NEW YORK: The CMO Council along with partners including the US Chamber of Commerce and a number of nonprofit organizations have launched Pause to Support a Cause, a program that seeks to raise funds while also gathering market research for its collaborators.
The initiative will drive survey respondents and other research participants to www.surveyforgood.org, where they can register and select the nonprofit organizations they wish to support. Among those taking part are the American Red Cross, Special Olympics, and March of Dimes.
When consumers participate in market research linked to the initiative, a donation will be made to their selected nonprofit. Organizers suggested that the program could potentially direct 10% of the $18.9 billion spent on market research to nonprofits.
There is a nominal operational fee for companies to participate, but not the nonprofits.
“Over the years, it's been harder and harder to get people to stop and give their opinion,” said Ed Martin, director of international insights and new methods at Hershey's, which is a sponsor of the effort, along with Ford, Ipsos, and Farmers Group.
The campaign is being promoted through media outreach targeting publications such as Ad Age, events hosted by organizations such as The Advertising Research Foundation, and via the network of nonprofit supporters.
Martin said it has been difficult to reach certain groups to conduct research, such as African-Americans and Hispanics. This program will help to gather information from those groups. The nonprofit donation will also motivate respondents to take their time with the research.
“With a social contract, you're likely to be more thoughtful,” said Martin. “We want to improve the quality of the research as well.”