Cause Related Marketing
I attended a webinar on Cause Related Marketing a year or so ago, sponsored by the local chapter of the AFP (I think it stands for Association of Fundraising Professionals?). I have a positive view of CRM, but the article(s) did not seem to agree.
I'm usually happy to participate in CRM. Just recently, I gave a $1 at K-Mart and Food Lion to buy a shamrock - sadly I don't remember exactly what I was supporting, just that it's a campaign that's been going on for years and donating a $1 doesn't really 'put me out'. When the cashier at K-Mart asked me if I'd like to donate a $1, and I quickly and cheerfully replied "yes", she seemed surprised. I have a feeling she probably got turned down various times; perhaps I was her first "yes"! She was very thankful and appreciative, while I thought "it's the least I can do" (after all, I was buying a pair of boots that rang up as even cheaper than I thought they were going to be!).
I was happy to get a Target card because they give a percentage of what you spend to the school of your choice - I chose my nephew's elementary school. However, that has not been enough incentive for me to keep using the card (I paid it off recently because the interest rate is WAY too high!).
I have recently begun saving the 'Boxtops for Education' because a friend of mine asked me to. Her older sister works for a really poor school district, and they have had money donated to the school for those little coupons. I'm not going to search for products that have these coupons on them, but I'm definitely willing to save the ones I get and send them to her.
My point is that if the connection makes sense, I think CRM is a great idea. It doesn't cost the NPO money from their fundraising budget because the partner organization pays for that. It raises awareness about the NPO, and it brings in donations (and maybe even volunteers) that they likely would not have received otherwise.
I'm usually happy to participate in CRM. Just recently, I gave a $1 at K-Mart and Food Lion to buy a shamrock - sadly I don't remember exactly what I was supporting, just that it's a campaign that's been going on for years and donating a $1 doesn't really 'put me out'. When the cashier at K-Mart asked me if I'd like to donate a $1, and I quickly and cheerfully replied "yes", she seemed surprised. I have a feeling she probably got turned down various times; perhaps I was her first "yes"! She was very thankful and appreciative, while I thought "it's the least I can do" (after all, I was buying a pair of boots that rang up as even cheaper than I thought they were going to be!).
I was happy to get a Target card because they give a percentage of what you spend to the school of your choice - I chose my nephew's elementary school. However, that has not been enough incentive for me to keep using the card (I paid it off recently because the interest rate is WAY too high!).
I have recently begun saving the 'Boxtops for Education' because a friend of mine asked me to. Her older sister works for a really poor school district, and they have had money donated to the school for those little coupons. I'm not going to search for products that have these coupons on them, but I'm definitely willing to save the ones I get and send them to her.
My point is that if the connection makes sense, I think CRM is a great idea. It doesn't cost the NPO money from their fundraising budget because the partner organization pays for that. It raises awareness about the NPO, and it brings in donations (and maybe even volunteers) that they likely would not have received otherwise.
posted by SIUchristina @ 11:05 PM
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