Category: Marketing

Cause Related Marketing

Cause Related Marketing (CRM) is a marketing tool used by nonprofit organizations and companies. This mutually profitable strategy benefits the charity financially from the sale of specific products. The nonprofit carries a much smaller logo while the company encompasses a larger logo which makes them look as though they are supporting a worthwhile charity, project, or cause. Basically, this type of fund raising aligns companies with causes. It is a way for companies to merge profit with passion. CRM can mirror a company’s values, beliefs and integrity.

CRM was first used by American Express in 1983 to help restore the Statue of Liberty. American Express donated $ .01 toward the restoration of the Statue of Liberty every time a card holder used their American Express card. This type of CRM helped raise millions of dollars. American Express card holders increased by 45%, and card usage increased by 28%.

From a business standpoint, a company builds loyalty to their consumers when they commit to a worthy cause. Many consumers would rather do business with a company that stands for something beyond profits. Companies should volunteer because it makes them look trustworthy, and target a cause they believe in. When the public sees that a company cares they will most likely help with the cause. Consumers tend to believe that a company will put as much passion and commitment into the business they own if they partner with a nonprofit. The company’s responsibility should make sure their target market sees the connection between their goal and the mission of the organization. Using this type of fund raising technique, a company can increase sales, visibility, customer loyalty, an enhanced company image, and can also receive positive media coverage.

Companies such as Avon, Target, Home Depot, and Timberland have begun this type of social commitment. Nonprofits are competing with like organizations for corporate support and public awareness. CRM has become a standard and widely accepted business practice with many of the world’s largest companies. Nonprofits should expand their research efforts and refer to resources in business departments of public and/or academic libraries before partnering. To build a quality partnership, The Foundation Center, recommends nonprofit organizations read up on cause related marketing. One book specifically mentioned is entitled, Mission and Market: The Resource Center for Effective Corporate-Nonprofit Partnerships.

The Association of Fundraising Professionals (AFP) believes that CRM has become controversial. They believe that CRM undermines traditional philanthropy and that nonprofits are changing their programs to attract CRM dollars. Also, it is believed by AFP that only well-established non-controversial causes attract CRM dollars. In July 2004, AFP conducted a study where 81% of Fortune 500 consumer product manufacturers believed that sales impact is a top factor when it comes to partnering with nonprofit organizations. After looking at the research nonprofit organizations should begin looking for businesses with like minded agendas and whose goal can be better achieved by partnering with that business.

Breast cancer has become the poster child for corporate cause related marketing campaigns. In 1997, BMW launched the “BMW Ultimate Drive Campaign” to encourage potential customers to test drive its vehicles. For each mile driven during a test drive, BMW donated $1 to Susan G. Koman for the cure. This year Estee Lauder has promised to donate $500,000 to the Breast Cancer Research Foundation from the sales of its Pink Ribbon Lipstick Collection. Lastly, Yoplait’s “Save Lids to Save Lives” campaign pushes consumers to purchase Yoplait yogurt and in turn the company will support the cure by donating $.10 for each lid mailed in to the company.

Bear in mind that you have to make your own decision in a diverse platform like business and for starters you can have sales CRM software to accelerate your contact management.

In conclusion, nonprofit organizations can bring in a load of income by using the CRM method of fundraising. The cost is low as well as staff and volunteer involvement. Although, this does not build a personal relationship with the community, it makes the organization highly visible to the public. An organization does not have to spend a lot of time developing this method, but they do have to do the research. Internally, this may be an opportunity for employees to receive promotions and/or perks which boosts morale and builds skills.

Give Yourself a Competitive Edge with Audio! How? Have a look

Audio information products may increase the visibility of your business in several ways. They allow you to introduce your business with a more personal human touch. The human voice is a beautiful instrument. Everyone has a unique vocal signature. By sharing your voice through audio products, you make an indelible personal impression for yourself and your business.

Utilize Multiple Applications

Digital audio products allow you the opportunity to create digital recordings for several types of media. Audio information products can be consumed very easily with many applications. You can listen to them on cell phones, on computers, in mp3 players, podcasts and on CD’s.

Allow Multitasking or Passive Listening

With digital audio it is easy to engage passively while performing other tasks. Within audio range, you have the ability to engage in other tasks such as driving, working in an office or shop, or doing something as simple as cleaning your home. In fact, many use them to program their minds during sleep or rest periods.

Go Viral

An audio message, like other mediums lend themselves to viral messaging. An offer for a product or service, a demonstration, set of instructions, tutorials or full home study and seminars, or tips on how to get more information are easily included in audio information products. Embed them in documents, websites and blogs to increase the stickiness of your documents or site.

Add Versatility

With digital equipment and technology, audio products easily morph into other types of media are polishing their skills and knowledge in sector of Specializing in medical website design which is tremendously in demand. Transcribe your audio recording to create articles, reports, e-books, or even videos. Create stunning presentations by adding audio to photos to create narrations and documentaries. Once you have your audio product you can increase its utility by cutting it up into segments, adding more to it, or sharing it in multimedia packages which enhance the value.

Create With Ease

With today’s technology, creating audio information products is not difficult. The choices are web-based recordings using teleconference lines, Skype and other applications. Nor do they require super technical skills. For example, there is a downloadable Skype application which automatically records two way conversations whenever you call or receive a call. Other offline methods require using a computer or portable audio capturing devices and optional editing software and a headset or microphone.

Explore Marketability

Once you discover how to create your audio information products, or begin using the knowledge you already have, you may earn a respectable side income by offering specifically targeted and highly desirable information to others who are willing to pay for your expertise. If you are an expert, can research and even interview someone who is, you have a potential income resource.


Digital Audio products offer a variety of applications and uses in both person and business arenas. They are easy to create, can go viral or include viral messages, and enhance one’s educational experience. They also may be an opportunity to create a side income from those whose expertise is desired by others.