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Chapter 23 cause related marketing is more than money

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Chapter 23: Cause Related Marketing is More Than Money
It is not uncommon to see cause related marketing in the course of daily life from
large forums like the NFL’s A Crucial Catch campaign for Breast Cancer Awareness
month to Yoplait’s partnership with Susan G. Komen. CRM markets a brand, company,
product or service by connecting it with a social cause. This type of agreement was
once considered a niche marketing ploy but today is a mainstream strategy to
demonstrate corporate social responsibility. These types of campaigns are beneficial to
both the nonprofit and the corporation for very different reasons. The nonprofit garners
support, funds and awareness for their cause while the corporation reaps the benefits of
enhanced reputation, financial gains, and customer loyalty. Aldous (2011) further
clarifies that a corporation, “can be a tremendous resource in helping to secure and
generate other mission-critical assets, such as budget-relieving in-kind, media and
technical expertise” (p. 377). In-kind contributions such as airlines, travel and hotel
accommodations lessen the burden of costs associated with running a non profit
organization. Free media coverage such as websites, TV and radio stations can be a
huge advantage to bringing awareness to a cause. The technical expertise of a
corporation can be a key component to any campaign. These additional benefits can
be even greater than the financial contribution from the CRM campaign.
The nonprofit sector of Ventura County could greatly benefit from cause related
marketing campaigns in order to gain resources and bring a greater awareness to their
cause. Local businesses and nonprofits could both benefit from the joint venture of a
CRM campaign. For example, the Humane Society of Ventura County could work
together with a local pet supply store like the Ventura Pet Barn. Maybe the pet supply
could donate a small bag of food to the humane society when a customer buys 2 or
more large bags. Or the pet supply could donate a toy for every toy purchased. Ideally
this would increase sales and the reputation of the pet store while bringing donations
and awareness to the humane society. If a local pet supply store was not an option
then maybe a larger chain such as Petsmart or Petco would be a better corporate
partner in a CRM campaign. The humane society would likely further benefit from
media attention from the company’s website and other marketing abilities. The
possibilities of mutually beneficial cause related marketing campaigns are endless but
the effectiveness of these ventures should not be underestimated by the nonprofit
sector of Ventura County.

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Chapter 23: Cause Related Marketing is More Than Money It is not uncommon to see cause related marketing in the course of daily life from large forums like the NFL’s A Crucial Catch campaign for Breast Cancer Awareness month to Yoplait’s partnership with Susan G. Komen. CRM markets a brand, comp ...
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