Money Where Their Mouse Is

Cone logo The recent 2009 Cone Consumer New Media Study delved into the relationship between new media consumers and corporate responsibility practices.  62 % of new media respondents believe that their engagement on new media impacts business decisions.  Also, though they believe that businesses and organizations should fundraise using new media, few have actually donated via the medium.

Posted Oct. 23, 2009
By Knowledge Leadership, Cone Inc.

Cone’s latest research, the 2009 Cone Consumer New Media Study,
shows consumers are actively engaging with companies and nonprofits
through new media channels … but are they putting their money where
their mouse is? The answer is divided.

When it comes to corporate responsibility practices, 62 percent of
new media users polled believe they can influence business decisions by
voicing opinions via new media channels. And although they report
contributing their point-of-view on an issue (24%) or contacting a
company directly to share feedback and grievances (23%), new media
users are equally or more likely to bypass dialogue and act with their

  • 30 percent indicate they have made a purchase based on POSITIVE information learned about a product, company or brand; and,
  • 23 percent indicate they have switched brands or boycotted a
    company based on NEGATIVE information learned about a product, company
    or brand.

Yet, in the area of cause, consumer engagement and awareness is not
fully translating into dollars. Although nearly eight-in-10 (79%) new
media users believe companies and nonprofits should use these channels
to raise money and awareness for causes, fewer than one-in-five (18%)
have made a donation.

And some argue that’s quite OK.

As’s nonprofit expert Joanne Fritz
points out, using new media is “about making friends, not getting
donations. If nonprofits focus on engagement first, the donations will
come.” A sentiment nonprofit blogger Nancy Schwartz shares, saying she sees new media as “more about friendraising than fundraising.”

Do you agree – is it sufficient that new media is driving powerful
awareness today, even if donations aren’t always quick to follow? Share
your point-of-view by casting your vote in our latest blog poll.

For more information about the study, read the press release and download the fact sheets.

No comments yet... Be the first to leave a reply!

Leave a Reply