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"They will just wait for their Starbucks cards or their $10 or their $1 or in some cases $50 to roll in the door," Miller says. "Folks are actually making quite a lucrative haul from this, which of course skews the market research."
The council is hoping that the Pause to Support a Cause program will attract a different type of survey taker.
"I think that what we will get will be a predisposed audience who knows and understands that the gain that will be had by virtue of participating in the Pause to Support a Cause panel is going directly to a philanthropic organization of their choosing," Miller adds.
Any individual with a valid e-mail address over the age of 16 can register to become a member of the Pause to Support a Cause research panel. During registration, users are asked to select a charity to support and can update the selection at any time. Registered users can log in to view available surveys or promotional offers and sign up for those they'd like to participate in, generating money for their charity of choice. The donation from the sponsor corporation is done through Network for Good, and users can keep track of how many surveys they've taken and how much has been sent to their charities.
Organizations interested in being a part of the program should visit the site, click on the area designated for nonprofits and fill out the registration form. The form will then be sent to the CMO Council's executive team, which will vet the information and schedule a call with the organization.
"It's relatively quick and easy," Miller says. "We just want to be able to make sure that this is a designated and recognized nonprofit organization. We don't make any distinction between whether the beneficiaries of that charity are domestic or global. We also are not excluding religious-based organizations. We really are just looking for clear and evident designation of their nonprofit status."
The council has launched an extensive media campaign in consumer publications, trying to generate buzz for the program. It also plans to announce a creative-arts award campaign later this month to encourage aspiring film producers to create PSAs on behalf of the program, which media partners will then run to further promote the program.
"We're also going to be leveraging the power of the nonprofits themselves," Miller says. "So with the majority of nonprofits that we are working with, they are going to be reaching out to their existing donor base and letting them know that there is an alternate way to give to the charity by registering through the Pause campaign."
Miller says she hopes the program really shakes up the status quo of the market-research industry while pushing the limits of giving.
"My hope is that this is a program that is truly disruptive, and what I mean by that is we really want to change the way people view market research," Miller said. "We want to change the way people engage and lend their time to something like market research, and we want to be very disruptive in the way that people choose to give. We want to bring lots of money to these really incredibly worthy causes, and we want to bring some really great consumer insight to the table.
“We see a lot of room for some positive work out there,” he says. “So we're just hoping that by us stirring the pot we get it moving."
For more information, visit the Pause to Support a Cause Web site.
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