Cause related Marketing

Cause-related marketing (CrM) refers to the cooperation of a company with a non-profit organization. This includes, for example, a corporate campaign that links the sale of a product to a donation for a "good cause. Marcus Stumpf and Iris Teufl classify the term in the subject area of corporate social responsibility (CRS) and distinguish it from related terms. The authors point out opportunities as well as risks in the implementation and work out the success factors for a targeted use of CrM. Concrete implications for corporate practice are presented. To illustrate this, they describe in detail CrM campaigns from the perspective of both profit companies and social organizations - such as Brauhaus Jever, Erdal/Frosch, Rotes Kreuz, Volkshilfe and WWF.