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CRM Practices
(WORLD) Here's an interesting article outlining the different cause-related marketing practices.
• advertising: where a business aligns itself with a particular cause and uses its advertising to communicate the cause's message;
• public relations: attracting press and public attention to the a strategic partnership between a business and a non-for profit group;
• sponsorship: corporate sponsorship of a particular program or event;
• licensing: the corporation pays for the license to use a charity logo on its products or services;
• direct marketing (both business and non-profit raise funds and promote brand awareness).
• facilitated giving: the business partner help facilitate customer donations to the charity;
• purchase-triggered donations: a company pledges to contribute a percentage or set amount of the purchase price from a product to a charitable cause or organizations
Hope that cleared that up…
Filed by DK on June 10 2006
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