Cause related marketing (CRM) is a partnership between a community group and a business organisation based on promoting an image, product or service for the benefit of each partner.
CRM allows businesses to leverage their social partnerships through creative marketing campaigns. Businesses can clearly align themselves with their community partner whilst also enhancing the company’s brand, image and values. A community partner may have their logo and cause information attached to the business product, raising awareness of the issue. In return, the business partner will position itself in the market as a socially aware organisation.
For CRM to work well, it is important that the values of the partnering organisations match. With an increasing sophistication in the consumer market, it is only through sincerity and transparency that CRM campaigns can succeed. CRM will be most successful when it is part of a broader corporate social responsibility strategy that has a clear commitment to the community. To merely give a percentage of bottom line profits can be seen by the public (and staff) as tokenism. But if combined with a broader community commitment, public perceptions of a company can be greatly enhanced.
A well-known and successful CRM campaign is the 'Computers for Schools' campaign run by Tesco, a UK supermarket chain. When customers spend £10 or more, Tesco presents them with a voucher which can be donated to a school of the customer’s choice. When enough vouchers have been collected the school exchanges them for a computer. To date, Tesco has distributed over 47,000 computers, equivalent to one computer per school in Britain.
By linking their brand to a suitable cause, a business can raise its profile and reputation in its local community.
Optus – Kids Helpline Partnership
In 1999 Kids Help Line (KHL) was seeking a significant corporate partner to assist it in meeting demand for the service, as well as developing a major new initiative- the world’s first real-time one-on-one internet counselling service for kids.
As KHL is primarily a telephone counselling service, a telecommunications company was a natural choice for corporate partner. Optus had a long-term prior relationship with Kids Help Line as their telecommunications carrier, but this had not extended into a formal partnership prior to 1999.
The brand synergy between the two organisations, as well as the fit between their business plans for the next twelve months, resulted in a decision to develop a large-scale cause related marketing program.
Objectives Optus
- Positive impact on consumer perceptions of Optus by:
- Demonstrating technology in a relevant field
- Bringing the company brand essence of ‘human and inspiring’ to life
- Showcasing social responsibility and a vision for the future
- Respecting customers and their needs
- Fostering internal pride and encouraging Optus staff to feel good about the company they work for
Kids Help Line
- Generate funds to answer calls
- Develop a world-first Internet counselling service
- Promote positive education messages about communication within families and youth issues
- Improve call centre efficiency through the implementation of world-class technology and systems A multifaceted communications program was implemented which included television, radio and print advertising, staff involvement programs, celebrity endorsement, product promotions, media launches and releases and special events.
Results to date include significant on-going media exposure, positive feedback from staff and consumers, improved efficiency in the KHL call centre, significant funds raised for KHL and the development and launch of the world’s first email and real time web counselling service for kids.