Tactical Considerations for the Effective Use of Cause-Related Marketing

The convenience sampling technique was used to measure how consumers feel about firms that use cause-related marketing (CRM) and the charitable organizations that benefit from CRM. Some 225 respondents were questioned in personal interviews about CRM campaigns. The results indicate that CRM is a good way to raise funds for charitable organizations. Almost 50% of the respondents indicated that they had purchased a product or service primarily because of their desire to support a cause. Women were more apt to think CRM is a good way to raise money than were men. Most respondents were able to recall at least one CRM advertisement and were more likely to support causes that are local or regional than national or international. More than 50% said that they would be willing to try a new brand as a result of a CRM promotion if they regularly use the product category, while only 17% said that CRM could influence their decision to purchase the brand if they had previously tried the sponsoring firm's brand and did not like it.