PUBLIC SECTOR: Charities and firms must better promote ties, says poll

Charities and companies need to do more work in promoting their partnerships, according to a report released this week.

In the report, by think-tank nfpSynergy, just 31 per cent of respondents could recall an occasion when a company had offered to donate to a charitable cause if their product was purchased.

Also, the survey, of 1,050 people conducted earlier this year, found women are most impressed by such partnerships. Of those who could recall a corporate charity tie-in, women were the most likely to remember.

The survey also found that in terms of both gender and social class C2/DE, women aged between 16 and 34 are most impressed by companies that team up with charities. The least impressed are ABC1 and C2/DE men aged between 35 and 54.

When respondents were asked to list charity and corporate tie-ups, the results show that retailers are the best at promotion, with Tesco, Sainsbury's and Asda topping the list.

Charities that chart well are Action Aid, which had a Christmas appeal with The Guardian, Comic Relief and Breast Cancer Awareness.

According to report author nfpSynergy's Joe Saxton: 'Public memory of corporate-charity tie-ins is respectable, though not brilliant.

'The good news is that women are more likely, not only to remember but also be impressed by such partnership, hence supermarkets and child and female cancer charities enjoying strong recall.'

The dominance of the retail sector in this area mirrors the findings of a report released last month by CSR body Business in the Community.

BITC head of cause-related marketing Sue Adkins told PRWeek that, while the retail sector dominates, she expects the motor and financial industries to become more involved in the future (PRWeek, 12 July).

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