Why you should partner with the Greater Chicago Food Depository
Businesses of all sizes play a significant role in funding our ability to provide food for more than 678,000 people each year. Cause-related marketing campaigns provide a valuable way to align your brand with the Greater Chicago Food Depository while showing your commitment to ending hunger.
The Greater Chicago Food Depository’s brand is among the most well-recognized and well-regarded in Chicago’s nonprofit sector. In a 2011 study conducted by Harris Interactive, Chicago-area donors rated the Food Depository first in Brand Quality among a competitive set of nine other local and national nonprofit organizations. The Food Depository was first in brand awareness among hunger-relief organizations—84 percent of respondents were familiar with the Food Depository, 30 percentage points higher than the next organization in the category. The Food Depository also was first in its category in “likelihood to donate” and “likelihood to advocate.”
Partnering with the Food Depository is good for your business. According to the 2004 Cone Corporate Citizenship Study:
- 91% of consumers have a more positive image of companies that support a good cause.
- 86% of consumers believe companies should tell them how they are supporting a social cause.
- 86% of consumers are likely to switch brands when a product is associated with a good cause.
- 79% of consumers are more likely to buy a product that is associated with a cause they care about.
- 77% of consumers believe cause marketing should be a standard part of a company’s activities.
FMI Survey of Supermarkets and Food Banks 2005.The Food Marketing Institute (FMI) surveyed its members, primarily grocers and wholesalers about their relationships with food banks. FMI found that of those who responded to the survey:
- 95% donate to food banks - money, product and in-kind support.
- 60% of companies with more than 50 stores rated hunger their top priority.
- 91% contribute to community food banks to help end hunger in their community.
- 86% donate to food banks to salvage unsaleable product.
- 40% rated hunger projects as their top priority.