Cause-Related Marketing (CRM): The Influence of Donation Proximity and Message-Framing Cues on the Less-Involved Consumer

Arguably, the majority of cause-related marketing (CRM) campaigns implemented since their inception over 20 years ago offer consumers who are highly involved with causes a strong reason to participate. Their involvement represents a significant motivating factor. However, a multitude of CRM campaigns competing for the limited number of socially conscious consumers and the emergence of new generations that are reportedly less socially conscious suggests that firms and their nonprofit partners should consider additional target-market opportunities. In two experiments, we assess the role of donation proximity and message framing on campaign attitudes and participation intentions of less-involved consumers. Findings reveal that local donations and positive message framing serve as effective message cues to produce favorable CRM outcomes among this market segment that strategists consider fertile ground. Additional findings and implications for creating and communicating CRM campaigns are discussed.