue
are having many people affected by it, a 32% 19% 10%
38%* 26%* 15%*
timely event or tragedy, and children being
impacted. However, women are more likely
than men to believe that causes can attract
interest by having the support of a celebrity,
a particular month dedicated to it and/or a
social networking presence.


Women are more Likely to Online Support
Recognize the Role of Social Perceptions of Online Involvement
media in Facilitating Cause
Involvement Strongly/Somewhat Agree

Online social networking sites, like Facebook,
increase the visibility of social causes and issues
When it comes to social media, women
58%
are more likely than men to recognize the
65%*
role that sites like Facebook can play in
facilitating cause involvement. Nearly two- Online social networking sites, like Facebook,
thirds of women (65%) believe that social allow people to support causes more easily

networking sites can increase visibility for 53%
causes, and six in ten (60%) believe they 60%*
allow people to support causes more easily.
It comes as no surprise, then, that women I feel like I can help get the word out about
a social issue or cause through online social
are more likely to support causes through networks, like Facebook, Twitter and blogs
promotional social media activities (e.g.,
35%
joining a cause group on facebook, posting
45%* MEN
a cause logo to a social profile, contributing
to cause blogs) than men (17% vs. 12%, WOMEN
respectively).


Women also turn to social media as a Sources of Information about Causes
Online Support
source of cause information more often than
men—though for both, this lags far behind
MEN WOMEN
traditional TV and print media sources and
personal relationships. TV program or news story 62% 64% “Women are
While women are more likely than men Newspaper article 50% 51%
more likely
to believe in the power of social media to than men to
Friends 42% 49%*
support causes, they are in agreement on
the degree to which online cause-related
turn to social
communications can sometimes feel like “too
Family 41% 46%*
media as a
much.” Nearly three-quarters of men and
women (74% and 73%, respectively) agree
Website 37% 38% source of cause
that emails about causes can sometimes feel information.”
like spam, and about half of both populations Social Media NET 19% 28%* Social Media NET
includes blogs and
admit that they get too many cause-related social networking sites.

emails now (49% and 45%, respectively) and
that everybody “likes” causes on facebook
and it does not really mean anything (48% and Online Support Fatigue
Online Support Fatigue
49%, respectively). Practitioners should be
wary of these indicators and ensure strategic Strongly/Somewhat Agree
uses of these digital tools in order to avoid
Emails about causes sometimes feel like spam
unintentionally contributing to “cause fatigue.”
74%
73%

I get too many emails and messages about causes now

49%
45%

Everybody “likes” causes on Facebook, it doesn’t really mean anything
MEN
48%
49% WOMEN


Women Support Companies
that Support Causes
MEN WOMEN
cause marketers often target the female Sources of information about causes
demographic with campaigns, and with Advertisement from a corporation
11% 15%*
sponsoring a cause the hungry
good reason—survey results confirm that
american women are significantly more Product package or insert from a
6% 9%*
corporation sponsoring a cause
likely than men to show their support
of a cause by purchasing products or In-store promotion and displays 4% 9%*

services from companies who support the
cause. In addition, women are more likely Most often means of involvement with causes
Buying products or services from
to learn about causes through corporate companies who support the cause 10% 15%*
partner or sponsor promotions, including
advertisements, product packaging, and in- Attention Drivers
store displays. A company or brand supporting the cause 15% 18%

A company’s marketing or advertising
13% 15%
mentioning the cause

Products or services displaying
the cause’s logo or icon 11% 12%


Demographic Trends: cause engagement by ethnicity

Social media Plays greater Online Support
Online Support
Role in Cause engagement
For african americans and Strongly/Somewhat Agree

Hispanics Online social networking sites, like Facebook, “african americans
increase the visibility of social causes and issues

among american adults, there appear to be 60%
and Hispanics are
some significant differences in how various 65% significantly more
population segments perceive social media 65%

and their effectiveness in facilitating cause
likely to believe that
involvement. african americans and Hispanics Online social networking sites, like Facebook,
allow people to support causes more easily they can help get
are significantly more likely to believe that
they can help get the word out about a
54% the word out about
62%*
social issue or cause through online social 64%* a social issue or
networks (58% and 51%, respectively, vs. 34%
of caucasians). They also subscribe more I feel like I can help get the word out about a social
cause through online
readily to the belief that social networking issue or cause through online social networks, like
Facebook, Twitter and blogs
social networks.”
sites like facebook make it easier to support
34%
causes today, and that these sites help
58%*
increase visibility for causes. nearly one in
51%*
three african american adults (30%) and
four in ten Hispanics (39%) say they are more
I am more likely to support a cause
likely to support a cause or social issue online online than ofﬂine
than offline today—both significantly higher 24%
percentages than among Caucasians (24%). 30%*
39%*

Caucasians African Americans Hispanics


Sources of Information about Causes
African
Caucasians Americans Hispanics

While traditional media (print and television) TV program or news story 64%* 66%* 57%
and personal relationships remain the primary
ways in which americans learn about causes, Newspaper article 54%* 42% 43%
both african americans and Hispanics are
significantly more likely than Caucasians Friends 47%* 51%* 38%
to look to social media as an additional
source of information (31% and 27% vs. 21%, Family 45% 47% 39%
respectively).
Website 36% 41% 41%

similarly, social media are not among the
top ways americans “most often” support Social Media NET
Social Media NET includes blogs 21% 31%* 27%*
causes—donating money or personal items, and social networking sites.
talking to others and learning about the is- (Only top responses shown)
sues rank the highest—but again, african
americans and Hispanics are significantly “most Often” Ways of getting Involved
Most Often Ways of Getting Involved
African
more likely than caucasians to engage with Caucasians Americans Hispanics
causes through promotional social media
activities (e.g., joining a cause group on face- Donating money 42% 38% 39%

book, posting a cause logo to a social profile,
contributing to cause blogs). Talking to others about it 34%* 39%* 27% “african americans
Donating clothing, rewards points, 25%* 25% 19%
and Hispanics
hair or other personal items
are significantly
Learning more about the issue 22%* 22% 16%
and its impact more likely to
Signing a petition for the cause 20% 18% 18% engage with
Volunteering time (i.e., help-lines, 18% 18% 16% causes through
soup kitchens, mentoring, cleaning)
promotional social
Social Media NET 13% 20%* 18%* media activities.”
Social media NET includes social media promotional activities (e.g., joining a
cause group, posting a logo to a social proﬁle or contributing to a blog).
(Only top responses shown)


Potential for Social media Online Support Fatigue Fatigue
Online Support

Overload across ethnicities Strongly/Somewhat Agree
Emails about causes sometimes feel like spam
americans of all ethnicities are generally 76%*
in agreement when it comes to potential 66%
cause-related social media overload, though 69%

they differ in the degree to which certain Everybody “likes” causes on Facebook, it doesn’t really mean anything
tools drive their “cause fatigue” the most. 47%
for example, caucasians are significantly 41%
57%*
more likely to feel that emails about causes
I get too many emails and messages about causes now Caucasians
sometimes feel like spam (76%, vs. 66% of
48%*
african americans and 69% of Hispanics). 33%
African Americans
Hispanics are significantly more likely 51%* Hispanics
to believe that everybody “likes” causes
on facebook and it doesn’t really mean
anything. and while half of Caucasians and
Hispanics (48% and 51%, respectively) agree
that they get too many emails about causes
now, a significantly lower number of african
americans (33%) feel this way.


Cause Involvement
Supporting Causes Level of Involvement
is a Family affair
americans are in strong agreement that
everyone can make a difference by support- 47 48
55 58*
ing causes. However, african americans and
Hispanics are significantly more likely than
Caucasians to be involved with causes and
45 53* 52*
to believe that supporting causes makes 42
them feel like a part of a community. They
also are significantly more likely to feel that Americans Caucasians
African
Hispanics
Americans
it is important that their family be involved in
causes (55% of Hispanics and 54% of afri-
Not Involved Involved
can americans, vs. 46% of caucasians), and (not very/not at all) (very/somewhat)
to have been actively involved in supporting
causes when growing up (40% of Hispan-
ics and 45% of african americans, vs. 32% of
Cause Beliefs
caucasians).
African
Caucasians Americans Hispanics Strongly/Somewhat Agree

76% 79% 78% I believe everyone can make a difference by supporting causes

76% 78% 78% Supporting a cause can give you a sense of purpose and meaning in your life

74% 73% 77% Supporting causes makes me feel good about myself

61% 69%* 70%* Supporting causes makes me feel like I am part of a community

46% 54%* 55%* It is important to me that my family is involved in causes

32% 45%* 40%* I was actively involved in supporting causes when I was growing up


types of Behavior Changes types of Behavior Change as Result of Cause Involvement
Vary across ethnicities
In addition to making people feel good about Types of Behavior Change as Result of Cause Involvement
themselves and giving them an increased
sense of purpose and meaning in life, study Went to see
Changed Became a doctor Changed the
results show that cause engagement can recycling more energy or medical Became a way I behave
efﬁcient professional mentor towards others
actually trigger changes in behavior for those habits

who are engaged. about half of Caucasians, Caucasians Caucasians Caucasians Caucasians Caucasians
african americans and Hispanics (50%, 42%* 36%* 9% 8% 18%

54%, and 56% respectively) agree that they African African African African African
Americans Americans Americans Americans Americans
have changed their behavior as a result of 34% 28% 15%* 16%* 25%*
cause involvement, with some differences
Hispanics Hispanics Hispanics Hispanics Hispanics
among ethnicities in the types of behaviors 35% 29% 9% 8% 24%*
most often changed. african americans
and Hispanics are significantly more likely
than caucasians to agree that they have
changed the way they behave toward others
(25% and 24%, vs. 18%), while caucasians
are significantly more likely to have made
environmental behavior changes (e.g.,
changing recycling habits, becoming more
energy efficient). and african americans are
significantly more likely than either caucasians
or Hispanics to have visited a doctor or
medical professional as a result of their
involvement in a cause (15%, vs. 9% each).


Involvement with Specific Causes
Involvement with Specific Causes
Supporting Our troops, (very or somewhat involved)
Feeding the Hungry and
Health-Related Causes Supporting our troops
40%
38% Pro-life
19%
19%
Receive greatest Support 37% 24%

across ethnicities Feeding the hungry
38%
46% Prostate cancer
15%
20%
38% 19%

overall, americans of all ethnicities are in 30% 13%
Breast Cancer 40% Childhood obesity 24%*
agreement when it comes to the causes 34% 23%*
in which they are most involved, with 29% 11%
Heart disease and heart health 30% Haiti relief 25%*
supporting our troops, feeding the hungry
31% 20%*
and health-related causes (e.g., breast cancer, 24% 14%
heart disease) topping the list. However, Diabetes 34%* Tea party movement 9%
32%* 18%
african americans and Hispanics are
24% 11%
significantly more likely than Caucasians to Global warming 25% Autism 15%
be involved in several key issues, including 31% 20%

diabetes, domestic violence, bullying, 21% 12%
Drunk driving 29% Gay marriage 11%
childhood obesity, Haiti relief and HIV/aIDS. 25% 19%*
17% 9%
Domestic violence 28%* HIV/AIDS 24%*
27%* 21%*
18%
Bullying 24%*
27%*

Caucasians African Americans Hispanics

“african americans and Hispanics are significantly
more likely than caucasians to be involved in several
key issues, including diabetes, domestic violence,
bullying, childhood obesity, Haiti relief and HIV/aIDs.”

Which cause is perceived to be the most Prominent Causes in 2011
Prominent Causes in 2011
prominent in 2011? according to caucasians
and Hispanics, supporting our troops will Caucasians African Americans Hispanics
remain the most prominent issue during this Supporting our troops (41%*) Childhood obesity (37%*) Supporting our troops (30%)
year, while for african americans, childhood Feeding the hungry (31%*) Supporting our troops (33%) Global Warming (28%)
obesity ranks higher. Bullying (29%) Breast cancer (32%*) Bullying (26%)

Tea party movement (29%*) Feeding the hungry (32%*) Gay Marriage (25%)

Global Warming (25%) Bullying (31%) Breast cancer (24%)

Childhood obesity (25%) Global Warming (25%) Feeding the hungry (24%)

(Only top six causes shown)


african americans more Willing Willingness to Display Support
to Display Support of Causes
When it comes to displaying their support for
a cause, african americans are significantly

more willing to show their support than
Caucasians and Hispanics (72%, vs. 57% and
62% respectively). Wearing a cause ribbon or
pin and wearing the color of the cause on a
special day are on top the list of ways african
americans say they would show their support.


Demographic Trends: cause engagement by Generation

Personal Word-of-mouth, tV
Still Inform Cause engagement
most across generations
Despite the growing popularity of social Sources of Information about Causes
media as means of engaging with causes
Gen Y Gen X Baby Boomers Silent Gen
today, americans still look to personal
Family (48%) TV program or news story (56%) TV program or news story (70%*) TV program or news story (70%*)
communication with friends and family as
Friends (46%) Friends (47%) Newspaper articles (56%) Newspaper articles (65%*)
well as traditional media when learning
TV program or news story (45%) Family (45%) Friends (45%) Friends (45%)
about and telling others about causes. While
Website (38%) Website (43%) Family (45%) Family (38%)
Generation Y is significantly more likely
Social networks (32%*)/ Newspaper articles (41%) Website (36%) Magazine Article (37%*)
than its older counterparts to utilize social Newspaper articles (32%)

media to learn about causes, more than Social Media NET (35%*) Social Media NET (30%*) Social Media NET (21%) Social Media NET (13%)
4 in 10 americans age 18-29 still get their
information from family (48%), friends (46%) Social Media NET includes blogs and social networking sites
and TV (45%).

Generation Definitions:
• Gen Y: ages 18 to 29
• Gen X: ages 30 to 45
• Baby Boomers: ages 46 to 60
• silent Gen: age over 60


Offline exchange of Cause Ways People tell Others about Causes
Ways People Tell Others about Causes
Information Still Vital Baby
Gen Y Gen X Boomers Silent Gen
face-to-face, offline conversations appear
Tell me in person 56% 59% 65% 63%
to still be the way information about causes
is most often relayed among americans of
Forward me an email about a cause 29% 41% 41% 49%*
all generations, according to survey data.
nearly two-thirds of americans (62%)
Tell me over the phone 24% 29% 35%* 38%*
report that being told in person is the way
they are typically informed of causes and
social issues in which others want them Write me a personal email 19% 33% 28% 33%

to be involved. even among Generations
Y (ages 18 to 29) and X (ages 30 to 45), Send me information about a website to visit 24% 29% 27% 30%

who are significantly more likely than older
generations to report being sent messages or Invite me to join a cause on Facebook or another online social networking site 26% 26% 19% 14%

invitations via social media or text messaging,
more than half (56% and 59%, respectively) Send me a message on Facebook or other online social networking site to 23%* 23%* 14% 12%
add the cause logo or icon (like a ribbon) to my Facebook page or blog
report this face-to-face engagement as the
primary way they learn about causes. Tell me via text message 14%* 11%* 7% 3%

Tell me via instant message (e.g., AIM, Google Chat) 7% 8% 4% 3%

“Nearly two-thirds of americans report that
being told in person is the way they are
typically informed of causes and social issues
in which others want them to be involved.”


Social media: Beliefs vs. actions Online Support
Online Support

americans of all ages are in agreement that Strongly/Somewhat Agree

they can make a difference by supporting Online social networking sites, like Facebook, increase the visibility of social causes and issues
causes; however, they disagree in their
70%*
perception of the extent to which social 68%*
media can help accomplish this. When 60%
it comes to showing support for causes, 51%

generations X and Y subscribe more readily
Online social networking sites, like Facebook, allow people to support causes more easily
than Baby Boomers (ages 46 to 60) and
68%*
the Silent generation (age 61 and over) to
62%
the beliefs that social networking sites like 57%
Facebook help increase visibility for causes 43%
and help them get the word out about
causes more easily. Generations X and Y also I feel like I can help get the word out about a social issue or cause
through online social networks, like Facebook, Twitter and blogs
are significantly more likely to report that
55%*
they would support a cause online rather than 51%*
offline (36% and 37%, respectively). 37%
23%

I am more likely to support a cause online than ofﬂine Gen Y

37%* Gen X
36%* Baby Boomers
25%
17% Silent Gen


However, even for younger generations, “most Often” Ways of getting Involved
Top Six Ways of Being Most Often Involved
social media continues to remain relatively
low on the list of ways americans typically Baby
Gen Y Gen X Boomers Silent Gen
support causes. While Generation Y is
more likely than older generations to make Donating money 27% 39% 44% 50%*

use of promotional social media tools
Talking to others about it 31% 31% 33% 37%
(e.g., blogs, cause icons on social profiles,
cause groups) these still rank below more
Donating clothing, rewards points, 14% 22% 25% 31%
historically prominent types of engagement hair or other personal items
(e.g., donating, talking to others about social Learning more about the issue 15% 19% 21% 26%*
issues, volunteering, signing a petition). and its impact

Signing a petition for the cause 15% 17% 19% 24%*

Volunteering time (i.e., help-lines,
15% 17% 19% 16%
soup kitchens, mentoring, cleaning)

Social Media NET 21% 18% 14% 8%

Social media NET includes social media promotional activities (e.g., joining a
cause group, posting a logo to a social proﬁle or contributing to a blog).


Different generations, Online Support Fatigue
Different Drivers of Online
Cause Fatigue
“Cause Fatigue” Strongly/Somewhat Agree

social media users or not, study findings Emails about causes sometimes feel like spam

across all generations point to the potential 70%
72%
for online cause overload. More than 7 in 10 76%
report that emails about causes sometimes 76%
feel like spam. The silent Generation—which Everybody “likes” causes on Facebook, it doesn’t really mean anything
is significantly more likely than younger 60%•
generations to be told about causes by 56%•
44%
email—also is significantly more likely to say
39%
they receive too many emails about causes
I get too many emails and messages about causes now Gen Y
(55%). Generations X and Y are significantly
42% Gen X
more likely to believe that everybody “likes”
42%
causes on facebook and that it doesn’t really Baby Boomers
47%
mean anything. 55%* Silent Gen


gen X Strongest Believers in the Levels of Involvement
Level of Involvement

Power of Supporting Causes
Very Involved

More than younger and older generations,
“Generation X is the most
Generation X has the highest number of
people who report being very involved with concerned about family
9% 11%
causes. Generation X is also more likely to 8% 7% 6% involvement in causes;
believe that supporting causes provides a
sense of purpose and meaning in life and Americans Gen Y Gen X
Baby
Boomers
Silent Gen Generation Y reports
enhances the feeling of belonging to a
having the greatest
community. In addition, generation X is the
most concerned about family involvement involvement growing up.”
in causes. Generation Y, on the other hand,
reports having the greatest involvement
growing up.

Cause Beliefs
Cause Beliefs

Baby
Gen Y Gen X Boomers Silent Gen Strongly/Somewhat Agree

69% 79% 77% 78% I believe everyone can make a difference by supporting causes

69% 80% 77% 76% Supporting a cause can give you a sense of purpose and meaning in your life

69% 78% 73% 73% Supporting causes makes me feel good about myself

58% 68% 64% 62% Supporting causes makes me feel like I am part of a community

48% 55% 48% 43% It is important to me that my family is involved in causes

41% 36% 36% 31% I was actively involved in supporting causes when I was growing up


Dynamics of Cause Engagement - Final Report

Dynamics of Cause Engagement - Final Report

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