I found this fascinating quote today:
According to a 2009 Cone Communications survey, 85 percent of Americans say they have a more positive image of a product or company when it supports a cause they care about. More than half (52 percent) of Americans feel companies should maintain their level of financial support of causes and nonprofit organizations. Twenty-six percent of consumers revealed they continue to have high philanthropic expectations for companies, despite the current economic crisis; and they expect companies to give even more.Craig, Welcome to the social giving network, Dec 2009
You should read the whole article.