New research says brand links provide way to grow coffers

Business in the Community says that more charities should seek link-ups with popular brands after new research revealed that people aren't donating as much to good causes because of financial pressures.

The annual research, which was commissioned by Business in the Community to assess the impact of cause-related marketing in 2002-3, showed that the number of people citing personal finances as a reason for not supporting a charity has doubled since last year.

Sue Adkins, director at Business in the Community, said the evidence showing that people have less money and time makes cause-related marketing an ideal channel for a charity looking to boost its donations and public profile.

"People now have far less time, but everyone is still exposed to brands and products on shop shelves during their day-to-day existence," she said.

"This makes cause-related marketing a logical way for charities to target those who don't feel they have the surplus funds to donate to good causes."

Full details of the research will be available at Business in the Community's Cause-Related Marketing Conference on 30 October in London.

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