CAUSERELATED MARKETING

1
CAUSE-RELATED MARKETING

• HOW TO REACH THE GOLD MINE

2
What is Cause-Related Marketing?

• It is technically a corporate marketing term, not
  a non-profit fundraising term.
• It is the public association of a for-profit
  company with a non-profit organization, intended
  to promote the companys product or service and
  to raise money for the non-profit.

3
How is CRM Different From Traditional Fundraising?

• We are trained to ask people and companies for
  money.
• With CRM, we are offering a company an
  opportunity to use our name and logo to improve
  their image to the public.
• Research is imperative.
• Creative marketing ability is an essential.

4
Is Your Agency a Good Candidate for CRM?

• The larger and more widespread your agency, the
  better candidate it is.
• Universal causes have more appeal.
• Children and health-related issues are the most
  attractive to the most companies.
• Having a board member or friend of your
  organization with a personal contact and passion
  is extremely advantageous.

5
Benefits of CRM

• Its a win-win situation for company,
  non-profit, and customer.
• Provides non-profit with superb marketing
  opportunities
• Gives the product an edge and increases sales
• Can provide avenues to many other sources.

6
The Role of Media in CRM

• Media involvement is the single most-important
  component of CRM.
• Few non-profits can offer valuable media.
• Those who do, however, can add value to the
  association and obtain greater involvement.
• Always investigate utilizing sponsors media.

7
Creating a promotion

• Choose prospective CRM partner.
• Discover marketing goals.
• Create a promotion.
• Sell it with passion.
• Follow-through
• Be ready for snags.