Good Scout Group Releases 2015 Cause Alliances Trend Report

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Ten industry trends that are already shaping the face of corporate/cause partnerships this year.

In 2014, consumers and corporations alike stepped up in a big way to donate, take action or challenge others to do the same. From ice buckets to epidemics, new causes demanded our attention while traditional fundraising tactics rose to levels not seen since before the Recession of 2008. This momentum and enthusiasm will continue into 2015 and beyond, according to Good Scout’s 2015 Cause Alliances Trend Report.

The report examines business and fundraising trends from both the corporate and nonprofit sectors, determining how the two will be making a greater impact on our collective community this year. Giving a nod to companies and causes that are leading the pack, and how such alliances will evolve moving forward, the trends touch on popular activities as well as the unexpected.

“With the growth of social gaming, ride-sharing and crowdfunding, it proves to us that despite technology, people still seek out people – online or offline,” states the 2015 Good Scout Cause Alliances Trend Report in reference to building Peer-to-Peer connections. For nonprofit and corporate social responsibility professionals seeking guidance on how to reinvigorate their partnerships, the report identifies other trending opportunities like:

1.    Data-Driven Cause Alliances

The usage of the data we produce and collect, and therefore how we translate that data, will become more important to building cause alliances in 2015.

2.    Importance of Storytelling

Storytelling is not a new concept to marketing, or even fundraising. However, the importance of storytelling and the components of what might be considered the “smarter story” is what we see as a trend for 2015.

3.    Emerging Industries

Certain industries, like shared economies, wearables, brick-and-mortar e-commerce and consumer healthcare, are growing at record rates, providing immense opportunities for cause alliances in 2015.

4.    Relevant Impact

Individual donors gravitate toward and appreciate the connection between action, impact and relevancy, while corporate partners consider it a “must-have” quality of a long-term nonprofit partner.

5.    Franchise Growth

Franchise corporations have long been great supporters of nonprofit causes. Unexpected franchise categories like healthy fast food, fitness & wellness and children enrichment franchisees are now on the rise, which present interesting national and local cause alliance opportunities.

“With local and global relevance, our 2015 Cause Alliances Trend Report arms industry professionals not only with what’s trending, but how to apply those trends to their partnerships and strategies,” says Brittany Hill, Vice President of Research and Insights at Good Scout. “As a best practice, we encourage the industry to assess cause alliances through a dual lens – from a business and philanthropic perspective. Trend identification and application should follow suit.”

To download the complete 2015 Good Scout Cause Alliances Trend Report, visit:

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Brittany Hill
Good Scout Group
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