| ign="center"> | | | | a good cause, while only 33 percent said they are |
| Does your company sell products that make your | | | | aware of a brand that actively supports a good |
| customers giddy? Does it offer services that | | | | cause, down from 39 percent in 2007. So just |
| none of your competitors can best? Are your | | | | supporting a cause is not enough. CRM is entirely |
| products always trendy and on the cutting edge | | | | quid pro quo. Therefore, if you want to benefit |
| of technology? Well, good for you - but your | | | | from the partnership, you have to ensure that it |
| customers don't care. Great products and service | | | | is publicized as extensively as possible. |
| might work for a single sale, but if you want a | | | | So, you have decided that CRM makes perfect |
| long-lasting relationship with your customers, your | | | | sense for your business and you want to go |
| company needs something more than just a | | | | ahead with it but you don't know what cause to |
| corporate identity. It has to have a heart. | | | | support. What do you do? Well, there aren't any |
| In today's socially-conscious world, consumers | | | | hard-and-fast rules for choosing a cause but there |
| have more respect for and are more inclined to | | | | are some tips that might help you. |
| buy from a company that proves that it is | | | | ⢠Choose a cause that you and your |
| conscious of its social responsibilities and is taking | | | | employees believe in. Cause marketing works |
| steps to fulfill them. According to an Edelman | | | | best when you do it from your heart and |
| Goodpurpose study conducted in 2008, 71 | | | | choosing a cause that really matters to you will |
| percent of consumers globally said despite the | | | | make all the difference. |
| recession they have given just as much, or more, | | | | ⢠Choose a cause that is related to your |
| time and money to causes they deem worthy. | | | | business. This way it is easier for consumers to |
| More than half of the 6,000 consumers surveyed | | | | associate your business with the cause and it will |
| said even in the midst of a recession they would | | | | also help reinforce your brand. For example, |
| be prepared to pay more for a brand if it | | | | Procter & Gamble's Olay brand and the American |
| supported a good cause and more than | | | | Society for Dermatologic Surgery joined hands |
| two-thirds said they would be willing to pay more | | | | for a nationwide free skin cancer screening. |
| for eco-friendly products. This shows that success | | | | Besides spreading awareness, their goal was also |
| will continue to elude you unless you show that | | | | to help women take preventive measures to |
| you care about the world in which we live. | | | | avoid skin cancer. This partnership was supported |
| Surprisingly, this is not as difficult as it may sound. | | | | by âDesperate Housewivesâ |
| Enter Cause-Related Marketing. | | | | star Marcia Cross and as a result, they received |
| Cause-Related Marketing (CRM) is defined as the | | | | immense PR that attracted 9,000 women to the |
| public association of a for-profit company with a | | | | program. |
| nonprofit organization, intended to promote the | | | | ⢠Iron out all the wrinkles. Give-and-take is |
| company's product or service and to raise money | | | | the foundation of CRM. Therefore, a fixed |
| for the nonprofit. CRM is generally considered to | | | | decision on how the non-profit can help increase |
| be distinct from corporate philanthropy because | | | | the visibility and brand awareness of your |
| the corporate dollars involved in CRM are not | | | | business and vice versa should be made before |
| outright gifts to a nonprofit organization, hence | | | | you go public. Negotiate and decide on joint |
| not tax-deductible. | | | | promotions, publicity campaigns, give-aways, |
| For example, General Mills launched the | | | | sponsored events and any other way of getting |
| âBox Tops for Educationâ | | | | the most out of this partnership. |
| campaign in 1996. Each box top is worth 10 cents | | | | ⢠Prepare a marketing campaign with a |
| and people are encouraged to cut them out and | | | | persuasive call-to-action. The ultimate success of |
| send them in. After the collected Box Tops are | | | | your partnership lies with the consumers. |
| sent in to General Mills, each school enrolled in this | | | | Therefore, your campaign should involve the |
| program receives a check for an amount not | | | | consumers and persuade them to take some |
| exceeding $60,000 per year to spend on anything | | | | action. An excellent example is the affiliation of |
| they choose. Thousands of schools have used the | | | | Lay's and the Make-a-Wish foundation. They |
| money from Box Tops for Education to purchase | | | | launched a program called âShare the |
| items such as computers and computer software, | | | | Joyâ asking people to share their special |
| library books, art supplies, and playground | | | | moments on For every moment of joy, Lays |
| equipment. To date, this campaign has helped | | | | donated $1 to the foundation. Additionally, during |
| schools earn more than $250 million over the past | | | | the promotion period, Lay's came out with |
| 12 years. | | | | specially-marked bags of chips. For every |
| It does not matter what cause your business | | | | purchase, Lay's donated $0.25 to the foundation. |
| supports. It can be anything from homeless | | | | Cause marketing is akin to killing two birds with |
| animals to AIDS but it is absolutely necessary | | | | one stone. Not only will your business receive |
| that people know about your cause. According to | | | | tremendous publicity, you will also be helping a lot |
| the aforementioned study, even marketers who | | | | of organizations and people that need all the |
| are deeply entrenched in cause marketing are not | | | | financial support and awareness that they can get. |
| doing enough to let consumers know about it. | | | | It is a complete win-win situation and an |
| Only 40 percent of global consumers said they | | | | opportunity that you should not miss. |
| are aware of any company that actively supports | | | | |