Guys Like Good Causes Too | npENGAGE

Guys Like Good Causes Too

By on Nov 22, 2010


eMarketer recently had an article called “Men Care About Causes Too” that highlights some new research.

Men Care About Causes TooA survey by PRWeek and Barkley found that 55% of male Internet users said they would pay more for a brand or product that supported a cause they cared about. 67% of respondents said they would try a new brand because of a cause.

A lot of cause marketing efforts have been focused on Generation X, Generation Y, and moms, but this shows that guys like good causes too.

The survey also revealed that the top causes men cared about were those that affect children followed by health and poverty related causes.

The article also noted that 68% of marketers said they had no plans to target men because of their perceived indifference and the greater importance of causes to women. Seems like a big missed opportunity to me.


Steve MacLaughlin is the Vice President of Data & Analytics at Blackbaud and bestselling author of Data Driven Nonprofits.

MacLaughlin has been featured as a fundraising and nonprofit expert in many mainstream publications, including The New York Times, The Washington Post, The Los Angeles Times, The Boston Globe, The Chronicle of Philanthropy, USA Today, The NonProfit Times, Stanford Social Innovation Review, Bloomberg, and has appeared on NPR.

He is a frequent speaker at events including the Association of Fundraising Professionals (AFP), Association for Healthcare Philanthropy (AHP), American Marketing Association (AMA), Council for Advancement and Support of Education (CASE), Direct Marketing Fundraisers Association (DMFA), Giving Institute Summer Symposium, National Association of Independent School (NAIS), Nonprofit Technology Conference (NTC), Institute of Fundraising National Convention (United Kingdom), Civil Society Conference (Netherlands), International Fundraising Congress (Netherlands), Ask Direct Fundraising Summer School (Ireland), and a keynote speaker at several conferences across the social good sector.

Steve previously served on the Nonprofit Technology Network (NTEN) Board of Directors and is currently an adjunct faculty member at Columbia University.

He is a frequent blogger, published author of a chapter in the book People to People Fundraising: Social Networking and Web 2.0 for Charities, and is a co-editor of the book Internet Management for Nonprofits: Strategies, Tools & Trade Secrets. His latest book, Data Driven Nonprofits, became a bestseller in 2016.

Steve earned both his undergraduate degree and a Master of Science degree in Interactive Media from Indiana University.

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