Innovative Approach Matches Business and Social Goals by Raising
Funds for Non-Profits Through Consumer Research Participants
HERSHEY, Pa.--(BUSINESS WIRE)--Sep. 14, 2009--
The Hershey Company (NYSE:HSY) announced that it is joining “Pause to
Support a Cause,” a major corporate social responsibility campaign being
launched today by the Chief Marketing Officer (CMO) Council, the U.S.
Chamber of Commerce and a host of leading non-profit charities.
The milestone campaign, which was developed by Ed Martin, director of
international insights and new methods at The Hershey Company, has the
potential to direct as much as 10 percent of the $18.9 billion
corporations spend on consumer research worldwide to thousands of
non-profit organizations in need of funding and support. Martin has been
working on this new model of fundraising for more than three years.
“We are all keenly aware of the impact the recession has had on many
charities and, at the same time, the growing social needs of families in
distress here and around the world,” said Michele Buck, chief marketing
officer at The Hershey Company. “That’s why this is the perfect moment
to launch Pause to Support a Cause, because it addresses a major
business issue, while also providing a great channel for people to
further support the causes they care about through the gift of their
time.
“Ed’s work is already helping our company’s global consumer research,
while also making a positive difference in our communities. I know that
many Hershey employees will use Pause to Support a Cause as either a
business tool or on behalf of a personal cause.”
Through Pause to Support a Cause, people can trade a little of their
time to take research surveys about a variety of products and services.
These consumer insights assist companies in understanding consumer
attitudes and opinions. In return, a donation will be sent by the
company to the charity designated by the person taking the survey.
Charities will reach out to their supporters all over the world to share
this new approach of driving critical funding into their specific
organization. Financial incentives normally used to drive participation
in traditional research panels will be replaced through donations to
charities designated by individuals. For more information, please see www.surveyforgood.org
Commented Charles Best, Founder and CEO of DonorsChoose.org,
“DonorsChoose.org lets anyone be an education philanthropist, even if
they have just $1 to give. In the same vein, Pause to Support a Cause
lets anyone make a difference, even if they have just a few minutes of
time to contribute. Given that resonance, we’re thrilled to be
partnering with Pause to Support a Cause.”
Mary R. Galinski, Founder & President, Malaria Foundation International,
commented, “The Malaria Foundation International is thrilled to
participate in Pause to Support a Cause as a means to reach out to
millions of people and new supporters. Thanks to this exciting and truly
innovative project, people will be encouraged to ‘Pause’ and then see
the great impact they can have on the education of children around the
world with regard to malaria.”
Pause to Support a Cause will attract large numbers of people supporting
social causes who will share their ideas and opinions with companies.
Pause to Support a Cause is also expected to bring in the voices of
important consumer groups that may not be sufficiently attracted by
current research approaches. These groups include African Americans,
Hispanics and Millennials.
“As marketers, we spend a significant amount of money trying to
understand which products and services people like through consumer
research, focus groups and surveys,” said Martin. “With Pause to Support
a Cause, companies can get this crucial information while helping to
fund important initiatives that our consumers are excited about
supporting.
“Consumers who have an issue or cause they care deeply about can help to
fund those causes simply by taking an online survey. The company seeking
the research, the consumer and the charity all benefit from this
partnership.”
Led by the CMO Council, the global campaign has already attracted dozens
of respected organizations, including major non-profits, advertising and
marketing associations, and market research groups, as well as the
Business Civic Leadership of the U.S. Chamber of Commerce. Organizations
committed to the campaign include the American Red Cross, Children’s
Miracle Network, Special Olympics, March of Dimes, Malaria No More, Feed
the Children, Marine Toys for Tots Foundation, DonorsChoose.org,
American Kidney Fund and the Humane Society of the United States.
About The Hershey Company
The Hershey Company (NYSE: HSY) is the largest producer of quality
chocolate in North America and a global leader in chocolate and sugar
confectionery. Headquartered in Hershey, Pa., The Hershey Company has
long been committed to supporting programs that make a difference and
assist people in need. The Hershey Company and its employees provide
support for the United Way, Children’s Miracle Network and the Young
Survival Coalition, as well as global community programs to support
cocoa farmers and their families in West Africa, Asia and the Americas.
For more than 100 years, The Hershey Company has been a leader in making
a positive difference in the communities where we live, work and do
business. The Milton Hershey School, established by the company’s
founder in 1909, provides a nurturing environment, quality education,
housing, and medical care at no cost to children in social and financial
need. The School is administered by the Hershey Trust Company, Hershey’s
largest shareholder, making the students of Milton Hershey School direct
beneficiaries of Hershey’s success. Please visit us at www.hersheys.com
About the CMO Council
The Chief Marketing Officer (CMO) Council is dedicated to high-level
knowledge exchange, thought leadership and personal relationship
building among senior corporate marketing leaders and brand
decision-makers across a wide-range of global industries. The CMO
Council’s 5,000 members control more than $125 billion in aggregated
annual marketing expenditures and run complex, distributed marketing and
sales operations worldwide. In total, the CMO Council and its strategic
interest communities include over 12,000 global executives across 90
countries in multiple industries, segments and markets. Regional
chapters and advisory boards are active in the Americas, Europe, Asia
Pacific, Middle East and Africa. The Council’s strategic interest groups
include the Coalition to Leverage and Optimize Sales Effectiveness
(CLOSE), Brand Management Institute, and the Forum to Advance the Mobile
Experience (FAME). www.cmocouncil.org
Source: The Hershey Company
The Hershey Company
Kirk Saville, 717-534-7641
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