Cause related marketing

Engaging consumers

Cause Related Marketing (CRM) has become an increasingly important element of any companies’ activities. Consumers are becoming more discerning about the companies that they choose to deal with. The rising number of ‘ethical shoppers’ means that it is increasingly important for companies to align themselves with charitable causes.

The Brand Benefits Survey conducted in 03/04 by Business in the Community (BITC) identified that consumers respond extremely positively to CRM partnerships between companies and charities:

• 88% of all consumers were aware of a CRM programme
• 80% felt more loyal and more positive about companies that chose to work with charities in this way
• Almost half (48%) said they actually switched brands as a result of a CRM programme
• 2 out of 3 consumers said they want more businesses to run CRM programmes

A CRM partnership with the British Lung Foundation allows companies to enjoy the commercial benefits of being associated with a trusted charity brand. It can also provide you with access to our committed and affluent support base, as well as those with an interest in health issues.

For more information please contact the or call 0207 688 5555