Companies vary in how they communicate their corporate social responsibility (CSR) endeavors, either reporting the specific causes supported (e.g., “We support the American Lung Association, Kidney Foundation, and Multiple Sclerosis Society”) or mentioning the issue in general (e.g., “We support advancing health”). This study investigates which message strategy (general or specific) is more effective and shows that when companies donate to a single issue (e.g., health), a specific rather than a general message strategy produces more positive evaluations. This is because consumers trust companies more when they communicate their cause support with more specificity. However, when a company donates to a diverse set of issues (e.g., health, environment, and education), a boundary condition to the effect occurs. This research has important implications for managers’ decisions on how best to advertise their CSR efforts.

Introduction

Companies actively engage in corporate social responsibility (CSR) and often donate their resources—time, money, or products and services—to causes. In 2015, corporate donations to causes totaled $17.8 billion (Double the Donation, 2016). Research shows that CSR, including donations to causes, can improve relationships between the company and various stakeholder groups such as consumers, employees, and investors (Bhattacharya, Korschun, & Sen, 2009; Luo & Bhattacharya, 2006; Peloza, 2006; Sen & Bhattacharya, 2001). To benefit from these donations, companies need to disseminate information about the donations to their stakeholders, who are often unaware of their efforts (Pomering & Dolnicar, 2009). In general, companies can communicate information about their CSR activities through websites, social media, press releases, and promotional material, among other outlets. Given that stakeholders are often skeptical of CSR efforts, due to the positive impact of CSR on the company’s bottom line, companies must provide effective messages perceived as sincere and truthful to translate the CSR activities into firm benefits. To communicate CSR, companies can choose to adopt a general or a specific message strategy. With a general message strategy, companies do not advertise the specific cause or causes supported but only convey high-level information about their efforts, focusing on the overall issues they support (“We support the environment”).۲ For example, 34 Degrees advertises that “We support causes that fight hunger,” and Diet Coke advertises its support for “heart health programs.” By contrast, with a specific message strategy companies mention the individual cause or causes supported (e.g., “We support the Rainforest Alliance and Nature Conservancy”). For example, TJ Maxx advertises its support for Save the Children, and Hovis bread boasts support for the Royal British Legion’s annual Poppy Appeal. Companies have also used both types of campaigns over time. CVS has used a general message promoting how it is helping advance health and also a more specific message detailing its partnership with the American Lung Association. Wendy’s has used a general message promoting helping children in the community and has also run a specific message campaign featuring the Dave Thomas Foundation for Adoption. Because consumers do not spend a great deal of time or effort processing CSR information, conveying simple, general messages may be effective to garner attention. Indeed, many companies use general messages as a means to appeal to a diverse set of stakeholders (Scandelius & Cohen, 2016) and for marketing sensitive topics (Dickinson-Delaporte, Beverland, & Lindgreen, 2010). However, research in advertising suggests that specific messages are also favorable.