When choosing between two companies that each benefit a cause and sell the same product, similar in price and quality, Americans would rather support a company that: 54% Supports a cause that is relevant to them vs 46% Supports a cause where it can have the greatest positive impact based upon the nature of the business. 61% Make a long-term commitment on its own to a focused issue it will support over time vs 39% Allows them to choose which causes it will support this month or this year (e.g., by voting for the issue/nonprofit). 53% Allows them to impact the donation by tying it to a purchase vs 47% gives a lump financial donation to the cause of out [the company’s] pocket.

2010 Cone Cause Evolution Study, Cone LLC