Seventy per cent of marketing directors questioned in a report released
last week believe cause related marketing (CRM) initiatives like
Cadbury’s Strollerthon will become a more valued tool over the next two
The survey, commissioned by Business in the Community (BITC), reveals
that 67 per cent of community affairs directors and 59 per cent of chief
executives from 450 companies believe that CRM will grow in importance.
Despite this, the report showed marketing directors devoted just one per
cent of their average pounds 24 million budgets to CRM last year.
BITC, a charity which encourages corporate community involvement, has
set up a committee to promote CRM as a ‘mainstream marketing
activity’. The committee defines CRM as ‘the activity by which a company
with an image, product or service to market builds a relationship with a
cause for mutual benefit.’