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«It is no secret that integrated marketing communication has embraced social media; most notably this is true with organizations involved in cause ...»

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There is indisputable evidence that Millennials claim to be socially conscious and brand loyal to companies that are aligned with causes that they support. In an effort to engage these consumers, a large number of brands are reaching out to these young consumers where they can most likely find them – on Facebook. A social media strategy enables the brand to be part of an active community and constantly connect with consumers at their convenience in a creative manner.

However, while the jump to social media seems like an obvious tactic, additional Cone research determined that the most generous Millennials (more than nine out of 10 respondents) actually prefer to receive information from organizations via email, with Facebook coming in a distant third, behind even print communications (Millennial Donor Study, 2010). There is concern that Millennials will become jaded by businesses that do not live up to their cause marketing claims, but cause marketers should also be cautioned that too many causes online may also spoil their efforts.


Cone. (2006). The Millennial Generation: Pro-Social and Empowered to Change the World. Boston:

Cone, Inc.

Cone. (2009). Consumer new media study fact sheet. Boston: Cone, Inc.

Cone. (2010). Cause Evolution Study. Boston: Cone, Inc.

Daw, J. (2006). Cause marketing for nonprofits: partner for purpose, passion and profits. Hoboken, NJ:


Howe, N. & Strauss, W. (2000). Millennials rising: The next great generation. New York: Vintage.

Mahoney, S. (Apr 16, 2010). Walmart. ASPA launch facebook effort. Media Post News.

Millennial Donor Study. (2010). Millennial donors: A study of millennial giving and engagement habits.

Achieve and Johnson Grossnickle Associates. Retrieved from millennialsdonors.com Target, Inc. (February 1, 2010). Super love sender launches on Target facebook page in celebration of Valentine’s Day and the big game. Press release. http://pressroom.target.com/pr/news/super-lovesender.aspx?ncid=24571 Target’s cause marketing facebook results. (2010). Cause integration. http://www.causeintegration.com Wong, E. (3 Aug. 2009). Dawn eyes facebook for cause marketing. Brandweek.

Youn, S. & Kim, H. (2008). Antecedents of consumer attitudes toward cause-related marketing. Journal of Advertising Research, 48 (1).

64 Journal of Marketing Development and Competitiveness vol. 5(6) 2011

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