YouSigma- the web's most extensive resource for information
America Express Cause Marketing

Go to Home Page

Tell Your Friend About This Website!

Download PDF Version

American Express Company pioneered cause marketing when it sponsored the renovation of the Statue of Liberty. This effort raised $1.7 million for the renovation, increased card usage among cardholders, and attracted new cardholders. In 2001, U.S. companies raised more than $5 billion for causes they champion. It is estimated that cause marketing will raise over $8 billion in 2006.

Companies can learn from this example, and understand the importance of cause marketing benefits companies as well as causes. So if you run into a “Boy or Girl Scout” selling cookies to support “a cause” do not be surprised.

Research indicates that 92 percent of U.S. consumers say they have a more favorable opinion of companies that support causes. Also, 84 percent of consumers say they will switch to a brand or retailer that supports a good cause if the price and quality of brands or retailers are equal. In short, cause marketing may be a valued point of difference for brands and companies, all other things being equal.

Cite this as:

YouSigma. (2008). "America Express Cause Marketing." From

About YouSigma

Find charities worthy of your support and donate

Copyright and Disclaimer Iridium rentals