Marketers, Nonprofits Grapple With Definition of Cause Marketing - GoodWorks - Advertising Age

Marketers, Nonprofits Grapple With Definition of Cause Marketing - GoodWorks - Advertising Age: "Cause marketing spending is projected to reach $1.57 billion this year, according to the IEG Sponsorship Report. And it's more powerful and effective than ever in this economy. According to Performance Research, 41% of U.S. consumers believe companies can best improve brand perceptions by increasing their cause sponsorships -- for the first time surpassing sports and arts/cultural categories as ways to boost consumer opinion."