Over 75 per cent of consumers in the UK, US, Australia and Europe
believe that linking with a charitable cause makes a positive difference
to their buying behaviour.
The results, revealed in the new Profitable Partnerships report from
Business in the Community, show that 77 per cent of people who had
participated in CRM promotions said it had led to them either switching
brands or trialling new products.
BITC director Sue Adkins, said the research, drawn from face-to-face
interviews amongst a base of 2,060 consumers, differs from surveys
carried out previously in that it concentrates on 'actual purchasing
Almost nine out of ten of those questioned had heard of a CRM programme,
with Tesco's Computers For Schools prompting the greatest awareness at
60 per cent, followed by Walkers' and News International's Free Books
for Schools (55 per cent); and McVitie's and Mirror Group's Free Maths
Stuff for Schools polled 27 per cent. Campaign participation also runs
high, with two-thirds of respondents claiming to have taken part in a
Other key findings in the report include the fact that inertia rather
than cynicism is the main reason for consumers' non-participation in
campaigns - only one per cent of respondents said they thought this type
of marketing activity was exploitative. The report also pointed to the
influence of word of mouth, with 19 per cent of those who'd been
involved in a CRM programme saying they had talked to their family and
friends about it.
Adkins sees the rise in activity in CRM promotions as a sign of
fundamental changes in society. 'The Government is talking more about
the need for collaborative action. They were saying in the 90s that we
were going to become a giving society - it seems they were right.'
She added that the most successful CRM promotions were those with a
sound communication programme and strong media partners. 'Just because
you're linking with a cause, it isn't going to change the dynamics of
marketing or make up for a lack of investment. What it will do is give
additional benefits to that investment - the so-called halo effects of
becoming involved with a charity.'