A recent study by strategy/communications agency Cone LLC indicates that “83% of US consumers have a more positive image of a product or company when it supports a cause they care about”. Even more compelling, the Cone study reveals, “The “88% of Americans say it is acceptable for companies to involve a cause or issue in their marketing, 85% of consumers have a more positive image of a product or company when it supports a cause they care about, and 90% of consumers want companies to tell them the ways they are supporting causes.”

Given those statistics, it is truly amazing how few businesses-large or small-take advantage of this opportunity.

Sure, some businesses might prefer their act of charity to be about the charity and somehow benefiting from such a gesture is wrong. And it’s quite possible most businesses don’t realize the newsworthiness or marketing potential of their generosity. Whatever the reason, if you actively support a cause or charity and are NOT making it part, you’re missing out on a golden opportunity to market your company and, most importantly, the cause.

That’s right. While it may seem like blowing your own horn by issuing a press release or adding language to your Web site or collateral material, you’re actually bringing attention to the cause. Perhaps you’re even speaking to people who your chosen cause has affected in one way or another. And that’s a very effective way to attract a new and sure-to-be loyal customer.