More than four in 10 women (43%) prefer to purchase products that donate a portion of their proceeds to good causes over brands that donate set amounts, according to The Integer Group and M/A/R/C Research. This is because women prefer the immediate gratification that comes with purchasing a product that supports a cause.
Men and women have distinctly different reasons for donating money to support a cause or charity. Women are motivated by emotional or personal relevance. This means organizations need to focus on messages that evoke emotion, such as a daughter supporting breast cancer research because her mom battled the disease.
In general, women find disease prevention the most compelling cause to support, followed by social issues, faith-based initiatives, animal welfare, and child welfare.
Men, comparatively, tend to be more pragmatic and rational when it comes to supporting organizations, preferring to donate a set monetary figure to a specific organization.
Sources: The Checkout, M/A/R/C Research, Randy Wahl, EVP of Advanced Analytics, 1660 N. Westridge Circle, Irving, TX 75038; randy.wahl@marcresearch.com; www.marcresearch.com
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