“That gap represents an open door to student acquisition for brands that understand that cause marketing is about enabling students to give to the causes they value,” says Tissla CEO, Tom Unger.
San Francisco, CA (PRWEB) May 25, 2010
Tissla (formerly AllDorm), a marketing and advertising agency specializing in the college space today announced both a new name and the results of a survey conducted in partnership with Ypulse Insights, a division of Youth Pulse, Inc. at the fourth annual Ypulse Youth Marketing Mashup event.
In a scientific online survey of 1,028 college students commissioned by Tissla, Ypulse Insights found that the stereotypes of Greek life are of less relevant to college student’s social experience than strong social cause campaigns that leverage their association with student groups.
Survey results showed that 80% of college students are members of student groups. In fact, an equivalent number of students are a member of a religious group as are a member of fraternities or a sororities. Career-related groups ranked highest with one-quarter (25%) of students belonging to one, closely followed academic and sports clubs.
Additionally, a further four out of five (80%) college students has recently engaged in a charitable activity. Indeed, 83% declared themselves more likely to buy brands that support charities and social causes, and an impressive 90% said they would be willing to buy products from a brand if it offered ways for their student group to generate funds for a charitable cause.
Less than a quarter, however, were aware of any campus-present brands donating to charity either directly or through students.
“That gap represents an open door to student acquisition for brands that understand that cause marketing is about enabling students to give to the causes they value,” says Tissla CEO, Tom Unger. “This belief that students are more activist than slactivist is central to the strategic recommendations we deliver to our clients. To partner with them in helping the causes they care about is to forge a deep connection that will ultimately result in them becoming consumers of your brand.”
Finally, 80% described themselves as frustrated that their finances limited their charitable giving; they would be willing to donate their time, or take digital action such as posting to Facebook in aid of a cause.
Their message? Don’t just save the planet, help your audience save their planet by working with student groups on campus.
About Youth Pulse Inc.
Youth Pulse Inc is the leading authority on tween, teen, college and young adult insights for marketing, brand and media professionals, providing news, commentary, events, research and strategy. Our integrated platform comprises a web site (http://www.ypulse.com), a daily newsletter, annual conferences (http://www.mashup.ypulse.com) and a proprietary online research community (http://www.surveyu.com). Youth Pulse offers insights, resources, & community to those who market to and work with youth--and who wish to reach them in an authentic manner. To learn more about Tissla visit (http://www.tissla.com).