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About us FEB Research / FEB FEB Research Institute (FEBRI) Research programme Marketing Research

Workshop cause marketing

Workshop 'How effective charity-company collaborations are created and why people donate to nonprofit organizations'

Het Kasteel, Melkweg 1, Groningen, the Netherlands
Friday, November 8, 2019


For whom?

The workshop is open to scholars from the various disciplines. Moreover, we cordially invite practitioners (e.g., marketeers from forprofit, and nonprofit sectors) to attend. To increase interaction between scholars and practitioners, we will organize a speed dating session. Workshop language will be English.


Currently, there is an increasing demand from the public for commercial organizations to be more engaged in Corporate Social Responsibility. One of the things companies do is to set up a collaboration with a charity. For example, in cause-related marketing (CM) campaigns, companies make a donation every time a certain product is sold. Companies hope to “do well by doing good” with such CSR campaigns.

To understand how these collaborations work best for both the company as well as the charity it is necessary to better understand the motivations of people to buy at CM investing companies, but also why people engage in moral behavior like donating to charities in the first place. These questions have been studied in the field of psychology, marketing, as well as behavioral economics. Each of these disciplines take their own perspectives and use their own methods, yet the topic of research is the same. For example, marketing research focuses on the drivers of CM effectiveness, e.g. the influence of the donation amount on the company’s return. Their main finding that consumers might respond to the donation irrespective of the actual donation amount can be used by companies to increase their return on investments from CM. This, however, is not in the interest of charities that are dependent on the overall amount donated.

While marketing research most often focuses on the company’s side, psychology and behavioral economics more often take the perspective of the donor and/or the charity. Unfortunately, there is not much contact between the various disciplines, while CM campaigns by definition consists of the three stakeholders companies, charities, and consumers/donors. The aim of this workshop is to bring together scholars and practitioners from various disciplines.

Workshop fee

The attendance fee is 20 Euro (including lunch). The workshop dinner is optional (40 euro). Registration has been closed.
Please contact Marijke Leliveld (m.c.leliveld if you have any questions.

Programme November 8 (preliminary - speakers are confirmed)

9:45 - 10:30 hrs. Welcome reception
10:30 - 11:00 hrs. Daniel Västfjäll
Linköping University, Psychology
The power of a picture: Emotion, images and giving
11:00 - 11:30 hrs. Christina Schamp
University of Hamburg, Marketing
The Impact of Cause-Related Marketing Promotions on Brand Sales and NGO Donations
11:30 - 11:45 hrs. Coffee break
11:45 - 12:30 hrs. Maja Adena
Social Science Research Center Berlin, Behavioural economics
Does online fundraising increase charitable giving? A nation-wide field experiment on Facebook video fundraising
12:30 - 13:15 hrs. Lunch
13:15 - 14:00 hrs. Poster session
14:00 - 14:30 hrs. Jan Schmitz
Radboud University, Behavioural economics
Is competition between charities a zero sum game? The effect of competition between charities on giving behavior
14:30 - 15:00 hrs. Marijke Leliveld
University of Groningen, Marketing
When the Face of Need Backfires: The Impact of Facial Emotional Expression on the Effectiveness of Cause-Related Advertisements
15:00 - 15:15 hrs. Coffee break  
15:15 - 15:45 hrs. Stephan Dickert
Queen Mary University London, Marketing; University of Klagenfurt, Psychology
Perception of victim numbers in donation decisions
15:45 - 16:00 hrs. Discussion (and coffee)
16:00 - 17:15 hrs. Speed dating session
17:15 - 17:30 hrs. Closing
18:30 - 20:30 hrs. Workshop dinner (optional – Euro 40)

Call for abstracts

We cordially invite abstracts for poster presentations on any interesting topic related to the aim of the workshop. Completed manuscripts are not required. Information that must be included in the submission of a poster:

  • The list of authors, including which author will be the corresponding author, and which author will present the poster.
  • The email address for the corresponding author
  • The title
  • A up-to-250-word text abstract.

Deadline: September 22, 2019. Submissions can be send to m.c.leliveld

Travel grants

We are pleased to announce that two IAREP student travel support grants (max. 200 Euro each) are available for graduate students to attend the workshop “How effective charity-company collaborations are created and why people donate to charities”. These travel grants are meant to cover (part of) the travel and lodging costs for (international) graduate students. Note that the registration fee for the recipients will be waived.

To apply for the travel grant, send in a 1-page letter of motivation and your CV to m.c.leliveld . Submission deadline is September 22, 2019. We will evaluate the submissions and inform the recipients by the end of September.

Contact information

If you have any questions about the workshop, please contact dr. Marijke Leliveld ( M.C.Leliveld ). We look forward welcoming you in Groningen!

Organizing team

Marijke Leliveld
Jan Schmitz
Daniel Västfjäll


UG Centre for PPE
Marketing department UG

Last modified:08 November 2019 09.55 a.m.