For decades, the private sector and non-profit organizations have teamed up to advance their respective missions. The benefits that accrue to corporations when they strategically link themselves to non-profit organizations are many. While some support is driven purely out of altruism, most comes from a desire and need to grow brand awareness, gain market share, enhance employee engagement, and improve the bottom line. Companies recognize that consumers are more sophisticated than ever and to have an edge over the competition, a well-defined social responsibility platform is critically important. This fact is confirmed by the 2008 Cone Cause Evolution Study that revealed;
26% of consumers expect companies to give more support to causes and nonprofits in an economic downturn, while 52% expect companies to maintain existing programs. Another 79% of consumers said if price and quality were similar, they would switch to a brand associated with a good cause.