Dynamics of Cause Engagement
Ogilvy Public Relations Worldwide and Georgetown University’s Center for Social Impact Communication developed this study with the objectives of showcasing trends in cause involvement and evaluating the role of a variety of activities in fostering engagement. An online survey was conducted by TNS Global among a nationally representative sample of 2,000 Americans ages 18 and over. The survey was fielded November 30 to December 22, 2010, and has a margin of error of +/-2.2% at the 95% confidence level.
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Fact Sheets & Related Media
Slacktivists Doing More than Clicking in Support of Causes (11/28/11)
Related media:
- Why Slacktivism is Underrated (Mashable)
- Unraveling the Myth of Slacktivism (Razoo)
- Social media and fundraising: One thousand points of "like" (The Economist)
Involvement in Causes Can Trigger Individual Behavior Changes (6/30/11)
Personal Word-of-Mouth, TV Still Inform Cause Engagement Most Among Generation Y (6/13/11)
Related media:
- Blog post: Understanding the Millennial Mind
- Blog post: Personal Communication Still Drives Word of Mouth on Causes
- Social media not top source for cause engagement, study says (PRWeek)
Social Media Plays Greater Role in Cause Engagement For African Americans and Hispanics (5/31/11)
Related media:
- Blog post: The Link Between Family & Cause Involvement
- Blog post: How alike and different are Caucasians, African Americans and Hispanics when it comes to supporting causes? (Ogilvy Social Marketing exChange)
- Engagement With Causes on the Web Varies by Gender, Ethnicity (TIME.com)
- Hispanics and Blacks More Likely Than Whites to Support Causes Online (Chronicle of Philanthropy)
- Latinos Most Likely to Support a Cause Online, But Support May Not be Worth Much (Fox News)
Women Are Strongest Believers in the Power of Supporting Causes (5/16/11)
Related media:
- Women are Strong Believers in Supporting Causes (Technorati)
- Cause Engagement and the Sexes: New Study Provides Insight (USA Today)
- Men and Women Differ in the Causes They Support on Social Media (Chronicle of Philanthropy)
- Social Cause Social Media: Silver Bullet or Spam? (Forbes.com)
Supporting Our Troops and Feeding the Hungry are the Top Causes for Americans (5/3/11)
Related media:
- Blog post: Timely Cause Concerns for Americans
- Blog post: Supporting Our Troops and Feeding the Hungry are Top Causes for Americans (Ogilvy Social Marketing exChange)