What are the goals that nonprofits perceive as achievable through cause-related marketing?
As shown in Figure 1, nonprofit organizations perceive that cause-related marketing can achieve the primary goals stated for a cause-related promotion or campaign. The goals evaluated are: increased awareness, significant donations from the brand, public donations of money, credibility of the cause, and public donations of time. While awareness and credibility are rated the highest, all of the objectives exceed the center point of the scale (3.5) in terms of being achievable through cause-related marketing (p0.05).
