CAUSE MARKETING TODAY

January 2016

It's the question every cause marketer is hard-pressed to answer: How big IS cause marketing, anyway?

The only year-by-year measurement source is IEG's annual sponsorship review and forecast. Here's the latest update:

Spending on cause sponsorship grew 4.0% to reach $1.92 billion in 2015, maintaining its 9% share of sponsorship spending, according to IEG. For 2016 they forecast overall North American sponsorship spending will be up 4.5% with cause growing by only 3.7% to hit $2.0 billion this year.

A deeper look at this statistics reveals that they understate cause-related activity.

"The slightly slower projected growth rate for cause sponsorships reflects the ever-changing mix in the way partnerships with causes are funded, specifically a small shift away from marketing-funded programs to initiatives more appropriate for CSR and philanthropic budgets," said Jim Andrews, IEG's senior vice president.

As Andrews astutely points out, the moving target that is cause sponsorship is a tricky one to calculate but IEG's annual report certainly provides a valuable benchmark.

For a look back to see how cause has fared since 2002, click here.

And, as an added bonus for you (or perhaps someone new to the industry), check out the recently updated "Statistics Every Cause Marketer Should Know"- our most frequently downloaded resource.

Wishing you a great 2016!

David Hessekiel

President

Cause Marketing Forum

P.S. Proud of your organization's cause-related accomplishments in 2015? Be sure to enter your best work in the Cause Marketing Halo Awards. The submission deadline is January 19, 2016 (you can enter as late as January 21 if you don't mind a late fee).

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January 28, 1:30pm ET

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SPECIAL 3-PART WEBINAR SERIES

Cause Marketing 101 Supercourse

Starting January 19
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